Coca-Cola

The Coca-Cola Company is the worlds largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the worlds most valuable brand, the Companys portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the worlds largest beverage distribution system, consumers in more than 200 countries enjoy the Companys beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944) or (in European and American countries) as cola or pop. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free CocaCola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee. In response to consumer insistence on a more natural product, the company is in the process of phasing out E211, or sodium benzoate, the controversial additive used in Diet Coke and linked to DNA damage in yeast cells and hyperactivity in children. The company has stated that it plans to remove E211 from its other products, including Sprite and Oasis, as soon as a satisfactory alternative is found.
Ingredients
Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin) Caffeine

 Phosphoric acid v. Caramel (E150d) Natural flavourings

A can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from sugar, approximately 10 teaspoons.), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.
Formula of natural flavorings

The exact formula of Coca-Cola's natural flavourings (but not its other ingredients which are listed on the side of the bottle or can) is a trade secret. The original copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. A popular myth states that only two executives have access to the formula, with each executive having only half the formula. The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process.

The history of The Coca-Cola Company

1886-1892 It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special. So Jacobs' Pharmacy put it on sale for five cents a glass. It was initially sold as a patent medicine at soda fountains,

which were popular in the United States at the time due to the belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.
Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. 1893-1904 Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. 2

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize then that the future of Coca-Cola would be with portable, bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage -- for the sum of only one dollar. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created. Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Chandler secured rights to the business for a total of about $2,300. Candler would become the Company's first president, and the first to bring real vision to the business and the brand. 1905-1918 Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. This was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of CocaCola, urging consumers to "Demand the genuine" and "Accept no substitute." The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article. As the country roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000. 1919-1940 Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives.

1941-1959 3

In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming true -from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times. 1960-1981 After 70 years of success with one brand, Coca-Cola, the Company decided to expand with new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company. The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke." In 1978, The Coca-Cola Company was selected as the only Company allowed to sell packaged cold drinks in the People's Republic of China. 1982-1989 The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk taking." Among his bold moves was organizing the numerous U.S. bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke, the very first extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in the world, second in success only to Coca-Cola. One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called new Coke. In the real world, they had a deep emotional attachment to the original, and they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. But the Company listened, and the original formula was returned to the market as Coca-Cola classic, and the product began to increase its lead over the competition -- a lead that continues to this day. 4

1990-1999 The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National Basketball Association. CocaCola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the world's fastest growing and most popular spectator sports. And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined the Company's line-up, including Powerade sports drink, Qoo children's fruit drink and Dasani bottled water. The Company's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than 120 countries around the world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner. 2000-Now In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to the worlds most ubiquitous brand, with more than 1.6 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time.

Advertising
Most people can agree on what Santa Claus looks like -- jolly, with a red suit and a white beard. But he did not always look that way, and Coca-Cola advertising actually helped shape this modern-day image of Santa. 2006 marked the 75th anniversary of the famous Coca-Cola Santa Claus. Starting in 1931, magazine ads for Coca-Cola featured St. Nick as a kind, jolly man in a red suit. Because magazines were so widely viewed, and because this image of Santa appeared for more than three
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decades, the image of Santa most people have today is largely based on our advertising. Before the 1931 introduction of the Coca-Cola Santa Claus created by artist Haddon Sundblom, the image of Santa ranged from big to small and fat to tall. Santa even appeared as an elf and looked a bit spooky. Through the centuries, Santa Claus has been depicted as everything from a tall gaunt man to an elf. He has worn a bishop's robe and a Norse huntsman's animal skin. The modern-day Santa Claus is a combination of a number of the stories from a variety of countries. The Coca-Cola Company began its Christmas advertising in the 1920s with shopping-related ads in magazines like The Saturday Evening Post. The first Santa ads used a strict-looking Claus, in the vein of Thomas Nast. At this time, many people thought of Coca-Cola as a drink only for warm weather. The Coca-Cola Company began a campaign to remind people that Coca-Cola was a great choice in any month. This began with the 1922 slogan "Thirst Knows No Season," and continued with a campaign connecting a true icon of winter -- Santa Claus -- with the beverage. The Coca-Cola Santa made its debut in 1931 in The Saturday Evening Post and appeared regularly in that magazine, as well as Ladies Home Journal, National Geographic, The New Yorker and others. The instantly popular ad campaign appeared each season, reflecting the times. One ad even featured Santa in a rocket! Sundblom continued to create new visions of Santa Claus through 1964. For decades after, Coca-Cola advertising has featured Santas image based on Sundbloms original works. Did you know? It's a common misconception that Santa wears a red coat because red is the color of Coca-Cola. In fact, Santa appeared in a red coat before artist Haddon Sundblom painted him for Coca-Cola advertising. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman. 1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means Coca-Cola". In 1971, a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing," produced by Billy Davis, became a hit single.
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Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born. Coca-Cola sales booth on the Cape Verde island of Fogo in 2004. Some of the memorable Coca-Cola television commercials between 1960 through 1986 were written and produced by former Atlanta radio veteran Don Naylor (WGST 19361950, WAGA 19511959) during his career as a producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes and popular singers. During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests demonstrating that, according to the commercials, "fifty percent of the participants who said they preferred Coke actually chose the Pepsi." Statisticians were quick to point out the problematic nature of a 50/50 result: most likely, all the taste tests really showed was that in blind tests, most people simply cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market. Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three commercials for the company. In 1994, to commemorate her five years with the company, Coca-Cola issued special Selena coke bottles. The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Cokeproduct images in many of its films. After a few early successes during Coca-Cola's ownership, Columbia began to under-perform, and the studio was sold to Sony in 1989. Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it" , Thirst knows no season, The best friend thirst ever had, Life tastes good, Make It Real, Open Happiness. In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where consumers earn points by entering codes from specially marked packages of Coca-Cola products into a website. These points can be redeemed for various prizes or sweepstakes entries

