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00:00Coca-Cola, now this is an iconic brand. Practically everybody watching this is
00:11very familiar with their red and white logo. Forbes has ranked them as the
00:15sixth most valuable brand in the world, and the most valuable non-technology
00:20brand, valued at an estimated 64 billion dollars. And even though that is one of
00:24the most successful brands ever to exist, most of the company's sales don't even
00:28come from it, that's been the case for decades now. They have spent that time
00:31slowly making their way into just about every major beverage market, to a point
00:35where they are now considered to be the world's largest beverage company. They
00:39sell about 200 separate brands in over 200 countries and territories, and 20 of
00:44those brands have sales of over 1 billion dollars a year, meaning almost no matter
00:49where you are in the world, you likely have products made by Coca-Cola all around
00:53you, maybe without even realizing it. So in this video, I want to talk about how
00:57this company grew so large while highlighting some of the most significant
01:00product categories over the years. Starting, of course, with soft drinks. In
01:051886, pharmacist John Pemberton invented Coca-Cola. He had a lab in Atlanta where he
01:11would invent various over-the-counter medicines, and one of them was the
01:14original Coca-Cola. He took it down to a nearby pharmacy where they started selling
01:18it as a fountain drink for five cents, and it gained a little bit of traction. Their
01:22accountant was actually the one who came up with the name Coca-Cola because the
01:25recipe included extracts of cocoa leaf and cola nuts, and he thought that the two
01:29C's together would be good for marketing. They took out ads in the newspaper
01:33talking about both the medical benefits and how refreshing it was, I guess trying
01:36to attract everyone whether they were sick or not, but it wasn't the most
01:40effective. Over the first year, they were selling about nine glasses of it a day,
01:43which didn't even cover the advertising expenses. I feel bad for Dr. Pemberton,
01:47because even though he invented one of the most iconic products of all time, he never
01:51realized it, and it mostly turned out to be a sad endeavor for him. After about five
01:55years of struggling, he sold the business for an estimated $2,300 and died three years after that.
02:02The buyer, though, was Asa Candler, who was the one responsible for turning it into something
02:06significant. He put a huge emphasis on advertising, signs, samples, traveling salesmen,
02:12and an $11,000 budget when he first took over was raised to $1 million over the next 20 years.
02:18He made a deal for others to bottle it throughout the country, changed the recipe to eliminate small
02:22amounts of cocaine that were initially in the syrup, and by the time he left the company in 1916 to
02:27become the mayor of Atlanta, by the way, Coca-Cola was a nationally known popular product. I think
02:32it's interesting that Coca-Cola was widely considered to be a refreshing summer drink,
02:36reflected by how much lower the sales were in the winter months. So in the 1920s, they started a big
02:41campaign to try to change that, including a bunch of Christmas ads and the slogan,
02:45thirst knows no season. Well, in the 1930s, as part of these efforts, they commissioned an artist
02:50named Haddon Sundblom to create an illustration of Santa Claus with a Coke. They continued on with
02:55similar ads for decades and were so aggressive with them that many of the characteristics of that
03:00depiction of Santa Claus are believed to have shaped our current image of him. So much of their
03:05success over the years has been because of effective advertising like this. In the early 1970s,
03:10they had their I'd like to buy the world a Coke campaign, first on the radio, and then it became
03:14a popular commercial. They had a famous Super Bowl commercial featuring NFL player Mean Joe Green,
03:18where the team went on to actually win the game that day. So we can see why. They had always been
03:22really protective over the Coca-Cola name, trying to keep it as strong as possible. Up until that
03:27point, it had only been used on the traditional Coca-Cola product, and that's it. But in the 1980s,
03:33everything changed, when new leadership caused them to take some risks by attaching the name to other
03:38products. First, it was Diet Coke in 1982, later considered to be one of the most successful
03:42consumer product launches of the decade. Then it was New Coke three years later, that's a different
03:47video if you want to hear more about it, but it was considered to be the worst product launch of the
03:51decade. Cherry Coke also came out that same year, and then they were hesitant to attach that name to
03:55anything else major until the early 2000s, when they introduced Vanilla Coke and then Coca-Cola Zero.
