Robinson is an accountant in pemberton and a classical calligrapher. He named the drink invented by pemberton "Coca Cola", which was loud and easy to remember, and he also wrote it in beautiful fonts. This trademark font has been used to this day. When Coca-Cola was first born, it sold only nine cups at 5 cents each on the first day, and earned only 50 dollars in the first year of business, which was not enough for advertising.
1888, when pemberton died, another businessman, Yue Se Gandura, bought the formula and all his business, and sold the formula all over the United States within five years. 1892, Elsa Candler obtained the formula and ownership of Coca-Cola for $2,300, and established the Coca-Cola Company. Coca-Cola 1908 entered Asia and sold in the Philippines. 1923, robert wood Ralph of Atlanta became the president, which opened another important new era for Coca-Cola.
Today, Coca-Cola Company is the largest beverage manufacturer and distributor in the world, with four of the five best-selling beverages in the world: Coca-Cola, Diet Coca-Cola, Sprite and Fanta, and its products exceed 65,438+000. At present, consumers in nearly 200 countries around the world enjoy more than 65438+ billion cups of Coca-Cola products every day.
Coca-Cola's Marketing Culture
The person who really makes Coca-Cola the best-selling beverage in the world is robert wood Rafe. The marketing concept he established was "Let people all over the world drink Coca-Cola". During World War II, the war affected the American national economy and put Coca-Cola in trouble. Woodruff got an important message from his former classmates at the front. When he learned that the soldiers at the front line liked Coca-Cola very much, his heart suddenly lit up: the local people can naturally drink this drink, so there are two consumer groups: one is the soldiers at the front line; The second is local consumers. Woodruff first launched a propaganda offensive, publicly publicized that Coca-Cola was no less important to frontline soldiers than bullets, and personally formulated a propaganda outline: Coca-Cola must be closely linked with the battlefield life of frontline soldiers, stimulate the desire of drinkers with enthusiastic language, and clearly write out the influence of drinks on victory. He ordered three first-class propagandists to draft a publicity outline. After several revisions, he condensed the 50,000-word propaganda draft into 20,000 words, and with selected photos, compiled a set of colorful and illustrated brochures, entitled "Letter from the Front" and "Warrior's Wish", entitled "The Importance of Completing the Hardest Combat Task and Rest". The pamphlet emphasizes that soldiers' lives should be adjusted as much as possible in intense battles. When a soldier is tired and thirsty after completing the task, what he needs most is to drink a bottle of Coca-Cola. The publicity campaign has achieved excellent results. Finally, even the U.S. Department of Defense has publicly announced that no matter where American troops are stationed in any corner of the world, every soldier must be able to drink a bottle of Coca-Cola for 5 cents. The Ministry of National Defense will give full support to all equipment and funds for this supply plan. In order to realize this promise, many local Coca-Cola employees were unfortunately killed on the battlefield.
Woodruff's propaganda offensive and marketing strategy soon achieved great success, and the name of Coca-Cola soon spread all over the world. A bottle of ordinary water is only 99.7% sugar and water at best. Why can it become a bottle of water to conquer the world? What is its best-selling "secret" in a hundred years? Woodruff is an extremely shrewd business wizard. He understands the influence of culture on people. Without the promotion of profound cultural forces, it is impossible to firmly and permanently grasp consumers. He recruited high-level psychologists, sociologists, psychoanalysts and various art designers. Use all available advertising media and cultural means. He put forward three principles of advertising: pleasing to the eye, concise and powerful, and giving people a refreshing feeling. He must personally check and review every advertisement. Let the advertisement "make the public feel fresh, and then yearn for and be fascinated, and at the same time make the competitors impeccable". Woodruff not only invested huge energy in the quality of advertisements, but also made decisive decisions and invested a lot of money in advertisements. 19 1 1 year, the advertising fee of Coca-Cola is as high as 1 million dollars, and it will increase to 1 941million dollars by1year. In 2000, it reached 1958 USD, doubled to 40 million USD and reached1900,000 USD.
How to express the application of illustration in packaging design? Illustration, also known as illustration, as an important visual communication form of modern design, has been widely used in many fields of modern design and has become one of the important manifestations of packaging and product design. With its unique artistic charm and rich expressive language, illustration has been paid more and more attention by designers. At the same time, it has brought a refreshing experience to the packaging market and is deeply loved by the public because of its unique stylized performance.
There are various forms of illustration, and different brushes and designers have completely different styles. It is precisely because of the variability of its style that we can create packaging works with strong visual appeal on the basis of analyzing the attributes and characteristics of the goods themselves and drawing on the creative style of illustrations, as shown in the following figure.
Illustration can express a completely different feeling from photography and create dazzling forms. The combination of illustration and packaging design gives designers great creative freedom, and designers can boldly try various styles of design: exaggerated painting style can highlight the characteristics of packaging, increase the interest of packaging, and is suitable for the packaging of creative products, as shown in the following figure 2. 1; Black-and-white sketch lines reflect the simplicity and naturalness of packaging, giving people a quiet and cordial feeling, which is applied to the packaging of humanistic goods, as shown in Figure 2.2; Illustrations of small fresh wind and healing wind give people a pleasing and warm feeling, which are deeply loved by women and are mostly used for packaging cosmetics, paper towels and other commodities, as shown in Figure 2.3 below. Illustrations with ethnic flavor, influenced by regions and customs, are often used in the packaging of tea and other specialty products, as shown in the following figure.
Illustration itself has rich artistic modeling language, and many styles such as aestheticism, realism and retro can be integrated into the packaging design of clothing, cosmetics and food, which not only meets the different emotional needs of different consumers, but also obtains good design and communication effects. Illustration packaging design gives people reverie through beautiful modeling, and guides consumers' associative feelings to convey information. The application of illustration in packaging endows packaging with new decorative forms and visual communication concepts, brings brand-new packaging means and visual effects to packaging design, and adds artistic charm and cultural connotation.
What does this black and white illustration mean? ? Bi envisioned doing this series. . . Asking the master of art for guidance reminds me of Guo Moruo's poem: the street lamp is far away and clear, as if there are countless stars shining. The stars in the sky appeared, as if countless street lamps were lit. I think there must be a beautiful market in the empty air.
And Venice Water City.
Look at this picture, in the waves like a river. There is a man standing on the trunk and hugging each other. Like an upward-growing plant, it stretches out into the sky like clouds and water. The roof of this house is like a fish forest, and this hut is like the flower of this plant. Completely integrated. The wavy lines are like clouds and water, and the middle is simple and complicated and gorgeous.
It may be a life with water and flowers, which always gives people a good feeling. Rain is like water, and the sky is like a cloud, giving people a broad fantasy. Fantasy, interesting and realistic.
Of course, this is my beautiful description, and chatting with the landlord is also a pleasure.