The Birth of Coca-Cola
--------------------. It was born in a hard time, but it was also an era of creation. It was Pemberton who invented Coca-Cola and the four weirdos. They had imitations and other disgraceful experiences, but after all, they gave their wisdom and extraordinary spirit of fighting for knowledge. Let's take a look at the road they have traveled.
experienced pharmacist
Pemberton was born in Knoxville, Georgia in 1831. At the age of 17, he studied at the nearby Southern College of Botany and Medicine in Georgia. After graduation, he worked as a "steam therapist" for a while. He went to Philadelphia to study as a pharmacist for a year, and then he really started his career as a pharmacist in Oglethorpe, Georgia.
the American civil war broke out. In May 1862, Pemberton joined the army as a lieutenant. In the last few small-scale battles, he was shot while defending the city bridge, and was also cut by a saber. This life-and-death contest left a deep scar on Pemberton's abdomen and chest. But he recovered quickly.
in November, 1865, Pemberton snapped up a lot of medicinal materials in new york. In the following five years, Pemberton made a fortune in partnership with Austin Walker, a rich local doctor. But he always has no savings, and the money he earns is either used for experiments or given to his family and friends. In the late 196s, Pemberton began to experiment and develop its own patented products, including "spherical flower syrup", "queen root essence" (a blood purifying agent) and "southern sweet wine" (a spice)-all of which were based on locally picked herbs. After the civil war, Atlanta brought an exciting whirlwind to the business in the south. In 1869, Pemberton gave up his well-run drugstore business in Columbus and went to Atlanta to start a business.
it was very successful at first. Together with his partners, he founded the largest drug trade mall in the city in the luxurious "Jingbowu" hotel. But in 1872, the hotel went bankrupt. It was not until 1879 that he paid off his old debts and was able to spend his time freely in researching and manufacturing new drugs. In the following years, he invented Indian Queen's hair dye, "Formula 47-11" rheumatism medicine, Sanxiaogan Pill, Jiangling, lemon and orange panacea and other long-forgotten proprietary medicines and drinks. Pemberton often worked late into the night, and a visitor later recalled that Pemberton had extraordinary energy.
Pemberton, a doctor and pharmacist, is a lifelong scholar. He not only read the latest medical magazines, but also read the increasing international medical literature. For many years, he devoted himself to writing an encyclopedia of drugs. It is not difficult to imagine that in order to develop new patented drugs, he is not limited to local plants (such as "Queen Root" and "Spheroidea"), but also begins to study more foreign medicinal materials. Many imported drugs that fascinated Pemberton were initially hailed by the masses as a panacea for all diseases, but were soon accused of being the culprit of addictive drugs.
imitation of coke
in about 1876, Pemberton saw an article written by Sir Robert Christesen, the 78-year-old president of the British Medical Association. The old doctor said that he climbed the 3224-foot-high Ben Wallich Mountain on an empty stomach just by chewing cocoa leaves. This aroused Pemberton's interest, and he began to read all the information about the cocker tree. But Pemberton is not the only one doing it. As early as the 188s, doctors and pharmacists had reported the use of coca leaf, pointing out that its main alkaloid, cocaine, could cure opium and morphine addiction. Manufacturers also responded immediately, producing cocoa tablets, ointments, sprays, hypodermic injections, cocoa wines, cocoa spirits, cocoa soft drinks, cocoa powder, and even cocoa-tipped and square-headed cigars. In 1885, "Coca-Cola" became popular. It is a kind of lump chewing tobacco cake.
The most famous commercial drink of Cocoa Leaf is Wen Mariani, which has been forgotten now. The inventor is Angelo Mariani, a Corsican with strong entrepreneurial spirit. In 1863, he began to sell bordeaux red wine soaked in cocoa leaves. Pemberton's French Cocaine, which was first introduced to the market in 1884, was an imitation of Vin Mariani. It was through the improvement of Coca-Cola that Pemberton invented Coca-Cola, so "Wen Mariani" was actually the ancestor of Coca-Cola.