04:01Alright, that's enough about Coca-Cola. Moving on to some other soft drinks, Fanta has been a
04:05significant one. During World War II, a trade embargo made it difficult to get Coca-Cola syrup
04:11over to Germany, so the head of Coca-Cola Germany, Max Keith, made a new product with the ingredients
04:16that he could get over there at the time. It was sold to the German public, introduced in Italy,
04:20about a decade later it came to the United States in 1960 and became their second major offering in
04:25the country. The 1960s was actually the first time in their history where Coca-Cola was really trying
04:30to expand their product lines. The following year Sprite was introduced, that's a big one,
04:35it was related too because it was originally created in West Germany to be a lemon version
04:39of Fanta, but ultimately released in the US under the name Sprite, a name which was taken from a
04:44character that they used in their marketing for Coca-Cola starting in the 1940s named Sprite Boy,
04:49so obviously a lot going on there. Two years later in 1963, Tab was introduced as their diet offering.
04:55Diet sodas were becoming popular, but remember they wanted to keep the Coca-Cola brand strong, still reserving it
05:00for their core product, so they came out with Tab instead of Diet Coke, who did obviously lose a
05:05lot of popularity when they finally introduced Diet Coke, and as of 2020 it has been discontinued
05:10altogether. Fresco was another big one I should mention from the 1960s, Barks, the root beer brand,
05:15and the nation's 8th largest beverage company at the time was acquired in 1995, making it their first
05:21ever purchase of a carbonated beverage maker in the US. All those others I mentioned were created
05:26internally. And finally, the last thing I want to mention here is in 1999, they made a
05:30$700 million deal with Cadbury Schweppes to buy their soda business in 155 countries,
05:36not including the United States. It included multiple major brands, such as Dr. Pepper,
05:40so clearly Coca-Cola has had a major presence in the market of soft drinks, but it doesn't stop there.
05:46The next category is juices, starting in 1960 when they bought the brand Minute Maid in a stock deal
05:53worth $59 million. It was a significant deal, in part because it was their first major involvement in
05:58something outside of soft drinks. Minute Maid is mostly known for their orange juice. Before they
06:03were part of Coca-Cola, they were the first to sell frozen, concentrated orange juice in the US,
06:07but as part of Coca-Cola, they introduced the ready-to-drink bottled stuff. It became a huge
06:12hit in grocery stores all over the place and became a huge brand. Today, the Houston Astros play at Minute Maid
06:18Park. Maybe you remember that 1960 is the same year that they introduced Fanta in the US, leading us to
06:24believe that a motivation behind this acquisition was to eliminate competition against other fruit
06:29flavored drinks. And the deal also included the brand Hi-C, so for more than 60 years now,
06:34all of that has been part of Coca-Cola. By the 1990s, juices were considered to be one of the fastest
06:40growing categories in the industry, so in 1994, they introduced Fruitopia. It was in a big way. They
06:47invested $30 million in marketing when they launched the brand and announced an additional $150
06:52million investment later in that year to expand production of it. Maybe you remember the crazy
06:57looking commercials for it. It has since become known as one of those 90s brands because it didn't
07:01make it too far beyond that. After an initial burst of popularity, their sales started to fall and it
07:06was mostly discontinued by 2003, likely because they felt it made more sense to invest the resources
07:11into the stronger, more promising Minute Maid brand. In 2001, they spent $181 million to buy Oatwalla,
07:17known for their fruit juices and smoothies, but in 2020, they announced that they would be shutting down
07:21production of it, but then sold it to an investment firm the following year. Also in 2001,
07:26they launched an original juice product called Simply Orange, later followed by Simply Lemonade
07:30and other Simply products. The next category is water. Their first major involvement, again,
07:36was in the 1960s when they bought a company called Belmont Springs that they sold about 20 years later.
07:41Their next big involvement, I'm sure you're more familiar with, it was Dasani. They came out with
07:45it in 1999, and despite a fair amount of criticism over the years and a disastrous attempt to expand
07:50into the UK, it has become a top-selling brand. Then, in 2007, Coca-Cola bought Energy Brands.
07:56It was a massive $4.1 billion deal that included Vitamin Water and Smart Water, among other brands.
