Coca-Cola`s Shift to a `One Brand` Strategy: Can it Change Consumers` Perception?

Established in 1886, TCC was the world’s largest total beverage company, offering over 500 brands to people in more than 200 countries. The first advertisement for Coca-Cola, appeared in The Atlanta Journal dated May 29, 1886. Over the years, to promote the drink, the company came out with several print ads. Jingles and slogans became an integral part of Coca-Cola’s advertising (See Exhibit I). After World War II (1939-1945), the company began to manufacture other beverages and expanded its product line to include root beer, bottled water, juices, and sports drinks. In 1941, the term ‘Coke’ was first used in magazine ads in order to establish the name as a trademark. In its ads, TCC emphasized brand over product. It aimed to sell consumers the experience and lifestyle associated with its brand....