Pewnie zastanawiasz się, co można powiedzieć o Coca Coli ? Może, że to po prostu znany napój słodzony? Napój, który jest na rynku od ponad 100 lat a Coca Cola stała się jedną z najbardziej znanych marek na świecie.

Nie tylko rozpoznawalnych marek ale i najcenniejszych. Jest to marka, która od lat kształtuje kulturę popularną i stworzyła wiele znanych nam symboli oraz wskazała nowe drogi w marketingu. A jak i co jest tym symbolem dowiesz się z podcastu.

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Probably you wonder what can be said about Coca Cola. Is it just a popular drink? Or maybe just a sugar filled sweetened fattening drink? A drink which almost hasn’t changed in the last 100 years?


Actually, I want to tell you about Coca Cola as it’s  one of the most successful brands that have ever existed and that has managed to form the popular culture.


I guess that rarely do we perceive this company in this way.

Even now, more than 100 years since its founding, Coca cola is one of the most valuable brands, in fact next to Nestle only, in the food and drinks sector and one of the most valuable companies in the world ever.

I wish to tell you its story, because it has brought to the world, apart from the drink itself – which has become part of our popular culture, a lot of spectacular ideas mainly in the field of advertising. It has always been a leader in inventing new ways of getting to customers – some of them will really surprise you!

It is said that the Coca-Cola logo is the most recognizable one in the world, this time right next to Apple and McDonald’s. And now let’s see how it all started.


Coca Cola was invented by Doctor John Pemberton, a pharmacist from Atlanta, in 1886. The “Coke” formula was discovered in a brass kettle in his patio as a nerve tonic, energizer and remedy for a headache having the stimulant properties of the coca plant and cola nuts sweetened with sugar. His bookkeeper, Frank Robinson, came up with the name for the drink and wrote it down, what has become the Cola cola trademark and a popular symbol of our times.

It was advertised as a delicious, exhilarating, refreshing and invigorating cooler.

The cocaine was removed from Coca Cola’s formula about 1903. Pemberton sold his syrup to local soda fountains and the drink quickly became exceptionally successful. By 1891 another Atlanta pharmacist had bought the Coca cola business and in 1893 registered the trademark Coca Cola in the U.S. Patent Office.


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1886: Drink Coca Cola

This was the earliest catchword of Coca Cola and in fact it is the basic and the most important one. Until now Coca Cola campaigns have been concentrated on making sure that if someone would ever think of drinking Cola, that will be available anywhere in the world.


1904: Delicious and refreshing.


1971: I’d like to buy the World a Coke.

This one was teaching our globe to sing in harmony and unite. Managed to become a memorable one.


1976: Coke Adds Life.

And the scene is : the Garden of Eden, Father God creates Adam. When Adam’s creation is done, God gives him a little Coca Cola to drink. Adam gets to life and sees God with Coca cola in his hand and tries to reach it with the very words “Coca Cola Adds life”. This last scene resembles the painting  in the Sistine Chapel in Vaticane. And it was a hit.


1982: Coke is it.

It means that Coke is the best that exists. There is no other form of a refreshment drink. Now everybody wants to drink it. This slogan was famously translated into Polish by Agnieszka Osiecka as “Coca Cola to jest to!’ and has been considered the best one for Coca cola in Poland ever since.


1993: Always Coca Cola.

Here Coca Cola is trying to make sure that young Coca cola consumers may be missing their young days, but Coca cola will be there and will bring them back the joy and happiness.