Sports sponsorship
Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since.[78] This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Olympics in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010 by changing the ending line of the commercial to say "Now they know whose game they're playing".
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Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organised by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA Coca Cola Cup". In addition, Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Charlotte Motor Speedway in Concord, North Carolina and Daytona International Speedway in Daytona, Florida. Coca-Cola has a long history of sports marketing relationships, which over the years have included Major League Baseball, the National Football League, National Basketball Association and the National Hockey League, as well as with many teams within those leagues. Coca-Cola is the official soft drink of many collegiate football teams throughout the nation. Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indian subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian Premier League. In England, Coca-Cola is the main sponsor of The Football League, a name given to the three professional divisions below the Premier League in football (soccer). It is also responsible for the renaming of these divisions until the advent of Coca-Cola sponsorship, they were referred to as Divisions One, Two and Three. Since 2004, the divisions have been known as The Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of Division 3). This renaming has caused unrest amongst some fans, who see it as farcical that the third tier of English Football is now called "League One." In 2005, Coca-Cola launched a competition for the 72 clubs of the football league it was called "Win a Player". This allowed fans to place 1 vote per day for their beloved club, with 1 entry being chosen at random earning 250,000 for the club; this was repeated in 2006. The "Win A Player" competition was very controversial, as at the end of the 2 competitions, Leeds United AFC had the most votes by more than double, yet they did not win any money to spend on a new player for the club. In 2007, the competition changed to "Buy a Player". This competition allowed fans to buy a bottle of CocaCola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website {www.coca-colafootball.co.uk}. This code could then earn anything from 50p to 100,000 for a club of their choice. This competition was favored over the old "Win A Player" competition, as it allowed all clubs to win some money.

The Coca-Cola system

The Coca-Cola Company is the worlds largest beverage company. We operat in more than 200 countries and market a porfolio of more than 3.000 beverage products including sparkling drinks and still beverages such as waters, juices and juice drinks, teas, coffees, sport drinks and energy drinks. Headquartered in Atlanta, Georgia, we employ approximately 92,800 associates across our six operating groups-Eurasia&Africa, Europe, Latin America, North america, Pacific and Bottling Investments in addition to Corporate. Our Company manufactures the concentratees, beverage basses and syrups that make our brands unique, and sells them to bottling operations. We own or license the brands and, to connect our brands to our consumers, we focus on marketing activities including print and television advertising, online programs, retail store displays, sponsorship, contests, and package design. 8

Our focus beverage creation and marketing enables us to understand and meet the diverse and ever-changing beverage needs and desires of our consumers around the world.

The Bottlers
Our more than 300 bottling partners worldwide range from international and publicitytraded businesses to small, family-owned operations- the vast majority of which are not owned or controlled by The Coca-Cola Company. Our bottling partners are responsible for producing, packaging, distributing and merchandising our products wordwide. They work closely with our customers to carry out localized marketing plans developed in partnership with our Company. While the Coca-Cola System is not a single entity from a legal or a managerial perspective, the sustainable growth of the system as a whole depends on the collaboration, support , and shared values and goals of the Company and its bottling partners.

