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Liquid Gold: How Candler Turned a Drink into an Empire

Article Overview: “Every human life is made to fit some place, and there is a place for every life,” Candler once said. “The lives and the places are made for each other that they may serve the purposes of the God who made them.” In creating his billion dollar empire, Candler seemed to have found his fit in life. Today, it is estimated that nearly half a million times every minute of every day, someone consumes a Coca-Cola product. How did a young man with less than $2 to his name go on to create one of the most successful companies in America?

Liquid Gold: How Candler Turned a Drink into an Empire

“Every human life is made to fit some place, and there is a place for every life,” Candler once said. “The lives and the places are made for each other that they may serve the purposes of the God who made them.” In creating his billion dollar empire, Candler seemed to have found his fit in life. Today, it is estimated that nearly half a million times every minute of every day, someone consumes a Coca-Cola product. How did a young man with less than $2 to his name go on to create one of the most successful companies in America?

Marketing: The company’s original beverage formula may be a highly prized secret, but its marketing strategy is far from it. Ask your father or your grandfather and it is likely that each generation of your family can remember a different Coca-Cola advertisement or jingle. Candler created a tradition of aggressive marketing that has been continued by the Coca-Cola Company to this day.

Branding: Candler went to great lengths to make his company stand out. From the unique design of its Coke bottles – so much so that a consumer could pick it out from the crowd in the dark – to the marketing messages of originality and authenticity, Candler tried to ensure that no other copycat beverages stood a chance of confusing consumers.

Continuity: Consumers might like to be kept on the edge of their seats in anticipation of what companies are about to do next, but Candler also understood that when something worked, it just worked. By sticking with the classic Coke formula, Candler built up brand loyalty to an unprecedented level. The company continued to innovate with the introduction of new products, but it later learned the hard way not to mess with success.

Vision: Candler took an unsuccessful headache remedy and turned it into the century’s most popular nonalcoholic beverage. By looking past the obstacles and being willing to reformulate the product, Candler was able to dream a larger dream for Coca-Cola than its original inventor ever could have.

Assets: He may not have had a formal education or much money growing up, but Candler was well aware of the other assets he possessed, and he took them as far as they would go. He used his connections and competitiveness to propel himself forward. In the end, he knew these assets were worth far more than his fortune, which made him so willing to give it all away.

The secret ingredients in Coke arouse as much speculation and curiosity today as they did 100 years ago – a testament to Candler’s success. The company has branched out from the soft drink industry and now produces such other popular products as Dasani bottled water and Minute Maid orange juice. However, it has stayed true to Candler’s dream of spreading the Coca-Cola name as far and wide as it possibly can. From the streets of Russia to the hills of Kenya, people around the world continue to be joined together over their love of all things Coca-Cola.

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Article Tags: aggressive marketing, beverage formula, brand loyalty, centurys, classic coke, coca cola advertisement, coca cola company, coke bottles, copycat, dollar empire, great lengths, half a million, headache remedy, life today, liquid gold, marketing strategy, million times, successful companies, unique design, unprecedented level



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