•and marketer of soft drinks. •including

[Pages:20]Mission Statement: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business

The Coca-Cola Company offers a broad range of soft drink brands, including carbonated soft drinks, juices, waters and sports drinks, to suit tastes across the globe for all generations.

Coca-Cola is the most recognised trademark in the world, with 94% global recognition. It is also commonly thought that it is the second most widely understood word in the world, after `OK'.

The World's Favourite Soft Drink

? The Coca-Cola Company is the world's largest beverage company and is the leading producer

? and marketer of soft drinks. Along with Coca-Cola, the Company markets four of the world's top five soft drink brands,

? including diet Coke, Fanta, and Sprite. In 1923, the then Chairman, Robert Woodruff, said "Coca-Cola should always be within arm's reach of desire." Worldwide, The Coca-Cola Company is still committed to fulfilling this challenge.

Through the world's largest distribution system, consumers in over 200 countries enjoy the Company's products at a rate of more than 1 billion servings each day.

Think Local, Act Local

The strength of this global success lies in the relevant local connections that Coca-Cola builds with its consumers every day. This is the thinking behind the strategy ? Think Local, Act Local. Although Coca-Cola is a global product with a universal appeal, the Company actually operates in local environments around the world, with each country having its own unique needs and requirements.

Coca-Cola was first invented on May 8th 1886 by Dr John Stith Pemberton in Atlanta, Georgia, U.S.A.

Thinking that the two Cs would look good in advertising, Dr Pemberton's partner and book keeper, Frank M. Robinson, suggested the name and penned the now famous trademark Coca-Cola in his flowing script known as `Spencerian script '.

Early Sales

? Coca-Cola was first sold at a soda fountain in Jacobs ' Pharmacy in Atlanta for 5 cents

? a glass. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50.

The Coca-Cola Company

? After Pemberton's death in 1888, his rights were purchased by Asa G. Candler who by 1891 had sole ownership of the formula for the sum of $2,300.

In 1892, The Coca-Cola Company was formed.

? In 1899, Benjamin F. Thomas and Joseph B. Whitehead secured with Asa Candler the exclusive rights to

? bottle and sell Coca-Cola in the U.S. In 1919 the Candler family sold The Coca-Cola Company to Atlanta banker Ernest Woodruff and a group of business men for $25 million.

Coca-Cola was first enjoyed in Great Britain over 100 years ago and is the number one carbonated soft drink in the country

? Coca-Cola first came to Great Britain in 1900, when Charles Candler, son of the Company 's founder, Asa Candler, brought a jug of Coca-Cola syrup to

? England on a holiday visit. It was first sold regularly in Great Britain through soda fountain outlets, which included Selfridges and The London Coliseum, in the early 1920s.

Acquisitions

In 1999 The Coca-Cola Company purchased the soft drinks brands of Cadbury Schweppes plc in various countries including Great Britain which

resulted in the extension of our existing product range diet Coke, Cherry Coke, Fanta, Sprite, Lilt and Five Alive to include the Schweppes range, Dr Pepper, Oasis, Kia-Ora and Malvern water.

Manufacturing

? The Coca-Cola Company began bottling in Great Britain in a small plant in Brighton in 1932 and by 1939 there were seven bottling plants across the country.

? In 1961 Coca-Cola was first marketed in cans, filled by local contract canners. Then in 1976, the first Company canning plant was

?opened in Milton Keynes. At that time, the plant was at the forefront of technology, capable of filling 1,500 cans per minute. Today, our bottler has seven cans lines which, if all running at the same time, would produce over 11,000 cans a minute.

Coca-Cola has been advertising at Piccadilly Circus since 1954, with the most recent innovation to the present site taking place in 1998, when state-ofthe-art technology was introduced. In Dec 2002, Coca-Cola Great Britain announced the intention to more than double the size of the sign.