Our customers
Worldwide, The Coca-Cola Company is No.1 in sales of sparkling beverages and juice drinks, as well as No.2 in sales of sport drinks and No.3, in sales of bottled water. Its our customers that are largely responsible for this unreleting success. Our customers are grocery stores, restaurants, street vendors, mass merchandisers, convenience stores, drug stores, movie theaters and amusement parks, among others.They sell the products to consumers like you, who enjoy our products at a rate of nearly 1.6 billion servings a day. Our customers make it possible for consumers in local communities around the world to purchase and wnjoy our broad portfolio of quality beverages. With a portfolio of more than 3,300 beverages, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, our variety spans the globe.

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.
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Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world... To inspire moments of optimism and happiness...

To create value and make a difference. Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization. Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

Live Our Values Our values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands

Quality: What we do, we do well Focus on the Market

Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day
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Be insatiably curious

Work Smart

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent

Work efficiently Act Like Owners

Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems

Learn from our outcomes -- what worked and what didnt Be the Brand

Inspire creativity, passion, optimism and fun

Innovation in our Products

Introducing the new Coca-Cola mini. With 7.5 ounces and 90 calories, we've downsized everything but the taste you love. You can also enjoy mini cans of Cherry Coca-Cola, Sprite, Fanta Orange and Barq's Root Beer. These smaller bursts of happiness available from this year. Sprite Green is the first naturally sweetened, reduced calorie sparkling beverage in the U.S. made with TRUVIA natural sweetener. TRUVIA is made from rebiana, which comes from the stevia leaf. Similar to tea, stevia leaves are harvested, dried and steeped in water. Then this extract is further refined and purified and you're left with the natural sweetness of rebiana. Each 8.5-ounce serving has 50 calories and 5% lemon juice. New Sprite Green only available in select locations in New York and Chicago. We're giving you a new way to size up your choices by adding the calorie information to the front of our packaging. By refreshing our labeling, we'll help make it even easier to make informed decisions on your beverage choices. We're committing to including front-of-pack energy information on all Coca-Cola products by the end of 2011.

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Innovation in our Marketing

Coca-Cola Japan's new water brand I LOHAS is helping consumers contribute to environmental sustainability with a new ultra-light "crushable" plastic bottle that weighs 40% less than regular PET packaging. The label size has been reduced to save in materials and the water is sourced from places close to the plant to further reduce CO2 emissions from transportation. The new product was launched with an innovative marketing campaign called CRUSH ECO that demonstrates how consumer choices can affect carbon footprint. When the empty bottle is twisted, it becomes crushed like a rag. It feels great to do it and is a tangible action consumers can take every time they finish a bottle of I LOHAS. Making the choice to buy, drink and "crush" the new I LOHAS package is a very easy way they can act to make a difference. The campaign featured a street art project that turned the crushed bottles into "art" rather than rubbish. Sculptures and street installations called "Homeless Animals in the Concrete Jungle" highlighted the issue of habitat destruction while demonstrating the unique crushable PET bottle. A documentary video was created to show how easy it is to crush and recycle the new packaging. CRUSH ECO was awarded an Asia Marketing Effectiveness (AME) Award for Best Integrated Marketing Campaign for leveraging consumers' increasing desire to help solve environmental issues. The concept that consumers can make a significant difference to the world they live in by simply changing their choice in a water brand has revolutionized the market and the way consumers buy water in Japan. As a result, I LOHAS became the No.1 brand in Japan in just 6 months.

Innovation in our Equipment

Interactive Vending Machine The video vender, which debuted at the 2008 Beijing Olympics, and is now in select Simon Malls throughout the United States, integrates a Samsung 46-inch LCD touch screen into the front of a Coca-Cola vending machine. The large-format display combined with Flash technology, motion graphics, high-definition video and Bluetooth capabilities for mobile downloads, creates a uniquely immersive experience for consumers. The video vender took home the Gold Lion in the Point of Sale category at the 2009 Cannes Lions International Advertising Festival. Climate Friendly Coolers The Coca-Cola Company is committed to sustainable refrigeration for its vending equipment. Our Climate Friendly Coolers use a CO2 refrigeration system and HFC-free insulation foam that reduce potential direct CO2 equivalent green house gas emissions by
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approximately 99%. They also contain an intelligent management system reducing energy use and indirect carbon emissions up to 35%. By using these technologies, our typical Climate Friendly Cooler will reduce direct and indirect carbon emissions by over 3 tons over the Cooler's lifetime

