THE COCA-COLA COMPANY at a Glance

Uppers
Interesting projects and dedicated colleagues
Good health and retirement benefits
All the Cokes you can drink
Downers
Old-style management that is slow to embrace telecommuting and work-life
balance.
Limited advancement
Frequent relocation
Discourages "out of the box" thinking
The Bottom Line
If you're a team player, seek structure and enjoy basking in the glow of a
global brand, you're a good fit for Coca-Cola. But iconoclasts who seek fast
action on innovative ideas should look elsewhere.

About THE COCA-COLA COMPANY

Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the
world's most recognizable brands. The Coca-Cola Company is home to 20 billion-dollar-
brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and
Sprite. Other top brands include Minute Maid , Powerade, and vitaminwater. All told, the
company owns or licenses and markets more than 500 beverage brands, mainly
sparkling drinks but also waters, juice drinks, energy and sports drinks, and ready-to-
drink teas and coffees. With the world's largest beverage distribution system, The Coca-
Cola Company reaches thirsty consumers in more than 200 countries.

Operations

Coke manages seven main operating segments (most of them geographically-based),

including: Eurasia and Africa; Europe; Latin America; North America; Asia Pacific;
Bottling Investments; and Corporate. The North America operating segment generates
the majority of its revenue from the sale of finished beverages, while the other
geographic regions get most of their business from the manufacture and sale of
beverage concentrates and syrups. The company made 63% of its sales from finished
product operations during 2015, while the rest came from concentrate operations.
The Bottling Investments division focuses on the beverage company's owned bottling
operations outside of North America. This segment helps to maximize the efficiency of
its production, distribution, and marketing efforts. They include a 29% stake in Mexico's
bottler Coca-Cola FEMSA (now the largest independent Coke bottler), 23% of European
bottlerCoca-Cola Hellenic Bottling , and 29% of Coca-Cola Amatil , a bottler and
distributor of Coke products in Australia, New Zealand, and surrounding countries. Other
major independent bottling partners include Arca Continental , New Coca-Cola
Enterprises , and wire Beverages.

Geographic Reach

The world's largest beverage company rang up almost 55% of its sales outside the US
during 2015, in some 200 countries worldwide across Eurasia, Africa, Europe, North
America, and the Pacific Region. Important international markets include Asia, Latin
America, and Europe, which made up more than 30% of 2015 revenues, combined.

Sales and Marketing

Not only is Coca-Cola one of the world's most recognizable and valuable brands,
but The Coca-Cola Company supports the largest beverage distribution system in the
world, made up of company-owned or controlled bottling and distribution operations, as
well as independently owned bottling partners, distributors, wholesalers, and retailers.
Beverages bearing trademarks owned by or licensed to them account for 1.9 billion of
the approximately 57 billion beverage servings of all types consumed worldwide every
day.

In 2015, about 81% of the company's worldwide unit case volume was outside of the
US. The largest unit case volumes were in Mexico, China, Brazil, and Japan, which
made up 31% of worldwide total. Of these international unit case volumes, 74% held
sparkling beverages while the rest held still beverages.

To keep its brand foremost in the mind of consumers, the company spent $4 billion on
advertising in 2015, up from $3.5 billion and $3.26 billion in 2014 and 2013, respectively.

Financial Performance

The Coca-Cola Company's annuals sales and profits have been trending lower over the
past several years as traditional soft drink sales have fallen with changing consumer
tastes in developed markets.
The soft-drink maker's sales fell 4% to $44.3 billion during 2015 with sales falling in
every segment and region except for North America (where it sold more bottled water
and teas), mostly due to the unfavorable impact of foreign exchange rates. Unit case
volume shipments, however, increased in every territory in the low-single digits, while
Bottling Investment shipments rose 8% with higher growth in China and India, and in
Germany to a lesser extent.

Despite sales declines in 2015, the company's net income rose 4% to $7.35 billion
mostly as its deal with Monster Beverage was re-appraised to be worth $1.4 billion more
than previously believed. Coca-Cola's operating cash levels dipped 1% to $10.53 billion
after adjusting for the impact of foreign currency fluctuations and because it paid more
in tax payments.

Strategy

The Coca-Cola Company continues to look to relatively undeveloped markets with a

growing middle class and money to spend on soft drinks and juices. To that end, it
announced it will invest $5 billion with its bottling partners in Africa through 2020, raising
its investment in the region to $17 billion from 2010 to 2020.

In a move that supported expanding its fruit-based drinks portfolio and investing in
Africa, The Coca-Cola Company in late 2014 announced a partnership with alcoholic
beverage company SABMiller and South Africa's Gutsche Family Investments to create
Coca-Cola Beverages Africa, the continent's largest bottler. The new company serves
about a dozen high-growth markets where disposable incomes and the population are
growing, and handles about 40% of the beverage company's African volume. In
exchange for its $260 million investment, The Coca-Cola Company will receive an 11%
interest in the bottler and SABMiller's global Appletiser brand of carbonated juices as
well as about 20 other African and Latin American non-alcoholic beverage brands.
Gutsche Family Investments already controls Coca-Cola Sabco, a Coke bottler since
1940 with operations in seven African countries. Coca-Cola Beverages Africa will
absorb most of SABMiller's non-alcoholic operations on the continent as well as Coca-
Cola Sabco's plants.

Also in 2014, the company teamed up with Keurig Green Mountain , entering into a 10-
year global strategic agreement to collaborate on the development and introduction
of The Coca-Cola Company global brand portfolio for use in Keurig Green Mountain's
Keurig Kold at-home beverage system. It purchased a 16% stake in Monster Beverage
Corporation in a long-term strategy to accelerate growth for both companies in the fast-
growing, global energy drink industry.

The popularity of soft drinks, especially in mature markets, has been on the decline for
the past decade as negative publicity about obesity and other health risks continues to
threaten sales. As a result, The Coca-Cola Company and other top soft drink makers
are turning toward other parts of their noncarbonated product portfolio for growth, such
as fruit juices, sports and energy drinks, and bottled water and tea beverages.

A part of the plan to rely less on the old way of doing business, and compensate for
falling sales amidst changing tastes, the company is selling many of its low-margin
bottling operations to concentrate on higher margin operations like selling concentrates
and syrups to bottlers.

Mergers and Acquisitions

Diversifying its portfolio, in 2014 the company acquired a 16.7% equity stake in Monster
Beverage Corp. , a leading maker of energy drinks. Under the terms of the deal, The
Coca-Cola Company will transfer ownership of its worldwide energy business, including
NOS, Full Throttle, Burn, Mother, Play and Power Play, and Relentless, to Monster; and
Monster will transfer its non-energy business, including Hansen's Natural Sodas, Peace
Tea, Hubert's Lemonade and Hansen's Juice Products, to The Coca-Cola Company.

Company Background

In 2013 Coca-Cola opened a new bottling plant in Myanmar as part of a planned $200
million investment during the next five years there which also includes adding more than
22,000 jobs during that time period. Also that year, in growing its distribution
network, The Coca-Cola Company bought Sacramento Coca-Cola Bottling Company,
the sixth-largest independent Coca-Cola bottler in the nation that serves nine northern
California counties.

