Coca-Cola and Pepsi brand's centenary grudge

The recipe for Coca-Cola is one of the most legendary secrets in the world's commercial history, but this summer it almost leaked "the secret of the secret." Even more intriguing is that the competitor has stopped this "disclosure event." The Coca-Cola Company's US headquarters accepted the "Financial Times." Not only did he thank Pepsi for his interview, but he proudly declared that the recipe for Coca-Cola was not dangerous. What made him so confident...

In the first year of Coca Cola’s launch, the average daily sales volume was only 9 cups. People in more than 150 countries and regions in the world drink more than 250 million bottles of Coca-Cola every day. But whether it is 9 cups or 250 million, Coca-Cola's formula is always the top secret, so far less than 10 people know this recipe.

The first encounter in 100 years

On July 5, when fans all over the world focused their attention on Germany, a shocking news came from the United States: Coca-Cola's “Ghost Nerd”, a world-famous beverage giant, was attempting to include its new beverage samples. The commercial secrets were sold to its main competitor Pepsi. Fortunately, Pepsi rejected this improper transaction and notified Coca-Cola of this information. The world was once again in awe of the two big cola.

As we all know, the mysterious ingredients that account for less than 1% of Coca-Cola are the absolute secrets of Coca-Cola. Many chemists and competitors around the world have spent nearly a hundred years and still do not unlock the mysterious formula of Coca-Cola. Even now, branch offices around the world can only go to the United States to extract mother liquor and then go back and add other ingredients to produce localized Coca-Cola. Originally, Pepsi could open this secret, but in the face of the temptation of business ethics and interests, they did not hesitate to choose the former.

In an interview with the Financial Times, Coca-Cola’s US headquarters said, “Thanks to Pepsi, our secrets are kept in good condition and there is no danger.”

As the case did not end, Coca-Cola was very cautious. Crystal Warwell Walke, manager of the company’s foreign exchange department, told the Financial Times: “Since the trial of this case is still in progress, we have to control the details. But we can guarantee that the secret of Coca Cola is no matter where it is. It is safe."

Warwell Walke also said: "The Coca-Cola Company is built on a confidential basis. We do not evaluate our confidentiality protection measures, but we know that as we continue to deepen product innovation, some people outside the company are interested in our secret recipe. It is also getting bigger and bigger.For this threat, our attitude is very serious, and we will take all necessary measures to counter this threat and protect our trade secrets.The mysterious recipes so far have been preserved at the Sun Trust Bank in Atlanta. As far as I know, there was no such thing as commercial confidentiality and the FBI had such formal cooperation and investigation.

Two Coca-Cola’s Centennial War

In fact, the competition between the two major Coke brands is no longer a secret, but today they are reminded people of such Hollywood-style events.

In the 1880s, an amateur pharmacist named John Pumpton developed Coca-Cola by committing himself to the study of headache medicine, magically turning it into a popular world beverage.

The astute Ponbaton then quickly established 14 kinds of Coca-Cola's raw materials with his rich pharmacological knowledge and spirit of intensive study, and sealed the formula in the safe of the Bank of Atlanta City Bank, becoming a secret patent. He also invited his accountant in the shop, the excellent book painter Robinson, to design the trademark. Robinson was meticulously portrayed as a fine and unique trademark "CocaCola".

For more than 100 years, Coca-Cola has experienced ups and downs. The Robinson-designed trademark has been in use ever since. It has been seen everywhere in the world and has become the traditional emblem of Coca Cola.

Some survey companies have done surveys. Coca-Cola is the most recognized word in the world except OK. As one German once said in the 1970s, "If the film is the soul of the United States, then Coca-Cola is the fuel of the United States."

Compared to Coca-Cola, which was originally presented as “authentic” and represents the American spirit, Pepsi has been at a disadvantage for quite a long time, just as PepsiCo’s PepsiCo CEO once said: “For a long time, PepsiCo It is running in the wilderness and constantly looking for opportunities."

In the initial stage, Pepsi Cola once sold poorly and tasted like Coca-Cola, so some retailers sold Pepsi Cola into Coca-Cola bottles, which could be seen as a prelude to the two-music war.

After Coca-Cola's investigators discovered the trick, they immediately filed a lawsuit. Pepsi’s then president, Guzzi himself, hated this deception. His purpose was to create a new brand of Pepsi, rather than relying on Coca-Cola's trademark to sell his products. So he made a decision that anyone who found someone who used Coca-Cola to pretend to be Coca-Cola had a reward of 10,000. The direct result of this is that the chain did not have Pepsi, and the company went to the brink of collapse.

By 1932, he felt he could not support the promotion of Coca-Cola president, hope to sell Pepsi to Coca-Cola company for 50,000 yuan, but was rejected by Coca-Cola.

Pepsi refused to tempt

Time proved that this refusal gave Pepsi an excellent opportunity and left a legend in the history of commerce. In 1977, Pepsi finally broke even with sales in sales. On December 12, 2005, the New York Stock Exchange showed a historic change: PepsiCo's share price climbed, market value was pushed up to a record high of 98.4 billion U.S. dollars, and Coca-Cola's stock price Lower, market value fell to 97.9 billion US dollars.

In the recent “Fortune” weekly published by the US “Wealth” magazine, PepsiCo ranks as the “Most Admired Company” in the beverage industry.

The "Leaked Secret" incident also gave PepsiCo an opportunity to enhance its own brand. It is said that when PepsiCo received the “secret recipe” from the Coca-Cola internal staff, it realized that this once again a great opportunity to enhance their corporate image. Not only told the opponent, but also strongly assisted the FBI's cosmetic reconnaissance. Pepsi became a spokesperson for fair competition and openness.

Pepsi Cola spokesman Dave Desak told the media after the incident that "the competition will sometimes be fierce, but it must be fair and legal. We are very happy that the authorities and the FBI can identify those who are responsible for this. "But Pepsi has not confirmed this statement and is not willing to make any further comments on this incident."

Pepsi's approach not only received thanks from its competitors, but also received public praise. Wang Qiguo, director of Brand Center of Peking University, commented that this incident first showed that Pepsi has its own values ​​as a good brand; secondly, Pepsi has its own unique formula, and there is no need to rely on Coca-Cola's formula. To be your own brand, you must have your own. This is also the most stupid place of the three “Ghosts”. They want to sell them the most unwanted things of Pepsi, but in fact they are giving Pepsi one of the best marketing opportunities. . PepsiCo's handling of this matter is a very good event marketing. Pepsi just used this matter to spread itself and promote its own brand values, which is very beneficial to the shaping of its own brand.