Coca-Cola's Media & Digital Marketing Deputy Dir., Ernesto Almada Brito, shares how the company continues to expand innovation and adopt new technologies like VR live streaming to stay relevant and connected to consumers.
Recently, the 131 year anniversary took place for the first batches of Coca-Cola were concocted by the company’s founder, John Pemberton, taking his Wine Cocoa recipe and remaking it for the non-alcoholic prohibition era. On May 8, 1886 the new Coca-Cola beverage made its way from the vats to the lips of Pemberton Pharmacy’s customers in downtown Atlanta.
Today 1.7 billion servings of Coca-Cola products are consumed every day by Coke fans around the world.
Even in those very early days, the concept around the marketing and branding of the infamous company was percolating. Frank Robinson, the company’s accountant at the time, not only came up with the idea of naming the drink Coca-Cola, but also created the Spencerian script logo, believing that the logo’s icon of two Cs would work well in adverting and promotional branding.
Robinson was spot on, and over the last 131 years the Coca-Cola brand has made its way into the fabric not only of American culture, but it has become intertwined into international societies. Coke’s marketing and branding ingenuity and innovation has continued to evolve as the world evolves, which no doubt contributes to those 1.7 billion servings a day.
It was November 1, 2014 at a downtown Los Angeles Halloween rooftop party where, according to Dann Saxton, the Co-founder and Head of Content for VRLIVE, the first VR 360 video live stream took place.
“It was called the Zombie Prom,” Saxton said, telling the story of that night. “600 people on the roof with a full stage, live music, a full bar," and a night of the living dead featuring prom queens and kings, all live streamed in VR 360 video out to the entire world.