THE COCA-COLA COMPANY

1 Coca Cola Plz Nw

Atlanta, GA 30313-2499
Phone: 1 (404) 676-2121
Fax: 1 (404) 676-8429
 Stats

Employer Type: Public

Stock Symbol: KO

Stock Exchange: NYSE

President and CEO: James R. Quincey

President and CEO: James R. Quincey

EVP and CFO: Kathy N. Waller

2016 Employees: 100,300

Major Office Locations

Atlanta, GA

Other Locations

Birmingham, AL

Camden, AR

Little Rock, AR

Rogers, AR

Springdale, AR

West Memphis, AR

Glendale, AZ

Huachuca City, AZ

Mesa, AZ

Phoenix, AZ

Tempe, AZ
 Tolleson, AZ

Yuma, AZ

Anaheim, CA

Bakersfield, CA

Benicia, CA

Bishop, CA

City Of Industry, CA

Coachella, CA

Downey, CA

El Centro, CA

Fresno, CA

Inglewood, CA

Irvine, CA

Marysville, CA

Meadow Vista, CA

Modesto, CA

Montebello, CA

Oceanside, CA

Ontario, CA

Orange, CA

Penngrove, CA

Rancho Cucamonga, CA
 Redding, CA

Sacramento, CA

Salinas, CA

San Diego, CA

San Jose, CA

San Leandro, CA

San Ramon, CA

Santa Cruz, CA

Santa Maria, CA

Stockton, CA

Sylmar, CA

Torrance, CA

Union City, CA

Ventura, CA

Victorville, CA

Colorado Springs, CO

Denver, CO

Waterbury, CT

Waterford, CT

Washington, DC

Apopka, FL

Big Pine Key, FL

 Brandon, FL

Daytona Beach, FL

Dunedin, FL

Fort Myers, FL

Fort Pierce, FL

Hollywood, FL

Jacksonville, FL

Miami, FL

Orlando, FL

Pensacola, FL

Riviera Beach, FL

Saint Augustine, FL

Sarasota, FL

Tallahassee, FL

Tampa, FL

Temple Terrace, FL

Valparaiso, FL

Athens, GA

Austell, GA

Carrollton, GA

Dublin, GA

Gainesville, GA
 Jasper, GA

Lawrenceville, GA

Macon, GA

Marietta, GA

Rome, GA

Valdosta, GA

Warner Robins, GA

West Point, GA

Honolulu, HI

Kapolei, HI

Kaunakakai, HI

Alsip, IL

Bartonville, IL

Charleston, IL

Chicago, IL

Du Quoin, IL

Kankakee, IL

Machesney Park, IL

Naperville, IL

Niles, IL

Rock Island, IL

Saint Charles, IL
 Springfield, IL

Urbana, IL

Anderson, IN

Fort Wayne, IN

Indianapolis, IN

Jasper, IN

Lafayette, IN

Portage, IN

South Bend, IN

Terre Haute, IN

Garden City, KS

Lenexa, KS

Shawnee Mission, KS

Topeka, KS

Victoria, KS

Wichita, KS

Somerset, KY

Monroe, LA

New Iberia, LA

New Orleans, LA

Shreveport, LA

Brookline, MA
 Greenfield, MA

Northampton, MA

Woburn, MA

Baltimore, MD

Capitol Heights, MD

Hagerstown, MD

Bay City, MI

Belleville, MI

Detroit, MI

Farmington Hills, MI

Flint, MI

Grand Rapids, MI

Kalamazoo, MI

Kincheloe, MI

Lansing, MI

Mount Pleasant, MI

Negaunee, MI

Paw Paw, MI

Petoskey, MI

Traverse City, MI

Duluth, MN

Moorhead, MN
 North Branch, MN

Owatonna, MN

Saint Paul, MN

Columbia, MO

Joplin, MO

Saint Charles, MO

Saint Joseph, MO

Sedalia, MO

Smithville, MO

Truesdale, MO

Hattiesburg, MS

Natchez, MS

Billings, MT

Great Falls, MT

Kalispell, MT

Missoula, MT

Bismarck, ND

Devils Lake, ND

Grand Forks, ND

Minot, ND

Grand Island, NE

Lincoln, NE
 Long Pine, NE

Norfolk, NE

North Platte, NE

Omaha, NE

Carlstadt, NJ

Marlton, NJ

Marmora, NJ

Monmouth Junction, NJ

Moorestown, NJ

Albuquerque, NM

Clovis, NM

Gallup, NM

Hobbs, NM

Las Vegas, NM

Roswell, NM

Las Vegas, NV

Albany, NY

Bronx, NY

Elmsford, NY

Hauppauge, NY

Hawthorne, NY

Horseheads, NY
 Maspeth, NY

New Windsor, NY

New York, NY

Rochester, NY

Staten Island, NY

Syracuse, NY

Watertown, NY

Blue Ash, OH

Columbus, OH

Elyria, OH

Mansfield, OH

Sardinia, OH

Toledo, OH

Twinsburg, OH

Willoughby, OH

Youngstown, OH

Zanesville, OH

Ardmore, OK

Enid, OK

Oklahoma City, OK

Stillwater, OK

Tulsa, OK
 Bend, OR

Eugene, OR

Medford, OR

North Bend, OR

Portland, OR

Tigard, OR

Wilsonville, OR

Allentown, PA

Ebensburg, PA

Erie, PA

Greensburg, PA

Houston, PA

Lancaster, PA

Lemoyne, PA

Mount Pocono, PA

Reading, PA

Providence, RI

Sioux Falls, SD

Knoxville, TN

Memphis, TN

Sevierville, TN

Abilene, TX
 Amarillo, TX

Austin, TX

Beaumont, TX

Big Spring, TX

Channelview, TX

Conroe, TX

Corpus Christi, TX

Dallas, TX

El Campo, TX

Fort Worth, TX

Houston, TX

Lubbock, TX

Mcallen, TX

Odessa, TX

Plano, TX

San Antonio, TX

Sherman, TX

Sugar Land, TX

Sulphur Springs, TX

Texarkana, TX

Tyler, TX

Waco, TX
 Wichita Falls, TX

Salt Lake City, UT

Bellevue, WA

Bremerton, WA

Moses Lake, WA

Spokane Valley, WA

Tukwila, WA

Wenatchee, WA

Appleton, WI

Ashland, WI

Eau Claire, WI

La Crosse, WI

Milwaukee, WI

Plover, WI

Rhinelander, WI

Schofield, WI

Windsor, WI

Wrightstown, WI

Cody, WY

Gillette, WY

Riverton, WY

Sheridan, WY
 Fortaleza, Brazil

Lago Sul, Brazil

Manaus, Brazil

Porto Alegre, Brazil

Rio De Janeiro, Brazil

Sao Joao Das Duas Pontes, Brazil

Sao Paulo, Brazil

Barrie, Canada

Bathurst, Canada

Brampton, Canada

Brandon, Canada

Calgary, Canada

Castlegar, Canada

Charlottetown, Canada

Chatham, Canada

Chilliwack, Canada

Coquitlam, Canada

Corner Brook, Canada

Cranbrook, Canada

Edmonton, Canada

Edmundston, Canada

Edwardsville, Canada
 Fredericton, Canada

Gatineau, Canada

Granby, Canada

Grand Falls-Windsor, Canada

Halifax, Canada

Hamilton, Canada

Kamloops, Canada

Kelowna, Canada

Kingston, Canada

Lachine, Canada

Lakeside, Canada

Lethbridge, Canada

London, Canada

Medicine Hat, Canada

Miramichi, Canada

Moncton, Canada

MontrAl, Canada

Mount Pearl, Canada

Nanaimo, Canada

North Battleford, Canada

North Bay, Canada

North York, Canada

 Owen Sound, Canada

Peterborough, Canada

Prince George, Canada

QuBec, Canada

Regina, Canada

Renfrew, Canada

Richmond, Canada

Saint John, Canada

Saskatoon, Canada

St Paul, Canada

Stellarton, Canada

Stratford, Canada

Sudbury, Canada

Terrace, Canada

Thunder Bay, Canada

Trois-Rivires, Canada

Victoria, Canada

Winnipeg, Canada

Santiago, Chile

Helsinki, Finland

Depok, Indonesia

Wexford, Ireland
 Koto-Ku, Japan

Moriyama, Japan

Sapporo, Japan

Shibuya-Ku, Japan

Ciudad De Mexico, Mexico

Lrenskog, Norway

Taguig, Philippines

Taipei City, Taiwan

http://www.vault.com/company-profiles/food-beverage/the-coca-cola-
company/company-overview.aspx

History of The Coca-Cola Company

The Coca-Cola Company is the world's number one maker of soft drinks,
selling 1.3 billion beverage servings every day. Coca-Cola's red and white
trademark is probably the best-known brand symbol in the world.
Headquartered since its founding in Atlanta, Coca-Cola makes four of the top
five soft drinks in the world, Coca-Cola at number one and Diet Coke, Fanta,
and Sprite at numbers three through five. The company also operates one of
the world's most pervasive distribution systems, offering its nearly 400