"We need a Coca-Cola bottle which a person will recognise even if he feels it in the dark"

? The bottler, Benjamin F. Thomas, recognised the requirement for a completely

unique and easily recognisable bottle for Coca-Cola and in 1915 wrote a short brief which landed in the hands of Alexander Samuelsson, a Swedish innovator whose passion was working with glass.

? Samuelsson's search for inspiration found him

poring through the pages of the Encyclopaedia Britannica where the image of a cocoa bean set him thinking. His work resulted in the unique

design of the Original Coca-Cola Glass bottle which was given a patent in 1915, went into production the following year and consequently became one of the most iconic pieces of packaging design of the 20th Century.

The Original Coca-Cola Glass bottle has also attracted the attention of some of the world's most influential icons including U.S. Presidents, Eisenhower and Kennedy; rock `n' roll icons, The Beatles and Elvis Presley; plus cutting-edge style gurus Terry O'Neil and Terence Conran.

In 2002, a unique lifestyle collection was designed with some of Great Britain's most influential young artists/designers who each used the Original Coca-Cola Glass bottle as the inspiration behind their one-off pieces. These included a set of glasses, a sumptuous red velvet sofa, a limited edition remix record and a silver corset.

Inspirational icon

The Original Coca-Cola Glass bottle has been an inspiration to many people: pop artist Andy Warhol, whose background lay in advertising, was taken with the powerful image of the bottle. He initially hand drew it and then screen printed repetitive images on large canvasses to dramatic effect.

We offer a wide range of soft drinks to suit all tastes to ensure that our brands remain the first refreshment choice

for every generation

Coca-Cola

? Coca-Cola is the world's best known brand ? and the number one soft drink in Great Britain.[1]

The Coca-Cola brand will always be our number one focus but product innovation plays a vital role in our business and our future.

Diet Coke

Diet Coke ? was first introduced in Great Britain in 1983 with caffeine free diet Coke being introduced in 1988. Diet Coke is the most popular diet soft drink in the world and is the number two soft drink in Great Britain, after Coca-Cola.[1]

Diet Coke with Lemon

Cherry Coke

Cherry Coke ? was launched in 1986 for those with a "do something different" attitude to life!

Vanilla Coke

? Diet Coke with Lemon ? Coca-Cola Great Britain launched diet Coke

? with Lemon in June 2002. This was the first time a flavour has been added to diet Coke since its launch. It offers consumers their favourite diet Coke with a refreshing citrus taste.

Vanilla Coke and Vanilla diet Coke launched in Britain in April 2003. This new addition to the Coca-Cola brand offers the much loved taste of Coca-Cola and diet Coke combined with a smooth hint of vanilla flavour.

[1] AC Nielsen RMS (Value) 2002

Fanta

? Fanta is the number one selling fruit

? flavoured carbonated soft drink in GB.[1] Fanta Orange has been tantalising the taste buds of Britain since 1960, with Fanta light Orange being launched in 1989.

? Fanta Icy Lemon was introduced in February 2001, in response to thousands of calls from British holidaymakers who wanted to bring the taste of summers abroad back home. Fanta light

? Icy Lemon was launched in November 2002. Fanta Fruit Twist and Fanta Zesty Berry were launched in February 2002 and February 2003 respectively.

Powerade

Powerade is an isotonic sports drink, launched in 2001, developed by scientists to help people participating in sports activity or exercise perform at their best for longer. It helps prevent dehydration and delay the onset of muscle fatigue during exercise thanks to its unique Liquid8 System, an optimum combination of fast acting carbohydrates, minerals and electrolytes. Powerade comes in three flavours Citrus Charge, Gold Rush & Ice Storm.

Lilt

? Lilt, unique to Great Britain and Ireland, was introduced in 1975. Its `totally tropical' taste brings the Caribbean feel good feeling into the lives of those who drink it. Lilt light and Lilt Mango & Mandarin

? were introduced in 1987 and 1994 respectively. The Lilt ladies first appeared in advertising in 1998. Their Caribbean perspective results in a fresh and humorous take on life.

