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I n t e r n e t R a d i o - D i s c o v e r t h e P o w e r - O f I d e a s
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WHAT EXACTLY IS COCA COLA?
Coca Cola was invented in 1886. Today it is the most recognizable product brand on the face of the earth. Even if you don't drink it you know what Coke is. OK, so what is it? Not just a drink! Coca Cola has been designed as a complete sensory experience. That's just one of the propositions Michelle Allen, from the Sydney office of Coca Cola, puts forward during this talk. I'm also joined by Wolfgang Kasper from the Centre for Independent Studies, who recalls his days in Rumania when he first came across this mysterious 'symbol of the free world'. Equipped with our bottles of capitalist beverage, we conduct live Coke sampling and look into: Approaches to sponsorship, the reinvention of Santa Claus, principles of marketing and advertising, the ingredients of Coke's success, packaging and distribution, maintaining leadership, identifying with lifestyles, finding a unique place in the consumer's consciousness, remaining dynamic all these years, and lots more.
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