Coca Cola as one of the most triumphant brands worldwide embodies central aspects of the American Dream such as hard-earned success, freedom, and a pursuit of happiness.
II. First, Coca Cola itself is a story of hard- earned success as a major aspect of the American Dream concept.
A. humble beginnings
1. 1884 pharmacist Dr. John Stith Pemberton invents prototype recipe with alcohol in Atlanta, Georgia
2. 1886 prohibition and temperance movement had negative impact on his development
3. creating a alcohol-free version
B. emergence of the Coca-Cola Company under A. G. Candler
1. 1893 emergence of the trademark Coca Cola
2. establishing the bottling process, geographical expansion made possible
3. early marketing strategies help to spread the dream
C. international success under Robert W. Woodruff
1. standardization of quality and taste
2. 1926 founding of the Coca Cola Export Corporation
3. ever-present in life
A. humble beginnings
1. 1884 pharmacist Dr. John Stith Pemberton invents prototype recipe with alcohol in Atlanta, Georgia
2. 1886 prohibition and temperance movement had negative impact on his development
3. creating a alcohol-free version
B. emergence of the Coca-Cola Company under A. G. Candler
1. 1893 emergence of the trademark Coca Cola
2. establishing the bottling process, geographical expansion made possible
3. early marketing strategies help to spread the dream
C. international success under Robert W. Woodruff
1. standardization of quality and taste
2. 1926 founding of the Coca Cola Export Corporation
3. ever-present in life
III. Freedom is another facet that makes Coca Cola an icon of the American Dream internationally.
A. Aspects of freedom emphasized
1. the notion of equality
2. the notion of democracy
3. the notion of unlimited goals
B. Media representations worldwide exemplify this
1. print media
2. commercials incl. songs
3. film (product placement)
C. International social programs as messengers of freedom
1. The Coca Cola Foundation
2. Water Stewardship in Africa
3. Education programs
IV. Finally Coca Cola is associated with a pursuit of happiness, a key notion of the American Dream.
A. A 100% positive emotional concept
1. visually
2. audibly
3. catchy slogans
B. Media representations exemplify this
1. holiday campaigns
2. open happiness campaign 2007
C. International sponsoring as a messenger of happiness
1. sports events
2. music events
A. Aspects of freedom emphasized
1. the notion of equality
2. the notion of democracy
3. the notion of unlimited goals
B. Media representations worldwide exemplify this
1. print media
2. commercials incl. songs
3. film (product placement)
C. International social programs as messengers of freedom
1. The Coca Cola Foundation
2. Water Stewardship in Africa
3. Education programs
IV. Finally Coca Cola is associated with a pursuit of happiness, a key notion of the American Dream.
A. A 100% positive emotional concept
1. visually
2. audibly
3. catchy slogans
B. Media representations exemplify this
1. holiday campaigns
2. open happiness campaign 2007
C. International sponsoring as a messenger of happiness
1. sports events
2. music events
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