beverage products in more than 200 countries worldwide. Nearly 70 percent
of sales are generated outside North America, with revenues breaking down as
follows: North America, 30 percent; Europe, Eurasia, and the Middle East, 31
percent; Asia, 24 percent; Latin America (including Mexico), 10 percent; and
Africa, 4 percent. Among the company's products are a variety of carbonated
beverages (including the aforementioned brands and many others, such as
Fresca, Barq's, and Cherry and Vanilla Coke); sports drinks (POWERade and
Aquarius); juices and juice drinks (Minute Maid, Fruitopia, Hi-C, Five Alive,
Qoo, Maaza, and Bibo); teas (Sokenbicha and Marocha); coffees (Georgia);
and bottled waters (Ciel, Dasani, and Bonaqua). Moreover, the company holds
the rights to the Schweppes, Canada Dry, Dr Pepper, and Crush brands
outside of North America, Europe, and Australia. Coca-Cola's development
into one of the most powerful and admired firms in the world has been
credited to proficiency in four basic areas: consumer marketing, infrastructure
(production and distribution), product packaging, and customer (or vendor)
marketing.

Creation of a Brand Legend

The inventor of Coca-Cola, Dr. John Styth Pemberton, came to Atlanta from
Columbus, Georgia, in 1869. In 1885 he set up a chemical laboratory in
Atlanta and went into the patent medicine business. Pemberton invented such
products as Indian Queen hair dye, Gingerine, and Triplex liver pills. In 1886
he concocted a mixture of sugar, water, and extracts of the coca leaf and the
kola nut. He added caffeine to the resulting syrup so that it could be marketed
as a headache remedy. Through his research Pemberton arrived at the
conclusion that this medication was capable of relieving indigestion and
exhaustion in addition to being refreshing and exhilarating.

The pharmacist and his business partners could not decide whether to market
the mixture as a medicine or to extol its flavor for its own sake, so they did
both. In Coca-Cola: An Illustrated History, Pat Watters cited a Coca-Cola
label from 1887 which stated that the drink, "makes not only a delicious ... and
invigorating beverage ... but a valuable Brain Tonic and a cure for all nervous
affections." The label also claimed that "the peculiar flavor of Coca-Cola
delights every palate; it is dispensed from the soda fountain in the same
manner as any fruit syrup." The first newspaper advertisement for Coca-Cola
appeared exactly three weeks after the first batch of syrup was produced, and
the famous trademark, white Spenserian script on a red background, made its
debut at about the same time.

Coca-Cola was not, however, immediately successful. During the product's

first year in existence, Pemberton and his partners spent around $74 in
advertising their unique beverage and made only $50 in sales. The combined
pressures of poor business and ill health led Pemberton to sell two-thirds of
his business in early 1888. By 1891, a successful druggist named Asa G.
Candler owned the entire enterprise. It had cost him $2,300. Dr. Pemberton,
who died three years earlier, was never to know the enormous success his
invention would have in the coming century.

Candler, a religious man with excellent business sense, infused the enterprise
with his personality. Candler became a notable philanthropist, associating the
name of Coca-Cola with social awareness in the process. He was also an
integral part of Atlanta both as a citizen and as a leader. Candler endowed
Emory University and its Wesley Memorial Hospital with more than $8
million. Indeed, the university could not have come into existence without his
aid. In 1907 he prevented a real estate panic in Atlanta by purchasing $1
million worth of homes and reselling them to people of moderate income at
affordable prices. During World War I, Candler helped to avert a cotton crisis
by using his growing wealth to stabilize the market. After he stepped down as
the president of Coca-Cola, he became the mayor of Atlanta and introduced
such reforms as motorizing the fire department and augmenting the water
system with his private funds.

1891-1919: Rapid Growth Under the Candlers

Under Candler's leadership, which spanned a 26-year period, the Coca-Cola

Company grew quickly. Between 1888 and 1907, the factory and offices of the
business were moved to eight different buildings in order to keep up with the
company's growth and expansion. As head of the company, Candler was most
concerned with the quality and promotion of his product. He was particularly
concerned with production of the syrup, which was boiled in kettles over a
furnace and stirred by hand with large wooden paddles. He improved
Pemberton's formula with the help of a chemist, a pharmacist, and a
prescriptionist. In 1901, responding to complaints about the presence of
minute amounts of cocaine in the Coca-Cola syrup, Candler devised the means
to remove all traces of the substance. By 1905, the syrup was completely free
of cocaine.

In 1892, the newly incorporated Coca-Cola Company allocated $11,401 for

advertising its drink. Advertising materials included signs, free sample tickets,
and premiums such as ornate soda fountain urns, clocks, and stained-glass
lampshades, all with the words "Coca-Cola" engraved upon them. These early
advertising strategies initiated the most extensive promotional campaign for
one product in history. Salesmen traveled the entire country selling the
company's syrup, and by 1895 Coca-Cola was being sold and consumed in
every state in the nation. Soon it was available in some Canadian cities and in
Honolulu, and plans were underway for its introduction into Mexico. By the
time Asa Candler left the company in 1916, Coke had also been sold in Cuba,
Jamaica, Germany, Bermuda, Puerto Rico, the Philippines, France, and
England.

An event that had an enormous impact on the future and very nature of the
company was the 1899 agreement made between Candler and two young
lawyers that allowed them to bottle and sell Coca-Cola throughout the United
States: the first bottling franchise had been established. Five years later, in
1904, the one-millionth gallon of Coca-Cola syrup had been sold. In 1916 the
now universally recognized, uniquely contour-shaped Coke bottle was
invented. The management of all company advertising was assigned to the
D'Arcy Advertising Agency, and the advertising budget had ballooned to $1
million by 1911. During this time, all claims for the medicinal properties of
Coca-Cola were quietly dropped from its advertisements.

