Egypt Edition 2 Fanta
MARKET The Coca-Cola Company is the world’s largest beverage company and markets four of the top five soft drink brands, including Coca-Cola, Diet Coca-Cola, Sprite and Fanta. The Company also manufactures and distributes a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sport drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1.3 billion servings each day. While the Coca-Cola Company is a global company with some of the world’s most widely recognised brands, the Coca-Cola business in Egypt, as in each country where they operate, is a local business. Coca-Cola beverages are produced locally, employing Egyptian citizens, with a product range and marketing efforts that reflect Egyptian tastes and lifestyles, and they are deeply involved in the life of the local communities in which they operate. The Coca-Cola Company first entered Egypt in 1942. Since then, they have continually introduced new beverages and package innovations to the Egyptian market. The Coca-Cola Company was one of the first major international companies to participate in Egypt’s privatisation project and the first to export from the Free Zone. The concentrate plant, which started production in Egypt in 1986, exports concentrate to fourteen countries in the Middle East and Africa, as well as Pakistan and Bangladesh, providing 44 bottling partners with concentrate for their products, including Schweppes. The production and sales of Coca-Cola products in Egypt, directly employs over 8,500 people. In addition, their business also generates a significant employment “multiplier effect”. For every single job created within their system of operations in Egypt, an additional ten more are created outside it through interrelated supplier industries.
ACHIEVEMENTS “Coca-Cola Santa” Celebrates 75th Anniversary: Seventy-five years ago, thanks to one man’s imagination and artistic touch, the contemporary vision of Santa Claus as a jolly looking gentleman 40
eg_40-41.indd 2
with a white beard was born. Created by Swedish-American artist Haddon Sundblom for a long-running series of holiday advertisements for Coca-Cola, today’s cherished version of Santa Claus is at once recognisable around the world as an emblem of the holiday season. The Coca-Cola Santa was first introduced in 1931, appearing in a series of print advertisements in The Saturday Evening Post, Ladies Home Journal, National Geographic and other US publications. The captivating images struck a chord with the public, which almost instantly adopted the lovable personification as an enduring symbol of Christmas. Over the next few decades, the artist’s depictions of Saint Nicholas evolved into the picture-perfect look of “Father Christmas” – the man in the red and white suit with the big brass belt buckle. Coca-Cola Contour Bottle Celebrates 90 Years: 2006 marks the anniversary of a true icon – the Coca-Cola® contour bottle. Ninety years after its creation, the contour bottle remains a symbol of innovation, instantly differentiating the world’s best known soft drink from all other products. Widely recognised as a pioneering example of packagedriven branding, the contour bottle is one of the few packages to ever receive a trademark from the U.S. Patent and Trademark Office, helping to make Coca-Cola one of the most famous brands in the world today. Over the years the contour bottle has carved out a career beyond simple refreshment. The contour bottle has appeared alongside a number of Hollywood stars in movies such as “A Walk on the Moon,” “Behind Enemy Lines” and “Catch Me if You Can.” Coca-Cola celebrates 120 years of Inspiration: On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of CocaCola syrup to Jacobs Pharmacy in downtown Atlanta, where it was mixed with Carbonated water and sold for five cents a glass. Today Pemberton’s tasty creation refreshes consumers more than 500 million times a day in 200+ countries worldwide. In 2006 employees around the world simultaneously reflected on the past and looked to the future as the global Coca-Cola family celebrated 120 Years of Inspiration with a series of Founder’s Day activities. Coca-Cola and FIFA: The Coca-Cola Company is one of the longest-standing corporate partners of the Federation Internationale de Football Association (FIFA), with a formal association
since 1974 and an official sponsor of FIFA World Cup since 1950. In November 2005 FIFA andThe Coca-Cola Company extended their long-time partnership for another sixteen years from 2007 until 2022. For more than 70 years, The Coca-Cola Company has brought fans and athletes a unique and memorable Olympic experience through its partnership with the International Olympic Committee. Coca-Cola and the Olympics: As the Olympic Movement’s long-standing corporate partner, Coca-Cola has helped and shared in the evolution of the Olympic Games into the world’s most watched and revered sporting event. Together, Coca-Cola and more than 190 National Olympic Committees have assisted thousands of athletes in training for and competing in the Olympic Games.
