Beginning in 1886, Coca-Cola president John Pemberton began travelling the country introducing pharmacists to the drink. At that time it was thought about a medicinal substance that could relieve headaches & other minor woes. Candler distributed clocks, calendars & other items loaded with the Coca-Cola logo as he toured the country, spreading the brand & selling his product.
There are few images as recognizable throughout the world as the Coca-Cola brand. Travel to the furthest reaches of the globe & you will probably encounter it on a clock or a sign, if not on the drink itself. Marketers today look to the Coca-Cola brand as a model of promotion power. Its picture has transcended national borders & cultural barriers to reach everyone on earth. How did the Coca-Cola symbol become such an omnipresent picture?
Today Coke remains a powerful brand with over a century of history behind it. As a result, items featuring earlier incarnations of the Coke picture have become classic pieces of Americana. The success of the Coca-Cola brand has made it an icon not in the world of brand promotion but of American history. It symbolizes the popularity of a soft drink as well as the dominance of American entrepreneurialism in the twentieth century & beyond.
From there the brand continued to penetrate further around the globe. The bottling rights to Coca-Cola were sold in 1899 & in 1915 the Root relatives submitted a standard size bottle for distribution, but it was fat in the middle. The Coca-Cola Company liked the bottle a lot they thinned it down & has been used ever since & is called a Hobbleskirt Bottle. By 1920, with new bottlers springing up on a regular basis, the brand had expanded in to Cuba, France, Puerto Rico & other territories. Its world dominance would increase further with World War II, when Coca-Cola promised that "every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is, & whatever it costs the company." Suddenly Coca-Cola could be found throughout Europe as American GIs carried it with them, & by 1960 the number of countries with Coke bottling plants had doubled.
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