Dr Pepper

? Dr Pepper first came into existence in 1885, when it was invented by a pharmacist, Charles C. Alderton in Texas, U.S.A. With a secret blend of twenty three different flavours, Dr Pepper was named after the owner of the pharmacy,

? Dr Charles Pepper. The brand, which is the number five carbonated soft drink in the USA[2], was introduced into Great Britain in 1995. [1] Canadean 2002 [2] Canadean 2001

Sprite

Sprite and Sprite light hit the streets of Britain in 1989 and Sprite is now the world's best selling lemon and lime drink.[2]

Schweppes

? Schweppes was founded by German born Swiss jeweller and amateur scientist, Jacob Schweppe in 1783 when he discovered a way of producing carbonated water on a commercial scale.

? Schweppes first came to Britain in 1792 when Jacob Schweppe opened his first factory in Drury Lane, London. By 1835, the company was selling not only mineral water, but soda water and lemonade in glass egg shaped bottles designed specifically to hold aerated water.

? In 1833 Schweppes received the Royal Warrant and was subsequently invited to be sole supplier of soft drinks at the Great Exhibition of 1851.

? Schweppes has been using the strapline Sch... You Know Who? since1965 when the actor William Franklin appeared in the first TV ads for the brand. In 2001 Sch... You Know Who? was revived in its current award-winning print advertising campaign.

? The Schweppes product range includes its classic Lemonade, original Bitter Lemon, Indian Tonic Water, Soda Water, Ginger Ale, juices and Canada Dry Ginger Ale.

Malvern

? Malvern, `The Original English Natural Mineral Water ' has been bottled at source since 1851 at the Primeswell Spring, in the Malvern Hills, Worcestershire. However records suggest that Malvern water may

? have been available from as early as 1620. Malvern launched its first ever print advertising campaign at the end of 2002 with the strapline `Not quite Middle England '. The advertising coincided with the brand's re-launch which saw a change to the pack artwork. The pack design takes its inspiration from the granite over which Malvern water is naturally filtered.

Rose's

Rose's ? the brand's heritage dates back to the mid 1880s when it was developed by a maritime entrepreneur Lauchan Rose, from Scotland. Famous for its high quality lime cordial, Rose's has been part of the Schweppes portfolio since 1969.

Burn

Burn a night time energy drink targeted at the style conscious, with a focussed presence in style, youth orientated bars and clubs in major cities, was launched in October 2000.

Oasis

? Oasis, is a blend of fruits in a refreshingly still drink ? which was launched in Great Britain in 1995.

Oasis currently comes in five flavours Summer Fruits, Summer Fruits light, Citrus Punch, Blackcurrant and Classic Lemon with new and improved flavours

? planned for 2003. In 2002, Oasis ran outdoor advertising which featured the fantasy style art of Boris Vallejo.

Kia-Ora

Kia-Ora is the UK's number three branded squash.[1] The name Kia-Ora came from the Maori word meaning `good health '. Kia-Ora was first created in Australia in 1903 and launched in Great Britain in 1917.

Five Alive

Five Alive, which launched in Britain in 1981, is a five fruit blend family juice drink. The brand was re-launched in October 2002 with three core flavours, Citrus Burst, Berry Blast and Tropical Hit. Each of these is fortified with appropriate vitamins and minerals and contains no artificial flavours, colours or preservatives. They're full of five fruit flavour for all the family to enjoy.

[1] Canadean 2002

Disney Winnie The Pooh Roo Juice

? Disney Winnie The Pooh Roo Juice has been specially developed for younger children and was launched in August 2002. Disney Winnie The Pooh Roo Juice is a fruit juice drink with no added sugar, no artificial sweeteners, preservatives, colours or

? artificial flavourings. It comes in three apple-based flavours ? Winterbury (with blackcurrant), Summerberry

? (with strawberry) and Autumn Apple (with grape). Designed to nurture a child's imagination, Disney Winnie the Pooh Roo Juice packs feature illustrations of Winnie the Pooh and friends, as well as quick, fun quizzes for parents to enjoy with their children.

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