08:02In 2017, they bought Topo Chico for $220 million. Before the deal, they were sold mostly in Texas,
08:09but Coca-Cola almost instantly widened its distribution across the US and built it up into
08:14one of the more popular sparkling waters on the market. Then, finally, to finish up the waters,
08:19in 2020, they had their first original brand introduction in well over a decade,
08:23with the sparkling water that they chose to name AHA. The next category is a big one, coffee and tea.
08:30So much going on here. Again, their first major involvement was in the 1960s, when they bought
08:34a Houston coffee company called Dunkin. In 1975, Coca-Cola Japan introduced a coffee called Georgia,
08:40named after the state of their headquarters, that became really popular throughout Asia. In 2017,
08:44Coca-Cola even claimed that it had become the highest-grossing ready-to-drink coffee product
08:49in the world. In 1992, Coca-Cola started a joint venture with Nestle to make products under the
08:54name Nest Tea and Nescafe. In 2001, it was renamed and further developed, but then dissolved in 2018.
09:00Then, starting in 2006, things were getting crazy in their tea segment, starting with the introduction
09:06of Gold Peak Tea. The following year, they bought Fuse Beverage Company for $250 million,
09:12mostly known for their Fuse Tea, and then the following year, they bought Honest Tea,
09:16initially a 40% stake, but they soon bought the rest of it. In 2022, they announced that they would
09:21be phasing out Honest Tea in favor of promoting Gold Peak Tea, because that had since become one
09:26of those billion-dollar brands. The final one in this segment is also the biggest, and their biggest
09:31brand acquisition ever to that point, Costa Coffee. They paid over $5 billion for the leading coffee
09:37company in the UK. They have 4,000 retail outlets, and this was their big attempt to finally have a
09:42global brand in the hot beverage market. The next category is sports drinks. I know,
09:48we're really covering just about everything here, but in 1988, they introduced Powerade,
09:52obviously to compete with Gatorade, but it's never quite been able to compare to it. In 2002,
09:57they introduced Powerade Option as a lower-calorie, well, option, and then five years later,
10:02that was replaced by Powerade Zero, and in 2020, there were even more variations available. Not to
10:07make fun of Powerade, but they have done such a bad job at catching up to Gatorade that they even fell
10:12into third place behind an emerging competitor called Body Armor. So Coca-Cola's response there
10:18was to buy Body Armor for $5.6 billion, making it their new biggest brand acquisition ever.
10:24The final category, I thought I would just mention it briefly at the end here,
10:27because it is so much unlike any of the others, entertainment. Now we are really covering everything.
10:33In 1982, the same year Diet Coke was introduced and the company was taking some risks, they bought
10:38Columbia Pictures for $750 million. It's a film studio that you likely know from the lady holding
10:44the torch before their movies. Well, Coca-Cola became the full owner of it. They were looking to diversify,
10:49they felt there was high potential in the film industry, plus they were really good with market
10:52research and they thought that that would help with the films. They even made some big movies under
10:56their control, like Gandhi, that won the Academy Award for Best Picture. Yeah, technically Coca-Cola
11:02made an Oscar-winning film. They also helped start TriStar Pictures. It's called TriStar because
11:07Columbia teamed up with HBO and CBS to create it. There were some complicated transactions that followed,
11:12but by 1989, they had divested from entertainment altogether when Sony became the new owner of Columbia.
11:18So there you have it, that's my list of what I believe to be the most significant or interesting
11:23parts of Coca-Cola over the years. I wanna make it clear that it's not a complete list, I couldn't
11:27go through all 200 products, so there are still many other successful ones. Just go to the grocery
11:32store, look real close at the labels, and you'll see what I'm talking about. But before you do that,
11:36let me know in the comments, what do you think about Coca-Cola? Did they turn out to be bigger than
11:40you realized? Because I can't imagine you knew about all of this stuff. There are some things that you
11:45wouldn't expect, but they are the world's biggest beverage company, so I suppose we shouldn't be shocked by
11:50anything at this point. What is your favorite product made by them? Is it Coca-Cola itself,
11:54or one of the many others? Also, you may have noticed that their biggest competitor,
11:59Pepsi, was strangely absent from this video. That was intentional, because I wanted to keep this
12:04entirely about Coca-Cola and reserve the rivalry aspects for potentially their own video. So let me
12:10know if you would want to see that one, and any other thoughts you have about Coca-Cola, the company,
12:14or the product, leave them in the comments. I'd like to hear what you have to say.
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