Mariani's cocaine mixed liquor not only swept the whole European continent, but also entered the American market. The United States is Mariani's most important sales market. "Wen Mariani" swept the market, causing an endless stream of fake and shoddy products. Some people directly exchange cocaine for cheap wine, but the taste is bitter and the efficacy is stronger.
Pemberton's French Cocoa wine is one of many imitations, but it is superior in quality. In March, 1885, when interviewed by reporters, Pemberton made it clear that he had read Mariani's appraisal of this "educational drink". Like Mariani, he asked the upper class with knowledge and fixed jobs to prove his wine. "Scientists, scholars, poets, priests, lawyers, doctors and other mental workers are all customers of this intellectual enhancer," Pemberton told fascinated reporters. "I believe that the medicinal liquor I am brewing will surpass Mariani."
Pemberton claimed that his wine "contains African Coral and real Damiana, and is brewed with pure wine", and it is the two extra ingredients that improve Mariani. Pemberton's advertisements for Coca-Cola are more American than Mariani's, and the momentum is compelling. He also plagiarized Mariani's advertising words, claiming that his French Coca-Cola was unanimously recognized by more than 2, most knowledgeable medical staff all over the world.
Looking for a satisfactory formula
While the suppliers of patented drugs and doctors are in high spirits for coca leaf and cocaine, some physicians and the media have sounded the alarm. In 1886, a German doctor published a pamphlet which was later translated into many languages, severely criticizing cocaine, calling it "the third disaster of mankind", and then his American colleagues joined in and attacked cocaine with him. At the same time, the prohibition movement led by Reverend sam jones led to the prohibition in Atlanta in November 1885.
obviously, there is no market for drugs brewed with wine. Pemberton decided to give up using wine as the main solvent and began to try various volatile oils with fruit essence as the main component. But Pemberton thought they were all too bitter. Although adding sugar can cover up the bitter taste, it has become a boring sweet drink. He added citric acid in order not to be bitter or greasy. Throughout the winter of 1885, he has been trying repeatedly to find a satisfactory formula. In December of this year, two northerners, Frank Robinson and David Doyle, appeared in front of Pemberton's door, and they were peddling their mimeographs that could print two colors at a time. They looked around for opportunities, and heard that Pemberton always seemed to be looking for new ideas and new partners, so they gave it a try.
after Pemberton discussed with his old partner Edmund Holland, the four of them made a deal: they set up a new enterprise "Pemberton Chemical Company". Holland is the only investor, but the four share equally. Pemberton shares in technology and laboratory, while Robinson and Doyle share in their novel color printing machines.
In the early spring of p>1886, Pemberton experimented with a new "no alcohol" drink of Coca and Cora, and sent it to Jacob's pharmacy Wen Nabl's cold drink canteen for trial sale for many times. When Pemberton's nephew Lewis Newman came to visit them from school, he also worked as a page in Pemberton.
Lewis Newman described the laboratory in 1886 as follows: "All the savings and available money of Uncle John were invested in the renovation of the house and the installation of equipment ... The most vivid scene I remember is the step of' ripening' the filter mixture in vacuum: there are two large kettles in which things like sorghum and sugarcane juice are rolled. The paddle made of hazel bark is just like a paddle. When the solution boils, it is used to stir ... and then there are two steps: filtration and fermentation. " This heavy production method was soon abandoned by Pemberton.
In April p>1886, Pemberton was scheduled to deliver an important speech at the annual meeting of the Georgia Medical Association, but he was reluctant to leave the laboratory because a satisfactory formula was almost "baked", so he sent the speech to others for reading. In the article, he gave an academic introduction to caffeine and cocaine in detail, and also explained the refining and use history of the two drugs. However, Pemberton's real passion is Cocoa Leaf. He wrote: "There has never been a therapeutic substance in the history of medicine that can change from obscurity to prominence in such a short time!"
successful promotion
Pemberton's new products are finally born! He needs a good name, which should sound interesting and enjoyable. Frank Robinson finally came up with the name "Coca-Cola", which was unanimously applauded, because it not only pointed out the two main components (namely, coca-cola and kolako), but also pledged alliteration.
the new drinks sell quite well.
