Yet on its anniversary the mark remains discrete

A Denver, Colorado heart, a giant cauldron full of giant but dummy of Coca-Cola bottles throne above the soft-drinks of the Albertson's supermarket RADIUS. In the United States, as in the rest of the world, cola-based beverage plays the symbols of the drinks. John Pemberton had not dreamed so far. U.S. pharmacist is not imagined such a fate for its caramel colour liquid which has sold for the first time on May 8, 1886 at 5 cents glass.

Yet, on its anniversary, the mark remains discrete. No celebration is planned. In France, 120 years are summarized in the launch of a program "collector" through which the points accumulated in the purchases in retail exchange against objects to taste "vintage" of the clock very 50's to the wall cap of Brewery. The company plays the coquettes, reluctance to admit her age. "The mark has six times 20 years", prefer to say Marc Mathieu, Vice President marketing, strategy and innovation for carbonated beverages of The Coca-Cola Company. It considers that the anniversary is not relevant in addition-as consumers.

"A claw as Coca-Cola does not feel the need to convene the history because it is part," analysis of brand strategy expert Georges Lewi. Is it referring to the oldest French public drink of American liberators. Or by having the honours of the paintings of artist Andy Warhol.

Today, the industrialist of Atlanta seeks rather to register for any prize in the news. And for good reason: it aims the young generations in a beverage market without alcohol struggled more than ever. Exit therefore all too supported looking to the past. To focus on its modern dimension, Coca-Cola has also just to review all its marketing platform and communication. "It had to refresh the brand and speak in a contemporary manner to young people, recognizes the global pattern of marketing. We focused our discourse on optimism, the quest for his own happiness in drawing our inspiration in the art and giving more importance to emotion. "Result: a message to the playful tone in the air of the time.

The mark highlights in parallel its interactive side. Its global website has be consolidated to make more room for relations with the public. The soft drink industry thus arise in promoter of talents, young Internet users being invited to propose their own mini-films.

In his new address, he relies on one of the roots of the claw, the famous "contour bottle", the historic packaging in the language House, the highly identifiable silhouette. Glass at the outset, this packaging is also interpreted as version alu for limited series to turn to five designers from the five continents and sold the premises at night. "It is a way to keep an iconic dimension while surprising the public," said Marc Mathieu.

Because the buyer of Coke needs to keep its bearings. The uproar caused in 1985 by the modification of the formula is enough to remind. Drinks specialist had to backpedal promptly, acknowledging his failure.

In the construction of the myth, do not forget the battle with Pepsi. It is part of the genes of the mark in the same way as its red and white colours. In their launches, the two actors are engaged in a real body-to-body to find out who will be the first version vanilla or lemon.

What give ideas to industrial spies. Beginning of July, American justice announced three persons for theft and attempted sale of secret of manufacture of Coca-Cola to his rival. Is PepsiCo himself who gave the alert after receiving a letter from an employee of its competitor using a pseudonym and offering, against coin of the realm, information, and especially the sample of future drink.

The declination of stamped products Coca-Cola bat, it is true, full. Among the latest additions, Blak, coffee extracts, is aimed at adults. A energising vocation, he first was launched at the beginning of the year in France, before arriving in the United States. Coca-Cola Zero, he started last year across the Atlantic and must be developed in Great Britain, Germany, Spain and Belgium. This version without sugar wants to move closer to the liking of the classic soda and adds the "diet coke" offer perceived by part of the public as rather female. It is to cope with the loss of speed of the soft drinks with calories and provide a response to the growing concerns of the population to obesity. "But until mythical drink, the group must take care to mark extensions." "Too many of declensions risk diluted and to classic product market share", warns Georges Lewi.

Coca-Cola agrees in all cases of large marketing efforts to hold his rank. They are even more crucial that global rankings 2006 Interbrand, the value of the mark was slightly weathered, of 1. But at $ 67 billion, it remains by far the first world claw, all sectors. Difficult to dethrone.