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.
Conversations around how profitable the festival industry is, and certain festivals in particular, has been ongoing for some time. Yesterday the Las Vegas business publication, Review Journal, took a look at the financials of the Life is Beautiful (LIB) festival. It included a quote I provided business columnist Alan Snel on the commonality of festivals operating in the red, so to speak, in their first three to five years of existance. Life is Beautiful is no different.
There’s nothing more exciting than seeing a thought, an idea, become a thing, a reality. Tucker Gumber, The Festival Guy, has released his book, “The Festival Thrower’s Bible,” on Vendini Press, and I couldn’t be more excited. It was last June at Bonnaroo. Tucker and I were chatting at the Red Light Management party when he told me of this project: a guide to help festival throwers do what they do better. Did I want to contribute? Hell yeah!