Coca-Cola is one of the best-known brands in the world, thanks to a recent study in which it estimates that 94% of the world's population knows its name. They sell nothing more and nothing less than 1,900 million units a day and have more than 71,000 people on staff, in addition to have positioned themselves as one of the most emotional brands in the world thanks to their spots and advertising campaigns and all this is a result of an incredible trajectory of more than 120 years. The origins of Coca Cola are much more humble than we could imagine, everything goes back to the time when Dr. John Pemberton an Atlanta pharmacist wanted to find a remedy against fatigue and fatigue, and also help with the gastrointestinal problems that he himself suffered. By then, the industry was evolving at a rapid pace, workers were working more and more hours each time. Dr. Pemberton was sure that if he could get a remedy against fatigue, people would thank him and sell well enough. Pemberton spent a lot of time mixing different stimulating ingredients, until he got a perfect combination that convinced him: Coca leaf extract, cola nut, sugar and soda water, those were the first basic ingredients of Coca-Cola. Each glass was sold in the famous pharmacy of Jay Cops at the price of 5 cents and as expected the success was resounding. It was precisely Pemberton's contact, Frank Robinson, who realized how feasible the marketing of that remedy could be..

Robinson designed for the brand a logo that was easy to remember and very striking, playing with attractive calligraphy and with the two large C of his name and he was not wrong since a century later the company continues to use the same logo, unfortunately just before that Coca-Cola began to reap its successes its creator died without knowing how successful his product was going to be; That was how Asa G. Candler, another Atlanta pharmacist, was in charge of the company with his brother John S. Candler and Frank Robinson. Candler wanted the product to expand throughout the United States so he made several actions to make his brand known in all corners of the country, on the one hand established a fixed price of 5 cents per glass making the drink accessible to any pocket and on the other hand distributed for all states vouchers exchangeable so that people who had not yet tried Coca-Cola could taste it. The growth was incredible and Coca-Cola little by little became a famous product throughout the United States, but there was still a major problem, the drink could only be served in bars that had soda dispensers, so consumers could not take it the drink or store it in the fridge of their homes, that's when they appeared on the scene Benjamin F. Thomas and Joseph B. Whitehead, two soldiers from Tennessee who, seeing the opportunity presented to them, proposed to the managers to create the first factory in Official bottleneck of the brand to increase the availability of the beverage throughout the country. The idea was brilliant but they realized that Coca-Cola did not have enough time or capital available to establish all the bottlers needed to satisfy all the demand that existed at that time, at that time the famous Coca-Cola system was born. , the company would supply to bottling machines already functional the syrup and this would be in charge of producing the drink, bottling it and distributing it in its area, this allowed saving time and money to the company but also helped a lot to the international expansion of the brand. At the beginning of the twentieth century Coca-Cola was already drank in the United States, Panama, Canada and Cuba and had more than 400 bottling plants.

The drink was a success had passed in a few years of being a medicinal remedy against the washing of cigarettes to the most popular drink in North America, everyone already knew a Coca-Cola and its advertising posters could be found in any city in the United States, It was then that the first important problem for the company arose, the brand had reaped great success and as expected many companies on its formula. In addition each bottler used their own bottles, which was difficult to identify, was the original Coca-Cola and also created great confusion among consumers, so the company realized that it was time to create a unique and unique bottle for your brand. So in 1915 a contest was created to design a bottle that requires this requirement: It should have a curvilinear design and that would be accepted with the eyes closed or the bottle broken. The winner was Alexander Samuelson with his bottle outline and his design remains one of the most characteristic elements of the brand after 100 years, however the first world war came to an end 40 miles of American soldiers left behind their homes to fight in Europe, the company tried its best so that the compatriots who fought for the defender of their country, always had a Coca-Cola on hand to satiate with a fixed price of 5 cents to facilitate the transport will be created the can of Coca-Cola and its image is distributed throughout the country reassuring consumers of the population, with which soon the American society established a special bond with the brand.

When the Second World War ended, the company continued to expand with great force around the world, things were going very well for the company, but soon a new threat would arise that would greatly hinder Coca-Cola. Pepsi, a drink very similar to Coca-Cola, just a little sweeter, was born about 13 years after its creation, however, it could not compete since by the time Pepsi started to market itself, Coca-Cola was already leading the market and had a great advantage, even after suffering two bankruptcies began to recover and gain market share thanks to aggressive marketing strategies and lower prices considerably. Everything would change in 1975 with the famous Pepsi challenge, a blind tasting in which both beverages were put to the test to see which consumers liked the most, Coca-Cola lost and Pepsi sales rose like foam, managers of Coca-Cola were between the sword and the wall resorting to desperate measures to recover the market share they had lost, they thought that Pepsi had won the blind tasting for its much sweeter taste, that's when they devised a new improved formula called "New Coke" replacing the classic formula of Coca-Cola, this fact continues to mean currently for most experts the biggest business marketing error in history because to the surprise of Coca-Cola executives, the tactic enraged to the faithful consumers of the original product who were crying out for their classic formula. This led the company to realize something very important, the lords of the brand had an emotional bond with the classic formula of Coca-Cola, no matter how sweet Pepsi was what really mattered were the emotions of consumers and how these had linked to the brand in which it had projected.