Entries in Coke (4)


Coca-Cola Moves Secret Formula

James G. Welgos/Archive Photos/Getty Images(ATLANTA) -- Coca-Cola has moved its secret formula to an exhibit where the public can see it -- or at least see a vault containing the closely guarded 125-year-old recipe.

The formula, housed in a vault in the SunTrust Bank in Atlanta since 1925, was transferred in a stealth move last Sunday under heavy security, according to Coca-Cola marketing manager Jacquie Wansley.

It’s now inside a 10-foot-tall vault at the World of Coca-Cola, the company’s attraction in downtown Atlanta, where the new exhibit was opened Thursday.

Copyright 2011 ABC News Radio


Coke and Diet Coke Cans Should Be Polar Opposites, Buyers Say

Ramin Talaie/Bloomberg via Getty Images(NEW YORK) -- Don’t worry, Coke fans, those classic red cans are on their way back.

The Coca-Cola Co. told ABC News Thursday that it would be following up last month’s release of its white, holiday “Arctic Home” cans adorned with polar bears with a “limited-edition” red version.

“We launched ‘Arctic Home’ to raise awareness and funds for the polar bear. … We committed up to $3 million to World Wildlife Fund and are encouraging others to join us in helping protect the bears and their habitat,” spokesman Rand Carpenter wrote via email. “The plan is to continue shipping the billion-plus white cans until they run out and we are nearing that now.”

Some consumers told ABC News Thursday that although they liked the message behind the redesign, they mixed up the white can with Diet Coke.

“We were confused and did think it was diet at first,” Lucie Kamuda McHan commented on Facebook. “I understand why they are doing it, but they still could have kept them red and just painted white polar bears on them. I like the red ones better.”

“I purchased three six-packs because I thought they were diet,” Gail O’Donnell of Danvers, Mass., told ABC News via email. “I drank one and wondered why it tasted so good. I didn’t look at the can. … I am a diabetic and can only drink diet sodas. … They need to make it so it is not confused.”

Others said the beverage tasted differently in the white can, but Carpenter told ABC News the beverage’s ingredients were the same.

“Whenever we change our packaging, we nearly always hear from a handful of people that believe the taste is different,” he said. “Of course, it isn’t.”

Sam Craig, a marketing professor at New York University’s Stern School of Business, said that although he didn’t believe Coke’s brand would be tarnished or altered by backlash, the message was clear: “Don’t mess with the brand.”

“The fundamental thing is that people don’t like change,” he said.

In 2009, when PepsiCo ditched the straw-in-the-orange logo on the packaging of its Tropicana Pure Premium orange juice, customers did more than complain. Many stopped buying it. From January, when the new packaging was launched, until February, sales of the juice dropped 20 percent, according to Advertising Age.

PepsiCo scrapped the new packaging and brought the orange back. The failed redesign cost the company a reported $35 million.

In October 2010, Gap sought to replace its more than 20-year-old blue square logo with a more contemporary design. Within days of the launch,  the retailer had done away with the idea after consumers  took to Facebook and Twitter to voice their outrage.

And earlier this year, Frito-Lay released a quieter compostable bag for its SunChips brand after a 2010 redesign was pulled from the shelves because of complaints that it was just too loud.

As for Coca-Cola, Carpenter would not comment on sales during the “Arctic Home” promotion but said the company was “excited about the positive impact this campaign is having with our consumers and customers to help protect the polar bear’s home.”

As of Tuesday, more than $137,000 had been raised for the animals.

Copyright 2011 ABC News Radio


Famous Coca-Cola Museum in Kentucky Closes Its Doors

Justin Sullivan/Getty Images(ELIZABETHTOWN, Ky.) -- If you happened to be in Elizabethtown, Kentucky Tuesday and wanted to stop by the famed Schmidt Museum of Coca-Cola Memorabilia, you were out of luck.

The museum closed up for good without warning.

However, if you happen to be a Coca-Cola memorabilia collector in the market for some really valuable one-of-a-kind items, you are definitely in luck because the family of Bill and Jan Schmidt will be selling all of their 80,000 artifacts at auction beginning this September.

The Schmidts, who owned a Coke bottling plant, founded their museum in 1977, which features everything from old coke bottles and trays to soda fountains and antique delivery trucks.

An archivist with the Coca-Cola Company ranked the Schmidt collection as one of the top three private holdings.  In fact, the museum has many Coke items that the Coca-Cola company doesn’t.

Larry Schmidt, whose father, Bill, died four years ago, said that the family will hold periodic auctions in order not to flood the market, which would devalue other private collections.

It’s expected that the Schmidt family will reap about $10 million once the auctions are completed several years down the road.´╗┐

Copyright 2011 ABC News Radio


Is This the Secret Coke Recipe?

Photo Courtesy - Getty Images(CHICAGO) -- The public radio program This American Life went on the air last weekend claiming to have unearthed the closely guarded secret formula for Coca-Cola.

"I am not kidding," host Ira Glass said at the top of the show, rustling the paper into his microphone. "One of the most famously guarded trade secrets on the planet: I have it right here and I am going to read it to you. I am going to read it to the world."

Glass goes on to spend the first half of his program explaining how he found the recipe, hidden in plain view. His story starts when he stumbled across a column in the Feb. 18, 1979, edition of the Atlanta-Journal Constitution, Coke's hometown paper. There, "buried" on page 2B was a photograph of a page from an old book of handwritten pharmacists' recipes.

Coca-Cola was invented in the 1880s by John Pemberton, a pharmacist, and was originally sold at drug store soda fountains.

Glass also talked to author Mark Pendergrast, who claims to have found the original Coca-Cola recipe in Coke's archives while researching his 1993 expose, For God, Country & Coca-Cola. The two formulas are remarkably similar, leading Glass to conclude that he had, indeed, uncovered the original recipe.

He had a batch made up at the Jones Soda Co. in Seattle. It didn't taste exactly like the Coke we know today because, in part, at least one ingredient is almost impossible for anyone but Coca Cola to obtain: fluid extract of coca, which are coca leaves that have been stripped of cocaine.

The rest of the recipe includes citric acid, caffeine, sugar, water, lime juice, vanilla, and caramel. A second part of the formula, which had the code name "7X," contains alcohol, orange oil, lemon oil, nutmeg oil, coriander, neroli and cinnamon.

For its part, Coca-Cola is not sweating.

"Many third parties have tried over time to crack our secret formula," spokeswoman Kerry Tressler told ABC News. "Try as they might, there's only one real thing. And that was not it."

Copyright 2011 ABC News Radio´╗┐

ABC News Radio