Innovation in our Packaging

Introducing PlantBottle The origins of the Bottle of the Future can be traced back to 1978 when we introduced the world to sparkling beverages in PET plastic bottles. Today, we've reached another milestone as we launch PET plastic beverage bottles made partially from plant-based material. Our vision is to continue innovating to create a bottle that is made with 100 percent plant-waste material while remaining completely recyclable like traditional PET plastic. PlantBottle PET plastic bottles are made with up to 30% plant-based material. Our PlantBottle packaging is being launched initially in Denmark and in the western regions of Canada and the United States. PlantBottle packaging helps reduce our dependence on a non-renewable resource petroleum. Like traditional PET bottles, PlantBottle PET plastic bottles are completely recyclable and our preliminary research indicates that its carbon footprint is less than traditional PET plastic.*

PlantBottle Basics
PlantBottle PET plastic beverage bottles are made with up to 30 percent of their PET material derived from plants. The Coca-Cola Company has worked with our partners to develop a process for making PET plastic bottles that contain a blend of traditional material and up to 30 percent plant-based material. Today, the plant-based material is made from sugar cane and molasses, a by-product of sugar cane processing.

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In some markets, we will use both recycled content as well as plant-based material in our PlantBottle packaging. For bottles that use recycled material, the recycled content plus plantbased material should enhance the environmental benefit associated with PlantBottle packaging by further reducing the use of virgin petroleum-based material during manufacturing. Our sustainable packaging goal is to reduce our environmental footprint by reducing our material use, increasing recycling, using more recycled content and advancing innovative technologies. PlantBottle packaging fits well into that broader strategy by allowing us to reduce our dependence on a nonrenewable resource -- petroleum which is feedstock material for traditional PET plastic, by being a completely recyclable bottle like conventional PET plastic bottles, and by lowering our carbon footprint as indicated by our preliminary research.*

2009- Review and Highlights

We entered 2009 with a simple and clear purpose: to confront the global economic uncertainty by focusing on what we could control. We worked to ensure that we came out of this crisis in an even stronger position by communicating with our consumers and retail customers; investing in innovation; and enhancing our distribution, sales and production capabilities around the world. In 2009, our Company generated $8.2 billion in cash from operations, up 8 percent from 2008 and marking the first time we have surpassed the $8 billion mark. We reinvested $2 billion back into our business, repurchased $1.5 billion in Company stock and paid $3.8 billion to shareowners through dividends. Indeed, 2009 marked our 47th consecutive year of increased dividend payments. Our system took a major step forward on February 25, 2010, when we announced that The Coca-Cola Company will acquire the entire North America business of Coca-Cola
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Enterprises Inc. (CCE), which consists of approximately 75 percent of U.S. bottler-delivered volume and almost 100 percent of Canadian bottler-delivered volume. We also agreed in principle to sell our Norway and Sweden bottling operations to CCE, and CCE will have the right to acquire our majority stake in the German bottling operations in the future.

The Coca-Cola 2009 system Highlights

Sponsored the Olympic Torch Relay in 11 countries beginning in February 2009,

leading up to the Vancouver 2010 Olympic Winter Games.

Unveiled our new Coca-Cola Freestyle fountain in select U.S. markets, giving

consumers the opportunity to create more than 100 different branded beverages.
Partnered with Twentieth Century Fox on a global promotional campaign for

Coca-Cola Zero and director James Camerons epic-adventure and blockbuster film Avatar. Received a Gold Lion Award in the Point of Sale category at the 2009 Cannes Lions International Advertising Festival for our interactive vending machine that invites consumers to play while purchasing their Coca-Cola beverage through video, mobile phone download technology and a touch screen
Received the Gold Award from the Great Place to Work Institute for being

one of the Best Companies to Work For in France.

Set the Guinness World Record for organizing the most people to

simultaneously open a Coca-Cola contour bottle in Dubai.

Launched the FIFA World Cup Trophy Tour, the Companys first pan-Africa

marketing program which touches every country in Africa over nine months. In total, the Tour will visit 89 cities in 86 countries during its 134,017-kilometer journey through May 2010.
Introduced plantbottle, a redesigned polyethylene terephthalate (PET) plastic

bottle made from up to 30% plant-based, renewable materials and is 100% recyclable. The bottle was piloted with Dasani and Coca-Cola in 2009. We plan to have 2 billion bottles in market by the end of 2010.

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Bibliography: www.livepositively.com www.thecoca-colacompany.com http://en.wikipedia.org http://www.cchbcjobs.ro/ http://www.coca-cola.ro http://www.coca-colahellenic.com/

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