Pemberton, who studied the formula day and night, passed the baton to Robinson, and it was time for him to catch his breath. Robinson was busy brewing and devoted all his time to this drink. He guaranteed production and tried his best to sell it with limited budget funds until it was sold. He realized that Coca-Cola should be marketed as a product with dual functions: a stimulant for treating headache and depression, and a new cold drink with unique taste. On May 29th, 1886, he put out the first advertisement in Atlanta Daily, emphasizing its beverage features: "Coca-Cola, delicious! Fresh! Happy! Vigor! This trendy soda drink contains magical cocoa leaves and famous kola fruit characteristics. " "Coca－Cola" first appeared in advertisements in printed form. Robinson has been designing handwritten trademarks all winter. Finally, on June 16, 1887, the italics familiar to the public were used for the first time.
Compared with most advertising words at that time, Coca-Cola's advertising words were very short, which created a precedent for modern advertising. Its first adjective "delicious and fresh" has almost become synonymous with Coca-Cola.
Robinson's advertisement is short for another reason-it is more economical. Because Pemberton and other shareholders have limited funds, their advertisements in newspapers are always scattered. In the first year when the product came out, the advertising fee was only $15. Although the cost was small, Coca-Cola's advertising times were considerable: the banner-style tarpaulin billboard was one yuan, each tram body advertisement was more than one cent, and each poster was more than three percent. One dollar could print 1 sample coupons. Robinson quickly pinned a tarpaulin billboard on the awning of Jacob's pharmacy-the first point-of-sale advertisement with bright red words on a white background: "Drinking Coca-Cola is only 5 cents." Within a year, Coca-Cola's tarpaulin billboards appeared in 14 cold drink counters in Georgia. Thousands of posters are flying all over the street, and every tram in Atlanta is promoting him.
Just two days after Coca-Cola was sold, Pemberton wrote an anonymous note to Jacob's Pharmacy, complaining: "A certain shareholder (it's better not to mention his name) didn't agree to the sample tasting of Coca-Cola. So please stop offering drinks for free. ..... The profit is too small to allow us to be so extravagant. " However, Robinson persuaded Pemberton that we must do so if we want to make a lot of money in the future. Robinson printed a lot of free coupons, with which he could taste drinks at the local cold drink counter for free. He also sent free coupons to potential customers by consulting the Atlanta city telephone book, and asked those traveling salesmen to distribute free coupons everywhere. Robinson concluded that once these new customers tasted it, they would definitely come back to buy more Coca-Cola. He promised the owner of the cold drink counter that he would exchange their free coupons.
Although prohibition was not terminated until November 26th, 1887, the sales of Coca-Cola and Coca-Cola in Pemberton had been very popular before. On May 1, 1887, an article in the Constitutional newspaper said: "The daily sales volume of Coca-Cola wine is 5 Luo (12 dozen per Luo). In recent weeks, the sales volume of Coca-Cola syrup has increased to 6 gallons, which is sold all over the United States. A large number of orders are flying from all directions, and the certificates offered are surging. " Although Atlanta newspapers undoubtedly exaggerate the domestic market share of local products, these figures are still shocking. Each gallon of syrup can produce 128 cups (one ounce per cup), and 6 gallons is 76,8 cups. As predicted by the newspaper in 1886, the inventor Pemberton seems to be "walking on the golden road to wealth."
In order to ensure the legal ownership of this popular new beverage, Pemberton applied for the trademark patent of Coca-Cola in time.
from "God, Country, Coca Cola" [America] translated by Ding Lan by Mark Pendergrast.