Abstract
The Coca-Cola Company became an enterprise in 1892. It was invented by John Pemberton in 1886. It was inspired by the recipe for Mariani wine, a blend of Bordeaux wine and coca leaf created by the Corsican chemist Angelo Mariani in 1863. The first sale took place in Atlanta on May 8, 1886. In the first eight months, an average of thirteen drinks was sold per day. In 1887, the product was bought from Pemberton for 2,300 dollars by businessman Asa Griggs Candler, who felt that with an intense marketing campaign the sale of the drink, would gain impetus. The Coca-Cola Company is also defined by the famous "bottle contours", designed in 1915 by Alex Samuelson and Earl R. Dean. This contoured bottle with "Coca-Cola" printed on it was recognized as a trademark by the U.S. Patent Office in 1960. The drink and its advertising campaigns have had a significant impact on American culture. On the other hand, The Coca-Cola Company understood very early the media spin that it could draw with sports events. It has been present in the Olympics since the Summer Olympics of 1928. This historic partnership with the Olympic movement is probably not in tandem with the choice of the city of Atlanta for the organization of the Summer Olympics of 1996. Coca-Cola is now a partner of many major sporting events.