World War I and the ensuing sugar rationing measures slowed the growth of
the company, but the pressure of coal rations led Candler's son, Charles
Howard, to invent a process whereby the sugar and water could be mixed
without using heat. This process saved the cost of fuel, relieved the company
of the need for a boiler, and saved a great amount of time since there was no
need for the syrup to go through a cooling period. The company continued to
use this method of mixing into the 1990s.

Although Candler was fond of his company, he became disillusioned with it in

1916 and retired. One of the reasons for this decision was the new tax laws
which, in Candler's words, did not allow for "the accumulation of surplus in
excess of the amount necessary for profitable and safe conduct of our
particular business." (It has also been suggested that Candler refused to
implement the modernization of company facilities.)

1919-55: The Woodruff Era

Robert Winship Woodruff became president of the company in 1923 at the age
of 33. His father, Ernest Woodruff, along with an investor group, had
purchased it from the Candler family in 1919 for $25 million, and the company
went public in the same year at $40 a share. After leaving college before
graduation, Woodruff held various jobs, eventually becoming the Atlanta
branch manager and then the vice-president of an Atlanta motor company,
before becoming the president of Coca-Cola.

Having entered the company at a time when its affairs were quite tumultuous,
Woodruff worked rapidly to improve Coca-Cola's financial condition. In
addition to low sales figures in 1922, he had to face the problem of animosity
toward the company on the part of the bottlers as a result of an imprudent
sugar purchase that management had made. This raised the price of the syrup
and angered the bottlers. Woodruff was aided in particular by two men,
Harrison Jones and Harold Hirsch, who were adept at maintaining good
relations between the company and its bottling franchises.

Woodruff set to work improving the sales department; he emphasized quality

control, and began advertising and promotional campaigns that were far more
sophisticated than those of the past. He established a research department
that became a pioneering market research agency. He also worked hard to
provide his customers with the latest in technological developments that
would facilitate their selling Coca-Cola to the public, and he labored to
increase efficiency at every step of the production process so as to raise the
percentage of profit from every sale of Coca-Cola syrup.

Through the 1920s and 1930s such developments as the six-pack carton of
Coke, which encouraged shoppers to purchase the drink for home
consumption, coin-operated vending machines in the workplace, and the
cooler designed by John Stanton expanded the domestic market considerably.
Also, by the end of 1930, as a result of the company's quality control efforts,
Coca-Cola tasted exactly the same everywhere.

Considered slightly eccentric, Woodruff was a fair employer and an admired

philanthropist. In 1937, he donated $50,000 to Emory University for a cancer
diagnosis and treatment center, and over the years gave more than $100
million to the clinic. He donated $8 million for the construction of the Atlanta
Memorial Arts Center. Under his leadership the Coca-Cola Company
pioneered such company benefits as group life insurance and group accident
and health policies, and in 1948 introduced a retirement program.

Woodruff was to see the Coca-Cola Company through an era marked by

important and varied events. Even during the Great Depression the company
did not suffer thanks to Woodruff's cost-cutting measures. When Prohibition
was repealed, Coca-Cola continued to experience rising sales. It was World
War II, however, that catapulted Coca-Cola into the world market and made it
one of the country's first multinational companies.

Woodruff and Archie Lee of the D'Arcy Advertising Agency worked to equate
Coca-Cola with the American way of life. Advertisements had, in Candler's era,
been targeted at the wealthy population. In Woodruff's time the advertising
was aimed at all Americans. By early 1950, African Americans were featured in
advertisements, and by the mid-1950s there was an increase in advertising
targeted at other minority groups. Advertising never reflected the problems of
the world, only the good and happy life. Radio advertising began in 1927, and
through the years Coca-Cola sponsored many musical programs. During
World War II, Woodruff announced that every man in uniform would be able
to get a bottle of Coke for five cents no matter what the cost to the company.
This was an extremely successful marketing maneuver and provided Coke
with good publicity. In 1943, at the request of General Eisenhower, Coca-Cola
plants were set up near the fighting fronts in North Africa and eventually
throughout Europe in order to help increase the morale of U.S. soldiers. Thus,
Coca-Cola was introduced to the world.

Coke was available in Germany prior to the war, but its survival there during
the war years was due to a man named Max Keith who kept the company
going even when there was little Coca-Cola syrup available. Keith developed
his own soft drink, using ingredients available to him, and called his beverage
Fanta. By selling this beverage he kept the enterprise intact until after the war.
When the war was over the company continued to market Fanta. By 1944, the
Coca-Cola company had sold one billion gallons of syrup, by 1953 two billion
gallons had been sold, and by 1969 the company had sold six billion gallons.

1955-81: Diversification, New Products, and Foreign Expansion

The years from the end of World War II to the early 1980s were years of
extensive and rapid change. Although Woodruff stepped down officially in
1955, he still exerted a great amount of influence on the company over the
coming years. There were a series of chairmen and presidents to follow before
the next major figure, J. Paul Austin, took the helm in 1970; he was followed
by Roberto Goizueta in 1981. In 1956, after 50 years with the D'Arcy
Advertising Agency, the Coca-Cola Company turned its accounts over to
McCann-Erickson and began enormous promotional campaigns. The decade
of the 1950s was a time of the greatest European expansion for the company.
During this decade Coca-Cola opened approximately 15 to 20 plants a year
throughout the world.

The company also began to diversify extensively, beginning in 1960, when the
Minute Maid Corporation, maker of fruit juices and Hi-C fruit drinks, was
acquired by Coca-Cola. Four years later the Duncan Foods Corporation also
merged with the company. In 1969 Coca-Cola acquired the Belmont Springs
Water Company, Inc., which produced natural spring water and processed
water for commercial and home use. The following year the company
purchased Aqua-Chem, Inc., producers of desalting machines and other such
equipment, and in 1977 Coca-Cola acquired the Taylor Wines Company and
other wineries. These last two companies were sold later under Goizueta's
leadership.

In addition to its diversification program, the Coca-Cola Company also

expanded its product line. Fanta became available in the United States during
1960 and was followed by the introduction of Sprite (1961), TAB (1963), and
Fresca (1966), along with diet versions of these drinks. One reason that Coca-
Cola began to introduce new beverages during the 1960s was competition
from Pepsi Cola, sold by PepsiCo, Inc. Pepsi's success also motivated the Coca-
Cola Company to promote its beverage with the slogan "It's the Real Thing," a
subtle, comparative form of advertising that the company had never before
employed.

Things did not always run smoothly for Coca-Cola. When Coke was first
introduced to France, the Communist party, as well as conservative vineyard
owners, did what they could to get the product removed from the country.
They were unsuccessful. Swiss breweries also felt threatened, and spread
rumors about the caffeine content of the drink. More consequential was the
Arab boycott in 1967 which significantly hindered the company's relations
with Israel. In 1970 the company was involved in a scandal in the United
States when an NBC documentary reported on the bad housing and working
conditions of Minute Maid farm laborers in Florida. In response, the company
established a program that improved the workers' situation. In 1977 it was
discovered that Coca-Cola, for various reasons, had made $1.3 million in
illegal payments over a period of six years, mostly to executives and
government officials in foreign countries.

