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BIRTH OF A
REFRESHING IDEA
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The product that has given
the world its best-known taste was born in Atlanta, Georgia,
on May 8,1886.
Dr. John Styth Pemberton, a local pharmacist, produced the syrup
for Coca-Cola, according to legend, in a three-legged brass
pot in his backyard. He carried a jug of the new product down
the street to Jacobs' Pharmacy, where it was sampled, pronounced
"excellent" and placed on sale for five cents a glass as a soda
fountain drink. Whether by design or accident, carbonated water
was teamed with the new syrup to produce a drink that was at
once "Deficious and Refreshing:' a theme that continues to echo
today wherever Coca-Cola is enjoyed.
Thinking that "the two Cs would look wefi in advertising,’’
Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, suggested
the name and penned the now famous trademark "Coca-Cola" in
his unique script.
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The first newspaper ad for Coca-Cola
soon appeared in The Atlanta Journal, inviting thirsty citizens
to try "the new and popular soda fountain drink" Hand-painted
oilcloth signs reading "Coca-Cola" appeared on store awnings,
with the suggestion "Drink" added to inform passersby that the
new beverage was for soda fountain refreshment. During the first
year, sales averaged a modest nine drinks per day.
Dr. Pemberton never reahzed the potentiel of the beverage he
created. He graduary sold portions of his business to various
partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler. An Atlantan with great
business acumen, Mr. Candler proceeded to buy additional rights
and acquire complete control.
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The first outdoor advertisement for Coca-Cola was an oilcloth
sign hungfrom the awning of jacobs'Pharmacy in Atlanta. Painted
walls were another earlyfonn Of direct consumer advertising
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 From
1903-1905, opera star Lillian Nordicas picture appeared on metal
serving trays, sampling coupons, magazine advertising, metal
signs, menus, bookmarks and calendars
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The antebellum former résidence of an Atlanta banker
became the birthplace of Coca-Cola in 1886 and served as the
early home of the fledgling enterprise |
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 One
of the most enduring forms of advertising has been the annual
Coca-Cola calendars, famous for their depictions of fashionable
women enjoying a moment of refreshment. |
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 Clocks
bearing the Coca-Cola trademark were among the first prizes
awarded to dealers as a reward for achieving sales quotas. Other
gifts included syrup urns and apothecary scales. |
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