-
The Birth of Coca-Cola.
John Pemberton, the creator of Coca-Cola, stirs up a fragrant, caramel-colored liquid. He sells it in the pharmacy for 5 cents a glass. The mixture was named Coca-Cola, written out in a distinct cursive script still used today.
In the first year, 9 glasses were sold a day. -
Marketing Strategies: The Beginning
Coca-Cola's first president, began to give away coupons for complimentary first tastes of Coca-Cola. Pharmacies were decorated with clocks, urns, and calendars bearing the Coca-Cola brand.
People saw the name Coca-Cola everywhere. -
The Aggressive Promotion Worked
Candler's aggressive promotion of Coca-Cola worked! Syrup plants spread to Chicago, Los Angeles, and Dallas -
"Demand the Genuine"
Due to the event of copycat beverages becoming portable, Coca-Cola began to focus on the authenticity of the brand urging consumers to "Demand the Genuine" and "Accept No Substitute".
A distinct bottle shape was created to assure consumers they were getting the "real" Coca-Cola. -
Coca-Cola Travels
Coca-Cola is introduced oversees- the brand traveled with the U.S. team to the Amsterdam Olympics.
The drink began to travel as a six-pack and an open top cooler making it easier for people to take Coca-Cola on the go, as well as making the brand a part of consumers lives. -
America enters WWII
"Every man in uniform gets a bottle of Coca-Cola for 5cents, wherever he is, and whatever it costs the company"
When countries came to peace, foundations were laid for Coca-Cola to do business oversees- people grew to trust the brand.
From the 1940's to the 1960's the number of countries with bottling operations doubled. -
Imagery of Advertising
Advertising created Coca-Cola's image: it reflected a brand connected to fun. The brand is advertised with images of happy couples at the drive-in movies, carefree moms driving big yellow convertibles. The imagery reflected the carefree American lifestyle everyone desired. -
Blue Ribbon Sports
Phil Knight and Bill Bowerman found Blue Ribbon Sports, the predecessor of Nike -
"I'd Like to Buy the World a Coke"
The carefree appeal of Coca-Cola became international with a commercial aired in 1971, 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." -
Innovation of apparel
The waffle shoe was created using a waffle maker. The name of the shoe was called the "Moon Shoe" and was distributed to athletes competing in the US Olympic Track and Field Trials in Eugene, Oregon -
Beginning of a sports revolution
Anew track cleat is created by Blue Ribbon Sports and is called the "Nike" by Blue Ribbon Sports' first employee Jeff Johnson. At the same time the "Swoosh" logo is designed by a student from Portland State and appears on the Nike leading to one of the most profound logos of our time. -
Use of athletes are product ambassadors
Nike contracts athletes to wear and promote their shoes. Most notably is Steve Prefontaine from the Portland area who would become one of the accomplished track and field stars to this day. -
Apple Founded
Steve Jobs and Steve Wozniak found Apple -
Regis McKenna Advertising
Regis McKenna Advertising is brought on to represent Apple Computer. -
Apple Logo is Designed
Rob Janoff designs the rainbow Apple logo. -
First Ad Campaign
Apple’s first ad campaign is launched by Regis McKenna Advertising. It is aimed initially at electronic enthusiasts, but becomes the first company to use consumer magazines to advertise personal computers. -
First true print ad
Nike releases it's first print as titled, "There is no finish line" to appeal to runners and all athletes. The phrase becomes wildly popular with all athletes to embody their commitment, competitive spirit, and passion -
Officially Nike, John McEnroe
Blue Ribbon officially becomes Nike. At this same time they sign tennis bad boy John McEnroe to an endorsement contract. -
Repair Program
A nationwide repair program is announced by Apple that features same-day service. -
Innovation of technology
Nike introduces the Air Max, a revelation of sports apparel. The shoe features gas-filled plastic membranes inserted into the sole of running shoes to provide cushioning. -
Fitness Craze
America enters a fitness craze in the 80's-- consumers began to demand a healthy lifestyle. So came the introduction of Diet Coke- the first extentsion of Coca-Cola trademark.
Diet Coke became the top low calorie drink in the world -
Apple Seed
Apple Seed, a computer literacy program, is announced and will provide elementary and high schools with computer course materials. -
Chiat/Day Advertising
Chiat/Day Advertising now in charge of the Apple account. -
Dick Cavett
Apple airs commercials featuring popular TV personality Dick Cavett. -
Household Name
Apple becomes a household name and raises public awareness of the company. Public awareness rises from 10% to 80% during 1981. -
Wieden and Kennedy
Nike hires newly formed Wieden and Kennedy advertising agency to handle their marketing needs. Later in October the first commercial for Nike airs during the New York Marathon -
Year of the Computer
Time magazine devotes their "Man of the Year" issue to the "Year of the Computer." -
Touchdown!
During the Superbowl Apple airs their “1984” commercial introducing the Macintosh personal computer. Although only run once by Apple, it becomes one of the most memorable ads in TV history thanks to its replays. Apple also runs a 20 page ad for Macintosh in major magazines, setting new records in readership as well as recall scores. -
A star is born
Nike pursues the services of a rising basketball star from the University of North Carolina, Michael Jordan. From here a relationship is formed that will push both Nike and Michael over the top. -
Consumers Digest Hall of Fame
Apple is elected to the Consumers Digest Hall of Fame for their responsiveness to consumer needs. -
Newsweek Takeover
Apple takes over the post-election issue of Newsweek by buying every available advertising page, encouraging 200,000 people to perform a 24-hour free trial of a Macintosh in their home. This promotion is named one of the 10 best of the year by Advertising Age magazine. -
Logo Display
Apple places seat cushions on seats in Stanford Stadium for Super Bowl XIX displaying their logo. -
Support Program Creation
A support program is created by Apple to encourage communication between the company and their user groups (almost 600) nationwide. -
Taglines
4th grader Tiffeny Speir from Dallas, Texas creates the tagline for Nike, "Just Do It" -
Support from Sports
Coca-Cola's long connection with sports strengthens the brand name. In the 1990's, Coca Cola became the Official Soft Drink of NASCAR- which connects the brand with one of the world's fastes growing and most popular spectator sport -
Always Coca-Cola
The world meets the lovable Coca-Cola Polar bear during the introduction of "Always Coca-Cola" advertising campaign.
The campaign spreads widely- consumers continue to associate the advertisement with the brand. -
MTV
Apple begins marketing on MTV, the first direct effort to reach the college market. -
Community Substainability
Nike introduces Reuse-A-Shoe, which collects athletic shoes, and recycles them for the making of athletic courts, tracks and fields. -
Cannes
Nike wins advertiser of the year at the Cannes Film Festival -
Catching a tiger
Nike signs Tiger Woods and fully expands their golf presence. -
Skating Rink
Nike signs NHL superstars Sergei Federov and Jeremy Roenick, and begins to manufacture hockey equipment -
Through the gym
Nike introduces the Nike Show cushioning/support system worn by NBA superstar and dunk contest winner Vince Carter. -
Busy is good
Nike purchases Converse, International Sales exceed domestic sales, Nike signs Lebron James to an unprecedented $87 million endorsement contract, and wins Advertiser of the year once again at the Cannes Advertising Festival -
Let's team up
Nike joins with Apple to create the Nike+iPod sports kit, enabling runners to log and monitor their runs via iTunes and the new Nike+ website. -
Providing magic
Coca-Cola's goal is to provide magic every time someone drinks it's brand. The company wants your Coca-Cola brand to be exciting and satisfying, every single time. -
Into the present
Apple continues to create new products that continue with their history of consistent user interface and great customer service.
