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In 1820, British author Charles Caleb Colton wrote, “Imitation is the sincerest form of flattery,” but is doubtful whether Candler would have agreed. When the rising popularity and success of Coca-Cola became increasingly apparent to outsiders, there was no shortage of entrepreneurs ready to take advantage. Hundreds of copycat beverages were released on the market within weeks. The need to protect his great product and his strong brand were Candler’s motivations for ensuring both were unique enough to stand out.
It was for this reason that Candler tried to focus his advertising around the authenticity and originality of Coca-Cola. From urging customers to “Demand the genuine” and “Accept no substitute,” Candler pushed the idea that only the real Coca-Cola would satisfy your thirst. In one of his last acts as head of the firm, Candler also decided to create a bottle shape for his drink that was distinctive and would assure customers they were getting nothing less than the real Coca-Cola. In 1916, the famous contour hourglass bottle was first manufactured by the Root Glass Company in Terre Haute, Indiana. The shape was chosen both for its attractive appearance and unique design, and because even in the dark, it could be identified as a Coke. Today, that bottle remains the signature shape of Coca-Cola.
Candler also got some help in safeguarding his brand from Frank Robinson, Pemberton’s original bookkeeper. It was Robinson who was responsible for creating the drink’s name in the first place, suggesting Coca-Cola as the catchy combination of the drink’s two most important ingredients – coca leaves and cola nuts. It was also Robinson who first scripted ‘Coca-Cola’ into the cursive, flowing letters, which have today become the drink’s famous and distinctive logo.
Candler also struggled to protect his brand from imitators in the court of law. He engaged in a series of copyright litigations every time a new company popped up that was trying to copy the Coca-Cola brand too closely. He fought hard to ensure that consumers would not be confused and to establish Coke’s status as ‘the real thing’. To this end, Candler also fervently guarded the exact formula that was used to make his beverage, something which remains a mystery to this day. Whether done intentionally or not, that secrecy has also lent itself significantly to the brand’s enduring mystique.
Over the years, numerous challenges arose that, like the company’s imitators, threatened to destroy the brand. For instance, when rumours began to spread that Coke contained more than just trace amounts of coca leaves and was in fact laced with cocaine, Candler knew that his image as a family-oriented company was at stake. And so, in 1892, he altered the formula, reducing the coca leaves, and went on an aggressive public relations campaign to dispel the notion that there was anything harmful in the drink.
Candler understood the importance of creating a unique and strong brand and went to whatever lengths necessary to protect his assets.
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