HISTORY The brand Fanta was born in Germany in 1941 during World War II. At that time no Coca-Cola concentrate was available so German bottlers created a soft drink from available materials and flavours. The name Fanta was the result of a Coca-Cola Company employee contest during World War II. Though everyone agrees the name stemmed from that contest, there are a number of theories about the source of the name. Some believe the name was derived from the word “fantasy” since it took some imagination to concoct a drinkable product from the limited available means during war time. Others believe the name Fanta was chosen because it had a refreshing, pleasant connotation and ring that seemed to fit a soft drink and conveyed roughly the same meaning – fantastic – in most languages. The most common theory says the name Fanta was chosen because it contained sounds common to most languages. The application to register ‘Fanta’ as a trademark in Germany was filed on the 9th of May, 1940 and the registration became effective on the 28th June, 1941. In 1955 ‘Fanta’ was introduced in Naples, Italy. Thereafter ‘Fanta’ became the trademark designation for the orange flavoured drink sold by ‘Coca-Cola’ bottling companies in countries outside the US.
SUPERBRANDS
12/17/06 2:04:06 PM
ACHIEVEMENTS “Coca-Cola Santa” Celebrates 75th Anniversary: Seventy-five years ago, thanks to one man’s imagination and artistic touch, the contemporary vision of Santa Claus as a jolly looking gentleman 40
eg_40-41.indd 2
with a white beard was born. Created by Swedish-American artist Haddon Sundblom for a long-running series of holiday advertisements for Coca-Cola, today’s cherished version of Santa Claus is at once recognisable around the world as an emblem of the holiday season. The Coca-Cola Santa was first introduced in 1931, appearing in a series of print advertisements in The Saturday Evening Post, Ladies Home Journal, National Geographic and other US publications. The captivating images struck a chord with the public, which almost instantly adopted the lovable personification as an enduring symbol of Christmas. Over the next few decades, the artist’s depictions of Saint Nicholas evolved into the picture-perfect look of “Father Christmas” – the man in the red and white suit with the big brass belt buckle. Coca-Cola Contour Bottle Celebrates 90 Years: 2006 marks the anniversary of a true icon – the Coca-Cola® contour bottle. Ninety years after its creation, the contour bottle remains a symbol of innovation, instantly differentiating the world’s best known soft drink from all other products. Widely recognised as a pioneering example of packagedriven branding, the contour bottle is one of the few packages to ever receive a trademark from the U.S. Patent and Trademark Office, helping to make Coca-Cola one of the most famous brands in the world today. Over the years the contour bottle has carved out a career beyond simple refreshment. The contour bottle has appeared alongside a number of Hollywood stars in movies such as “A Walk on the Moon,” “Behind Enemy Lines” and “Catch Me if You Can.” Coca-Cola celebrates 120 years of Inspiration: On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of CocaCola syrup to Jacobs Pharmacy in downtown Atlanta, where it was mixed with Carbonated water and sold for five cents a glass. Today Pemberton’s tasty creation refreshes consumers more than 500 million times a day in 200+ countries worldwide. In 2006 employees around the world simultaneously reflected on the past and looked to the future as the global Coca-Cola family celebrated 120 Years of Inspiration with a series of Founder’s Day activities. Coca-Cola and FIFA: The Coca-Cola Company is one of the longest-standing corporate partners of the Federation Internationale de Football Association (FIFA), with a formal association
since 1974 and an official sponsor of FIFA World Cup since 1950. In November 2005 FIFA andThe Coca-Cola Company extended their long-time partnership for another sixteen years from 2007 until 2022. For more than 70 years, The Coca-Cola Company has brought fans and athletes a unique and memorable Olympic experience through its partnership with the International Olympic Committee. Coca-Cola and the Olympics: As the Olympic Movement’s long-standing corporate partner, Coca-Cola has helped and shared in the evolution of the Olympic Games into the world’s most watched and revered sporting event. Together, Coca-Cola and more than 190 National Olympic Committees have assisted thousands of athletes in training for and competing in the Olympic Games.
HISTORY The brand Fanta was born in Germany in 1941 during World War II. At that time no Coca-Cola concentrate was available so German bottlers created a soft drink from available materials and flavours. The name Fanta was the result of a Coca-Cola Company employee contest during World War II. Though everyone agrees the name stemmed from that contest, there are a number of theories about the source of the name. Some believe the name was derived from the word “fantasy” since it took some imagination to concoct a drinkable product from the limited available means during war time. Others believe the name Fanta was chosen because it had a refreshing, pleasant connotation and ring that seemed to fit a soft drink and conveyed roughly the same meaning – fantastic – in most languages. The most common theory says the name Fanta was chosen because it contained sounds common to most languages. The application to register ‘Fanta’ as a trademark in Germany was filed on the 9th of May, 1940 and the registration became effective on the 28th June, 1941. In 1955 ‘Fanta’ was introduced in Naples, Italy. Thereafter ‘Fanta’ became the trademark designation for the orange flavoured drink sold by ‘Coca-Cola’ bottling companies in countries outside the US.
SUPERBRANDS
12/17/06 2:04:06 PM
