Promotion
Coca-Cola’s promotional efforts began with an oilcloth “Drink Coca-Cola” sign on a drugstore awning. Asa Candler then put the newly trademarked name not only on syrup urns at soda fountains, but on novelty items such as fans, calendars, and clocks. Since those days, marketing and promotional efforts combined with a top-quality product have made the Coca-Cola trademark among the most admired and best-known in the world.
One way The Coca-Cola Company reaches its consumers is through affiliations with activities that people enjoy. For example, the company has extensive worldwide sports affiliations that reinforce identification with the brand. As far back as 1903, advertising has featured famous major-league baseball players drinking Coca-Cola. One of the most notable and long-lasting sports affiliations is the company’s 76-year association with the Olympic Games. The company has a long relationship with FIFA World Cup soccer, the Special Olympics, the Rugby World Cup, NASCAR®, the National Basketball Association, and the National Hockey League. A major multiyear agreement with the National Collegiate Athletic Association gives Coca-Cola marketing opportunities across 22 college sports and 87 annual college championships.