During the 1970s, under the direction of Chairman J. Paul Austin and
President J. Lucian Smith, Coca-Cola was introduced in Russia as well as in
China. To enter the Chinese market, the company sponsored five scholarships
for Chinese students at the Harvard Business School, and supported China's
soccer and table-tennis teams. The beverage also became available in Egypt in
1979, after an absence there of 12 years. Austin strongly believed in free trade
and opposed boycotts. He felt that business, in terms of international
relations, should be used to improve national economies, and could be a
strong deterrent to war. Under Austin, Coca-Cola also started technological
and educational programs in the Third World countries in which it conducted
business, introducing clean water technology and sponsoring sports programs
in countries too poor to provide these benefits for themselves.

Austin's emphasis was on foreign expansion. Furthermore, under Austin's

management the company became more specialized. Where Woodruff was
aware of all facets of the company, Austin would delegate authority to various
departments. For instance, he would give general approval to an advertising
scheme, but would not review it personally. Smith was responsible for the
everyday operations of the company, and Austin would, among other things,
set policies, negotiate with foreign countries, and direct the company's
relations with the U.S. government.

1981-97: The Goizueta Era

Roberto Goizueta became chairman in 1981, replacing Austin. The Cuban
immigrant immediately shook up what had become a risk-averse, tradition-
obsessed, barely profitable company. Less than a year after becoming
chairman, he made two controversial decisions. First, he acquired Columbia
Pictures for about $750 million in 1982. Goizueta thought that the
entertainment field had good growth prospects, and that it would benefit from
Coca-Cola's expertise in market research. Secondly, without much consumer
research, Goizueta introduced Diet Coke to the public, risking the well-
guarded trademark that until then had stood only for the original formula.
Something had to be done about the sluggish domestic sales of Coca-Cola and
the intense competition presented by Pepsi. In 1950, Coke had outsold Pepsi
by more than five to one, but by 1984 Pepsi had a 22.8 percent share of the
market while Coke had a 21.6 percent share. Goizueta's second 1982 gamble
paid off handsomely when Diet Coke went on to become the most successful
consumer product launch of the 1980s, and eventually the number three soft
drink in the entire world.

In 1985 Goizueta took another chance. Based on information gathered from

blind taste tests, Goizueta decided to reformulate the 99-year-old drink in the
hope of combating Pepsi's growing popularity. The change to New Coke was
not enthusiastically greeted by the U.S. public. Apparently Goizueta did not
take into account the public's emotional attachment to the name "Coca-Cola"
and all that it stood for: stability, memories, and the idea of a "golden
America." Within less than a year the company brought back the "old" Coke,
calling it Coca-Cola Classic. New Coke was universally considered the biggest
consumer product blunder of the 1980s, but it was also viewed in a longer
term perspective as a positive thing, because of the massive amount of free
publicity that the Coke brand received from the debacle.

In September 1987, Coca-Cola agreed to sell its entertainment business to

TriStar Pictures, 30 percent of which was owned by Coca-Cola. In return,
Coca-Cola's interest in TriStar was increased to 80 percent. Coca-Cola's
holding in TriStar was gradually distributed as a special dividend to Coca-Cola
shareholders until the company's interest was reduced to a minority, when
TriStar changed its name to Columbia Pictures Entertainment and sought its
own listing on the New York Stock Exchange. Although the company's
flirtation with entertainment appeared to be ill-advised, Coca-Cola ended up
with $1 billion in profits from its short-term venture.

In a 1984 article in the New York Times, Goizueta stated that he saw Coca-
Cola's challenge as "continuing the growth in profits of highly successful main
businesses, and [those] it may choose to enter, at a rate substantially in excess
of inflation, in order to give shareholders an above average total return on
their investment." Goizueta projected that by 1990 his new strategy would
nearly double the company's net income to $1 billion. His prediction came
true in 1988. Two years later revenues surpassed the $10 billion mark.

In the mid-1980s, Coca-Cola reentered the bottling business, which had long
been dominated by family-operated independents. Coca-Cola began
repurchasing interests in bottlers worldwide with a view toward providing
those bottlers with financial and managerial strength, improving operating
efficiencies, and promoting expansion into emerging international markets.
The trend started domestically, when the parent company formed Coca-Cola
Enterprises Inc. through the acquisition and consolidation of two large
bottlers in the South and West in 1986. The parent company acquired more
than 30 bottlers worldwide from 1983 to 1993. By then, the market value of
the company's publicly traded bottlers exceeded the company's book value by
$1.5 billion.

Called "one of the world's most sophisticated and powerful marketing

organizations," the company's schemes for the 1990s included the 1993 global
launch of the "Always Coca-Cola" advertising theme. The new campaign was
formulated by Creative Artists Agency, which took over much of the brand's
business in 1992 from longtime agency McCann-Erickson Worldwide. In
addition to the new campaign, a 32-page catalog of about 400 licensed
garments, toys, and gift items featuring Coke slogans or advertising themes
was released. The 1994 introduction of a PET plastic bottle in the brand's
distinctive, contour shape resulted from corporate marketing research
indicating that an overwhelming 84 percent of consumers would choose the
trademarked bottle over a generic straight-walled bottle. But the company's
primary challenge for the last decade of the 20th century came in the diet
segment, where top-ranking Diet Coke was losing share to ready-to-drink teas,
bottled waters, and other "New Age" beverages, which were perceived as
healthier and more natural than traditional soft drinks. Coca-Cola fought back
by introducing its own new alternative drinks, including POWERade (1990),
the company's first sports drink, and the Fruitopia line (1994). In 1992 the
company and Nestl S.A. of Switzerland formed a 50-50 joint venture, Coca-
Cola Nestl, Refreshment Company, to produce ready-to-drink tea and coffee
beverages under the Nestea and Nescaf, brand names. Also during this time,
Coca-Cola purchased Barq's, a maker of root beer and other soft drinks.

Goizueta died of lung cancer in October 1997, having revitalized and awakened
what had been a sleeping giant. Goizueta had turned the company into one of
the most admired companies in the world, racking up an impressive list of
accomplishments during his 16-year tenure. Coca-Cola's share of the global
soft drink market was approaching 50 percent, while in the United States Coke
had increased its share to 42 percent, overtaking and far surpassing Pepsi's 31
percent. Revenues increased from $4.8 billion in 1981 to $18.55 billion in
1996; net income grew from $500 million to $3.49 billion over the same
period. Perhaps Goizueta's most important--and influential--contribution to
the storied history of Coca-Cola was his relentless focus on the company's
shareholders. The numbers clearly showed that he delivered for his company's
owners: return on equity increased from 20 percent to 60 percent, while the
market value of the Coca-Cola Company made a tremendous increase, from
$4.3 billion to $147 billion. Perhaps most telling, a $1,000 investment in
Coca-Cola in 1981 was worth, assuming that dividends were reinvested,
$62,000 by the time of Goizueta's death.

