Coca Cola was invented in 1886, with the Coca Cola Company being incorporated in 1892. It is now the number one soft drink internationally, and is the top soft drink in most countries around the world. Its clever branding strategies mean that this position does not waver.

The Coca Cola Company owns more than 350 brands as well as their namesake of Coca Cola. They own a range of other soft drinks including Sprite, Fanta and Powerade. The company was named number one global brand in 2010.

Coca Cola operates as a franchise – the company sells the syrup to Coca Cola owned companies around the world. Which then mix it with water and bottle it for sale. This means that the company is able to expand and operate in different areas with ease.

There are only two countries in the world where Coca Cola is not legally sold – Cuba and North Korea. Every other country has a Coca Cola presence, usually as the number one soft drink beverage. They have used a vast number of brand techniques since 1886, and continue to ensure they are a well-known, well respected brand.

Coca Cola have exclusive vendor company partnerships, which eliminates competition. They have exclusive deals with cinemas, theme parks and restaurants, meaning they only serve Coca-Cola and not Pepsi. They engage in sponsorship of sports in various countries, as well as TV shows and places of interest. They have had an ad in London’s Piccadilly Circus since 1955.

The company is not afraid to try new things. This is shown by their failed Coca Cola Life product (which was recently discontinued) and their successful Coke Zero product, which recently had a rebrand and is selling well.

They are notorious for their Christmas Ads, featuring a Jolly Santa and the famous Coca Cola truck which travels around the country. They have had a series of campaign slogans over the years including ‘Things Go Better with Coke’ in 1963, ‘It’s the Real Thing,’ and ‘I’d Like to Buy the World a Coke’ in 1971, ‘Always Coca-Cola’ in 1993 and the recent ‘Taste the feeling’.

Their campaign ‘Share a Coke’ was highly successful, which allowed personalised bottles with names on them. We got some for our office!

Their most recent campaign is focusing on sustainability, with ads encouraging recycling of their bottles for a greener world.

Coca Cola shows no signs of slowing down, and will continue to be a powerful figure in marketing for the foreseeable future.