History of a food item - Essay Example

The name for the new beverage was proposed by John Pemberton's book keeper Frank Robinson. The pharmacist business met difficulties immediately: the same year was signed by a prohibition law that persuaded the chemist and unsuccessful businessman Pemberton to change his 'brand's' name and alter the formula for his commonly-used nerve tonic and headache remedy, 'Pemberton's French Wine Coca', offered by a number of drug stores. Thus, when the 'revived' coca-cola re-appeared in druggists', it possessed "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts, yet sweetened with sugar instead of wine--Pemberton advertised it not only as a delicious, exhilarating, refreshing and invigorating" soda-fountain beverage but also as the ideal temperance drink" (Levenstein, 1993, p.152). Although the inventive pharmacist died just two years later, in March 1888 (Anderson, 1958), by that time he had created a corporation of the first coca-cola brand, concocted by his partners.

On January, 1893, the formula was patented in order to protect intellectual property of the founders. And the coca-cola soft drink, whole unit sales totaled only 3,200 servings per day (ibid), is nowadays called the world's most widespread beverage, acknowledged and consumed in 195 countries. It is interesting to note that until the beginning of 1960s, countryside and big city inhabitants took their favorite beverages from the local soda fountains or ice cream saloons. These places served as meeting places for youngsters as well as seniors; but the rapid development of fast-food area and the area of bottled beverages was followed by the decline of popularity of soda fountain counters.

Nevertheless, the status of coca-cola even benefited from this development, since small restaurants were so cozy and convenient that their customers took several servings of coca-cola for one person in order to stay there for a longer time. April 1985 was signed by a sensation: the 'New Coke' formula was released. This was called 'the trade secret release'. A trade secret is defined as information allowing an individual to make money, "because it is not generally known. A trade secret could be a formula, computer program, process, method, device, technique, pricing information, customer lists or other non-public information.

If the economic value of a piece of information relies on it being kept private, it could be a trade secret" (Pendergast, 1993, p.208). As for coca-cola, its trade secret was a real miracle, and marketing and advertising techniques were concentrated (especially during the Great Depression, up to the 1970s) on the atmosphere of 'mystery' that covered the invention and the process of creation of the beverage (Belasco, 1988). This marketing campaign is ongoing, even though it has new shape nowadays.

The research of the 1980s suggested that coca-cola is not exactly safe for human health, so the formula has been changed several times from 1987 up to these days. Being unable to create a 'healthy' image of the beverage, the marketers are now putting stress upon it's style and fashion, as the trade mark collaborates with several areas of sport and fashion industries. In addition, in order to meet the requirements of American youngsters, the company launched the production of 'Coca-Cola Vanilla', 'Coca-Cola Cherry' and 'Coca-Cola Light' (for those who follow low-caloric diets).

The 1996 Summer