Challenging and Stormy Times in the Late 1990s

Goizueta's right-hand man, Douglas Ivester, was given the unenviable task of
succeeding perhaps the most admired chief executive in the United States;
Ivester's reign turned out to be both brief and stormy. Although Coca-Cola
remained steadily profitable, it was beset by one problem after another in the
late 1990s. Having restructured its worldwide bottling operations under
Goizueta, the firm moved into a new phase of growth based on the acquisition
of other companies' brands. Its already dominant market share and a
sometimes arrogant and aggressive approach to acquisition led some
countries, particularly in Europe, to take a hard line toward the company. In
late 1997, for example, Coca-Cola announced it would acquire the Orangina
brand in France from Paris-based Pernod Ricard for about $890 million.
French authorities, who had fined Coca-Cola for anticompetitive practices
earlier that year, blocked the purchase. In December 1998 Coca-Cola
announced that it would purchase several soft drink brands--including
Schweppes, Dr Pepper, Canada Dry, and Crush--outside the United States,
France, and South Africa from Cadbury Schweppes plc for $1.85 billion. After
encountering regulatory resistance in Europe, Australia, Mexico, and Canada,
the two companies in July 1999 received regulatory approval for a new scaled-
down deal valued at about $700 million, which included 155 countries but not
the United States, Norway, Switzerland, and the member states of the
European Union with the exception of the United Kingdom, Ireland, and
Greece. Later in 1999 separate agreements were reached that gave Coca-Cola
the Schweppes brands in South Africa and New Zealand.

With nearly two-thirds of sales originating outside North America, Coca-Cola

was hit particularly hard by the global economic crisis of the late 1990s, which
moved from Asia to Russia to Latin America. In Russia, where the company
had invested $750 million from 1991 through the end of the decade, sales fell
about 60 percent from August 1998, when the value of the ruble crashed, to
September 1999. Rather than retreating from the world stage, however,
Ivester viewed the downturn as an opportunity to make additional foreign
investments at bargain prices, essentially sacrificing the short term for
potentially huge long-term gains. While the economic crisis was still wreaking
havoc, Coca-Cola was faced with another crisis in June 1998 when several
dozen Belgian schoolchildren became ill after drinking Coke that had been
made with contaminated carbon dioxide. Soon, 14 million cases of Coca-Cola
products were recalled in five European countries in the largest recall in
company history, and France and Belgium placed a temporary ban on the
company's products. The crisis, though short-lived, was a public relations
disaster because company officials appeared to wait too long to take the
situation seriously, admit that there had been a manufacturing error, and
apologize to its customers. Meanwhile, around this same time, four current
and former employees had filed a racial discrimination suit against the firm in
the United States, a suit that was later granted class-action status.

Despite the seemingly endless string of challenges the company faced in the
late 1990s, Coca-Cola was also moving forward with new initiatives. In
February 1999 the company announced plans to launch its first bottled water
brand in North America. Dasani was described as a "purified, non-carbonated
water enhanced with minerals." In October 1999 the company announced that
it would redesign the look of its Coca-Cola Classic brand in 2000 in an attempt
to revitalize the flagship's stagnant sales. Labels would continue to feature the
iconic contour bottle but with a cap popped off and soda fizzing out. In
addition, the Coke Classic slogan "Always," which had been used since 1993,
would be replaced with the tag line "Enjoy," which had been used on Coke
bottles periodically for decades. The company also planned to increase the
appearances of the eight-ounce contour bottle, in a particularly nostalgic
move.

The renewed emphasis on this classic brand icon and the resurrection of the
"Enjoy" slogan seemed to be a fitting way for a U.S.--if not global--institution
to launch itself into the new millennium. But the company ended 1999 with
the surprising news that the beleaguered Ivester would retire in early 2000
after just two and a half years at the helm--a tenure marked perhaps most
tellingly by seven straight quarters of earnings declines. Taking over was
Douglas N. Daft, a native Australian and 30-year Coke veteran who had
headed the company's operating group covering the Middle and Far East and
Africa; he was named president and chief operating officer in December 1999
before becoming chairman and CEO the following February.

Continuing Struggles in the Early 2000s

Daft's first year was a hectic one. In January 2000 the company announced a
drastic restructuring based on a plan drafted by a Daft-led team. Coca-Cola
said it would lay off about 6,000 employees, representing a slashing of the
workforce by 20 percent--the largest cutbacks in Coke history. The cuts were
later scaled back to about 5,200, but the company still took about $1.6 billion
in one-time charges for a plan that aimed to save $300 million in operating
costs per year. The restructuring, which centered on marketing, sales, and
customer support jobs, was envisioned as a slashing of bureaucracy in an
attempt to create a more decentralized company, one in which ideas could
more readily bubble up from managers in the field rather than those at the
Atlanta headquarters. In November 2000 Daft engineered a tentative deal to
take over the Quaker Oats Company for $15.75 billion. This would have added
to the Coke portfolio the Gatorade brand, which dominated the sports drink
sector, a perennial Coke weakness, and would also have complemented the
company's strategy of strengthening its lineup of noncarbonated beverages.
But at the last minute, Coca-Cola's board pulled the plug on the deal, mainly
concerned that the price was too high. The company's arch-rival PepsiCo
quickly swooped in to complete a $13.4 billion acquisition of Quaker Oats.
Also in November, Coca-Cola reached an agreement to settle the race-
discrimination class-action lawsuit that had been brought against it. The
company agreed to a $192.5 million settlement and also to have certain of its
employment practices overseen by an outside task force. About 2,000 current
and former African American employees were eligible for settlement awards.

Another of Daft's main objectives was pumping up an arid new product

pipeline, but he garnered only mixed results. The company found moderate
success with the 2001-debuting Diet Coke with Lemon, before making a much
bigger splash with Vanilla Coke one year later. The latter received the firm's
largest new product launch since the New Coke debacle. To supplement these
meager advances--and particularly to try to capture a greater share of the
noncarbonated beverage sector, which was growing at a much faster clip than
the stagnant carbonated sector--Daft turned to partnerships as a potential
source of renewed growth. In January 2001 an agreement was reached with
Nestl S.A. to form a joint venture called Beverage Partners Worldwide.
Within a couple of years, this venture was marketing ready-to-drink tea
(Nestea, Belt, Yang Guang, and several other brands) and coffee (Nescaf,
Taster's Choice, and Georgia Club) products in the United States and about 45
other countries. Coca-Cola and the Procter & Gamble Company (P&G) agreed
in March 2001 to create a $4 billion joint venture that would have joined
Coke's Minute Maid brand and distribution network with P&G's snack and
juice brands. However, Coca-Cola pulled out of the deal just a few months
later, having decided to try to build the Minute Maid brand on its own. Then
in July 2002 Coca-Cola and Groupe Danone formed a joint venture to
produce, market, and distribute Danone's Dannon and Sparkletts bottled-
water brands in the United States. In a separate deal, Coke took over the U.S.
marketing, sales, and distribution of Danone's Evian water brand, the French
firm's biggest seller.

In March 2003 the company slashed another 1,000 jobs from the payroll, half
of them at headquarters. Also that year, Coca-Cola was the recipient of more
negative publicity when it was revealed that several midlevel employees had
rigged a marketing test for Frozen Coke done three years earlier at Burger
King restaurants in the Richmond, Virginia, area. The scandal led to the
departure of the head of Coke's fountain division, and the company issued an
apology to Burger King and its franchisees and offered to pay them $21
million. An early 2004 launch of the Dasani brand into the European market
was aborted when bottles in Britain were found to contain elevated levels of
bromate, a substance that can cause cancer after long-term exposure.

