The Cola Conquest tells the story of Coca-Cola - the 'sublimated essence' of all that American stands for - and the century-long competition with its rival, Pepsi-Cola. Challenging, ...
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The Cola Conquest tells the story of Coca-Cola - the 'sublimated essence' of all that American stands for - and the century-long competition with its rival, Pepsi-Cola. Challenging, fast-paced, irreverent, serious and funny by turns, it explores the delicious paradox at the heart of Coke: How did an innocuous soft drink come to wield such enormous power and assume such significance in so many people's lives? What does it tell us about who we are and what we are becoming?Written by
Encounter Internacionais de Cinema Documentale, Vila Franca de Xira (1998) See more »
Name does not do it justice
This is a must see for all marketing students. Should be called "The Power of Branding" Cola is simply coloured, flavoured and sweetened water, an unnecessary product but Branding made it into an Icon and an absolute life necessity.
This did not happen by an act of fate but was a fundamental marketing strategy by Coke marketing management. The product it self has not really changed unlike the electronic world, so physical features and benefits are not part of the marketing program but perceived social benefits certainly were.
Selling and gen admin represents over 40% of their revenue.
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