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 have continued to evolve as the world evolves, which no doubt contributes to those 1.7 billion servings a day.
Big thanks goes out to all those that attended our SXSW Workshop providing a Deep Dive into Live Streaming and it's impact on Brands, Promoters, and Fans, and a ton of gratitude goes out to the SXSW folks for helping us make it happen. For those of you that want a refresh of the session or for all the folks that couldn't make it, here are the slides from the presentation along with the recording of the entire workshop.