This latest product recall came as Coca-Cola was in the midst of yet another
change at the top. In February 2004 Daft announced his intention to retire
following a search for a new chief executive. After considering a number of
outside candidates, the company hired a semi-outsider, E. Neville Isdell, in
June 2004. An Irish citizen who had grown up in Africa, Isdell was a former
senior executive at Coke who had led the company's push into a number of
new markets around the globe in the 1980s and 1990s. He left the company in
1998 to become chairman of Coca-Cola Beverages, a major Coke bottler, and
then retired in 2001. The new leader was faced with many of the same
challenges that his predecessor struggled with little success to overcome:
improving marketing, forging better relations with the company's bottlers, and
satisfying consumer demand for more healthful beverage products,
particularly of the noncarbonated variety.

Principal Subsidiaries: The Minute Maid Company.

Principal Divisions:Foodservice and Hospitality; North & West Africa;

Southern & East Africa; East & South Asia; China; India; Southeast & West
Asia; Philippines; Japan; South Pacific & Korea; Central Europe, Eurasia &
Middle East; Central Europe & Russia; Italy & Alpine; Southeast Europe &
Gulf; Germany & Nordic; Northwest Europe; Iberian; Brazil; Latin Center;
Mexico; South Latin.

Principal Competitors: PepsiCo, Inc.; Nestl S.A.; Cadbury Schweppes plc;

Groupe Danone; Kraft Foods Inc.

Chronology
Key Dates:

1886: Pharmacist Dr. John Styth Pemberton concocts Coca-Cola, a

mixture of sugar, water, caffeine, and extracts of the coca leaf and the
kola nut.

1891: Asa G. Candler, a druggist, gains complete control of Pemberton's

enterprise.

1892: Candler incorporates The Coca-Cola Company.

1899: The first bottling franchise is established.

1905: Coca-Cola syrup is completely free of cocaine.

1916: The unique, contour-shaped Coke bottle is introduced.

1919: Ernest Woodruff and an investor group buy the company for $25
million; the company goes public at $40 per share.

1923: Robert Winship Woodruff becomes president of the firm.

1943: Coca-Cola plants are set up near fighting fronts in North Africa
and Europe, helping boost American GI spirits and introduce Coke to
the world market.

1960: The Minute Maid Corporation is acquired.

1961: Sprite makes its debut.

1981: Roberto Goizueta becomes chairman.

 1982: Columbia Pictures is acquired for $750 million; Diet Coke is
introduced to the market.

1985: Coca-Cola is reformulated; New Coke is rejected by consumers,

and the company brings back the original formula, calling it Coca-Cola
Classic.

1987: Company sells its entertainment business to Tri-Star Pictures.

1990: Sales surpass the $10 billion mark for the first time.

1997: Douglas Ivester succeeds Goizueta as chairman and CEO.

1999: Company acquires the rights to sell Schweppes, Canada Dry, Dr

Pepper, and Crush brands in 157 countries, not including the United
States, Canada, Mexico, and most of Europe.

2000: New CEO Douglas N. Daft launches major restructuring

involving job cuts of 5,200.

2002: Company launches Vanilla Coke.

2004: E. Neville Isdell is named chairman and CEO.

Additional Details
Public Company

Incorporated: 1892

Employees: 49,000

Sales: $21.04 billion (2003)

Stock Exchanges: New York Boston Chicago National (NSX) Pacific

Philadelphia

Ticker Symbol: KO

NAIC: 312111 Soft Drink Manufacturing; 311930 Flavoring Syrup and

Concentrate Manufacturing; 311411 Frozen Fruit, Juice, and Vegetable
 Manufacturing; 311920 Coffee and Tea Manufacturing; 312112 Bottled
Water Manufacturing

Read more: http://www.referenceforbusiness.com/history2/32/The-Coca-

Cola-Company.html#ixzz4gCjQDzGO

Coca-Cola Beverages and Products

The Coca-Cola Company (NYSE: KO) is the worlds largest beverage company, refreshing consumers with more than

500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca-Cola, one of the worlds most

valuable and recognizable brands, our companys portfolio features 21 billion-dollar brands, 19 of which are available

in reduced-, low- or no-calorie options. These brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani,

vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the worlds largest

beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion

servings of our beverages are enjoyed by consumers in more than 200 countries each day.

Did you know? Coca-Cola sells soup in a can! Bistrone is a nourishing meal on the go, available in two

flavors in Japan.

Visitors to World of Coca-Cola in Atlanta have the opportunity to sample over 100 Coca-Cola beverages from around

the world in the ever-popular Taste It! beverage lounge. Guests can also try their hand at inventing new beverages

by mixing flavor combinations using the Coca-Cola Freestyle fountain dispenser. The touch-screen machine has the

capacity to dispense over 100 regular and low-calorie beverage brands in multiple taste combinations. Take a virtual

tour of Taste It! now!

More and more people are choosing low-calorie foods and beverages as a way to balance caloric intake with physical

activity. The Coca-Cola Company has a successful track-record of product innovation in the low-calorie beverage

category, with the introduction of Tab in 1963 and Diet Coke in 1982. By 1986, Diet Coke became the worlds top-

selling diet cola and continues to uphold that title today. Diet Cokes success led to the introduction of many flavor

extensions, such as Diet Coke with Lemon, Diet Vanilla Coke, Diet Cherry Coke, Diet Coke with Lime and most

recently, Diet Coke with Splenda. Recognizing that some consumers want a no-calorie beverage with the distinctive

taste of the original Coca-Cola brand, Coca-Cola Zero was introduced in 2005. Created to appeal to young adults, the

launch of Coca-Cola Zero was one of the most successful launches in The Coca-Cola Companys history. The

beverage is now available in more than 140 countries.

Of course, it all started with the original Coca-Cola brand beverage in 1886. Since that time, there has been much

speculation and rumor about what exactly is contained in the Secret Formula of the worlds best known beverage. At

World of Coca-Cola, you can feel closer than ever before to Coca-Colas most closely guarded trade secret and learn

about the intrigue behind the secret formula in our new Vault of the Secret Formula experience at World of Coca-Cola.

Coca-Cola remains committed to paying attention to consumers changing needs as well as cultural diversity in what

people like to drink and how they drink it. That commitment is evident in initiatives from a group dedicated to

identifying emerging brands to innovation in packaging and recycling programs.

Did you know? Before it goes to market, each Coca-Cola product undergoes nearly 450 different tests to

ensure that ingredient and packaging quality meets Company standards.

Among the newest choices for consumers is the mini can. At 7.5 ounces and only 90 calories, it is a refreshing

alternative for consumers who are conscious of portion and calorie control. Another new choice is Sprite Green, the
first naturally sweetened, reduced calorie sparkling beverage in the U.S. made with TRUVIA natural sweetener.

Each 8.5-ounce serving has 50 calories and 5% lemon juice. Lastly, in order to help consumers make more informed

decisions about their beverage selections, The Coca-Cola Company has added calorie information to the front of

product packaging.

The Coca-Cola Company cares about the health of consumers as well as the health of the planet. As part of a quest

to make every plastic bottle 100% renewable and recyclable, the PlantBottle was introduced in 2009. PlantBottle

packaging is a redesigned PET plastic bottle made from up to 30% renewable plant-based material that is fully

recyclable in most communities. This is the only plastic bottle in the marketplace made from plant-based material

which helps reduce dependence on non-renewable sources. In the United States, PlantBottle packaging is being

used for all Dasani package sizes. The innovative bottle was recently honored with a Greener Package Award. The

second-annual Greener Package Awards recognizes innovations that significantly reduce packagings environmental

footprint. PlantBottle also won the DuPont Award for Packaging Innovation and the Design for Recycling Award from

the Institute of Scrap Recycling Industries.

https://www.worldofcoca-cola.com/about-us/coca-cola-beverages-products/

Product Description
COCA-COLA
 Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of
the most recognizable brands in the world.

Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first
offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Colasyrup with
carbonated water.

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States.

In 1899, The Coca-Cola Company began franchised bottling operations in the United
States and in 1906 bottling operations for Coca-Cola began to expand internationally.

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SPRITE
 Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is
sold in more than 190 countries and ranks as the No. 3 soft drink worldwide.

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FANTA

Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and our
second largest brand outside the US. Fanta Orange is the leading flavor but almost every
 fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million
times every day around the world, consumers love Fanta for its great, fruity taste.

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DIET COKE

Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-free
soft drink. It was first introduced in the United States on August 9, 1982, as the first new
brand since 1886 to use the Coca-Cola Trademark. Today, Diet Coke/Coca-Cola light is
one of the largest and most successful brands of The Coca-Cola Company, available in
more than 150 markets around the world.

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 COCA-COLA ZERO

Coke Zero was Coca-Cola's largest product launch in 22 years and launched in 2005,
reaching billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting
refreshment and zero sugar.

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COCA-COLA LIFE
 Coca-Cola Life is a reduced-calorie cola sweetened with cane sugar and stevia leaf
extract.

At 60 calories per 8-oz. glass bottle, Coca-Cola Life has 35 percent fewer calories than
other leading colas*.

Stevia, a sweetener with zero calories, is obtained from the leaf of the stevia plant.
Together with cane sugar, stevia leaf extract gives Coca-Cola Life its delicious, sweet
flavor.

Coca-Cola Life is the perfect refreshing beverage to enjoy throughout summers sweetest
moments and pairs well with some of your favorite seasonal dishes.

For more information on Coca-Cola Life, follow us on Instagram and Twitter

@CocaColaLife

*Calories per 8-oz. glass bottle. Coca-Cola Life: 60 calories. Leading colas: 90-100
calories.

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DASANI
 Pure, crisp DASANI delivers fresh taste with a clean, fresh style. DASANI DROPS is the
vibrant and delicious drop that transforms everyday moments into something deliciously
fun, unexpected and colorful. A refreshing duo.

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MINUTE MAID

Minute Maid has been making juice for more than 60 years and has a heritage of
nutrition, innovation, and quality. In 1945, the U.S. Army ordered 500,000 pounds of
powdered orange juice from the Florida Foods Corporation, which later renames itself to
 Vacuum Foods and then finally the Minute Maid Corporation. The Minute Maid
Corporation was acquired by The Coca-Cola Company in 1960, marking its first venture
outside of soft drinks.

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CIEL

Ciel is a purified, noncarbonated bottled water that has been enjoyed by consumers since
1996. Ciel Mineralizada, a bottled mineral water, became available in Mexico in 2001.

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POWERADE
 POWERADE combines carbohydrates, electrolytes with fluids for energy and
hydration. It quenches thirst and replenishes minerals and carbohydrates lost during
sports or other intense activities. In most markets, POWERADE is scientifically
formulated with the ION4 Advanced Electrolyte System, which helps replenish 4 key
electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium.

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SIMPLY ORANGE
 Simply Orange is a premium, gently pasteurized, not from concentrate 100% orange
juice. Available in six varieties, Simply Orange is never frozen and never sweetened.

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COCA-COLA LIGHT

Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft
drink with a deliciously crisp taste that gives you a light boost in your busy
day. It was first introduced in the United States on August 9, 1982, as the first
new brand since 1886 to use the Coca-Cola Trademark. The brand created an
entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is
one of the largest and most successful brands of The Coca-Cola Company,
available in over 150 markets around the world.

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FRESCA
 With a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults.
Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored
drink. Its bubbly, crisp, light taste provides a flavorful beverage to consumers who want
great citrus taste in a calorie-free soft drink. Fresca is sweetened with sugar in some parts
of the world.

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GLACAU VITAMINWATER
 glacau vitaminwater has always been a simple idea. start with water. and then add bold,
fruity flavors and just the right amount of sugar to make it delicious. finally, top it off
with a little extra nutrition. genius. and it never wouldve happened if someone hadnt
looked at a plain bottle of water and said, what if this was a little better? making things
a little better is what makes glacau vitaminwater great.

glacau vitaminwater, the pioneer of the nutrient-enhanced water beverage category, is

available in over 26 countries. grab a cold vitaminwater and make your day a little better.
Also available with no calories in many countriesglacau vitaminwater zero.

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DEL VALLE

Del Valle Brand has its roots in Latin America and recently joined our billion dollar
brand status within The Coca-Cola Company portfolio of brands. It has a diverse juice
line up ranging from 100% juices and nectars to juice drinks and is available in different
convenient packaging for the whole family. The brand is available in Mexico, Brazil,
Colombia, Venezuela, Central America, and other markets in Latin America.

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GLACAU SMARTWATER

glacau smartwater is inspired by the way mother nature makes water, known as the
hydrologic cycle. we simulate this process by vapor distilling water, making every drop
as pure as the very first drop of rain (before it passes through pollutants, of course). if
thats not smart enough, we then one-up mother nature by adding in electrolytes for a
clean crisp taste. if that sounds like genius, it is. smartwater is smart because its made
that way.

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MELLO YELLO
 The smooth citrus taste of Mello Yello has refreshed people's thirst for over two decades.
Its unique taste and confident, in-control style sets it apart from other soft drinks. Mello
Yello highlights the smooth choices in life - because when you drink Mello Yello,
everything goes down easy.

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FUZE

Dont be fooled by a tough-guy name like FUZE Berry Punch. This drink is jam-
packed with delicious and inviting fruit flavor that cant wait to meet you.
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FUZE TEA

FUZE Lemon Iced Tea Adds a vibrant little splash of flavor to your day, so you can enjoy
a drink that packs as much punch as you do.

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HONEST TEA
 Honest Tea, the nation's #1 organic bottled tea, delivers great-tasting, lower-calorie
refreshment. Each tea is freshly brewed using organic tea leaves and a touch of organic
cane sugar. Honest Ade and Honest Kids, organic caffeine-free thirst quenchers, are
50 calories or less per serving. Honest Tea is USDA Certified Organic, OU Kosher, Fair
Trade Certified and is available at retailers nationwide.

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ODWALLA
 For over 30 years, Odwalla has been delivering great-tasting nutrition from coast to coast
with a full line of 100% juices, smoothies, protein shakes and food bars. Each one of our
products is uniquely crafted with high quality, premium ingredients. In fact, with over 40
different beverage and bar varieties, our expertise blends together the perfect combination
of delicious taste and purposeful nutrition. Personal choices can make a big difference
when it comes to taking care of yourself, and at Odwalla, we want you to live life fully,
one delicious snack at a time.

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POWERADE ZERO

Electrolytes without the calories. POWERADE ZERO is a great-

tasting electrolyte-enhanced sports and fitness drink. It combines
electrolytes with fluids for hydration. It quenches thirst and replenishes
minerals lost during sports or other intense activities.