“VICTOR JINGA” HIGH SCHOOL

ENGLISH CERTIFICATION PAPER

- COCA-COLA IN ROMANIA –
“ALWAYS COCA-COLA”

ADVISOR: STUDENT:
MIHAELA DRĂGAN JERCAN GEORGE
VLADIMIR
 2008
CONTENT:
ABSTRACT………………………………………………………………...pag.02
CHAPTER I – HISTORY OF THE COCA-COLA COMPANY AND HER
EVOLUTION
I.1.- BEGINNING FROM ATLANTA ……………………….pag. 04
I.2.- A MAN NAMED WOODRUF F ………………………...pag. 05
I.3.- A GLOBAL BUSINESS………………………………….pag. 06
I.4.- MOVING WITH THE TIMES……………………………pag. 07
I.5.- A SYMBOL OF FRIENDSHIP…………………………...pag. 09
I.6.- FROM SMALL BEGINNING……………………………pag. 10
I.7. –COCA-COLA VERSUS PEPSI…………………………..pag. 11
I.8. – NEW MARKETS AND BRANDS………………………pag. 12
I.9 – COCA-COLA NOW…………….………………………..pag. 13
I.10 – REFRESHMENT KNOWS NO BOUNDARIES……….pag. 14
CHAPTER II – COCA-COLA IN ROMANIA
II.1. – COCA-COLA IN ROMANIA…………………………..pag. 15
II.2. – THE THEATRE FESTIVAL FROM SBIU 2000.............pag. 16
II.3. - THE THEATRE FESTIVAL FROM SIBIU 2001……...pag. 17
II.4. – COCA-COLA UNIVERSITY…………………………...pag. 18
II.5. – COCA-COLA SCHOLARSHIP…………………………pag. 19
II.6. – IT’S YOUR TURN TO CHANGE THE WORLD………pag. 20
II.7. – ETICK – THE BEST LABEL IN BUSINESS…………...pag. 21
II.8. – DISCOVER THE MAGICAL WORLD OF BOOKS…...pag. 22
II.9. – SMITHSONIAN FOLK FESTIVAL…………………….pag. 23
II.10. – ROMANIAN FESTIVAL OF TRADITION…………...pag. 24
II.11. – RE-ENVIRONEMENT…………………………………pag. 25
II.12. – COCA-COLA CARAVAN……………………………..pag. 26
II.13. – COCA-COLA NEER BY YOU ON CHRISTMAS……pag. 27
II.14. – COCA-COLA AND THE OLYMPIC GAMES………..pag. 28
II.15. – COCA-COLA AND SPORTS………………………….pag. 29
CONCLUSION……………………………………………………………..pag. 30
BIBLIOGRAFIE…………………………………………………………...pag. 31
APPENDIX 1,2… …………………………………………………………pag. 32
APPENDIX 3……………………………………………………………….pag. 33

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 Abstract

I have chosen this theme because Coca-Cola is a brand known in the entire world as
well as in Romania. This brand has always fascinated me through his way of putting his
products on the market, and through its commercials and last but not least through its
special taste.
I think it is a very important theme and you can say a lot of interesting things about
it. Therefore I have chosen this theme and not anything else because a wanted to share it
with you and because I have always wanted to learn more things about this well known
and appreciated brand.
The Coca-Cola Company is a global company, and it produces one of the most well
known brands in the world. In Romania as well as in each country where the company is
present, the refreshing drinks which have the Coca-Cola brand are bottled locally, and the
products and also the market politics are reflected in the tastes and the way of life specific
to the Romanian people.
The Coca-Cola System is an active member in the Romanian society, so, in this
case, it has chosen to take responsibilities which you can find in every promises spelled
to each Romanian and has always respected: Coca-Cola is with you in every moment!
However, shortly in my certification paper I want to present the history of the Coca-
Cola Company from its beginning as a formula to an international product, the way that
was developed, how it entered the market , how, who, and when brought this product to
Romania. And after this I want to tell you about the projects and activities made in
Romania by the Coca-Cola Company. And furthermore I want to talk about how many
projects were developed in Romania, in what purpose, for whom, and why all this
projects were developed in Romania.
All in all I will do my best attract your attention, and after all I want to sum up
everything in a conclusion.

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CHAPTER I – HISTORY OF THE COCA-COLA COMPANY AND HER
EVOLUTION

I.1. The beginning from Atlanta

It was 1886, and in New York Harbor workers were constructing the Statue of
Liberty. Eight hundred miles away, another great American symbol was about to be
unveiled. Like many people who changed history, John Pemberton, an Atlanta
pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant,
caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs'
Pharmacy. Here, the mixture was combined with carbonated water and sampled by
customers who all agreed this new drink was something special. So Jacobs' Pharmacy put
it on sale for five cents a glass.
Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote
it out in his distinct script. To this day, Coca-Cola is written the same way. In the first
year, Pemberton sold only 9 glasses of Coca-Cola a day.
A century later, The Coca-Cola Company has produced more than 10 billion gallons
of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of
the beverage he had created.

Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler
secured rights to the business for a total of about $2,300. Candler would become the
Company's first president, and the first to bring real vision to the business and the brand.
Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention
into a business. He knew there were thirsty people out there, and Candler found brilliant
and innovative ways to introduce them to this exciting new refreshment. He gave away
coupons for complimentary first tastes of Coca-Cola, and outfitted distributing
pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola
brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By
1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In
1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-
Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm.
Despite being a brilliant and innovative businessman, he didn't realize then that the future
of Coca-Cola would be with portable, bottled beverages that customers could take
anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga
lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from
Candler to bottle and sell the beverage for the sum of only one dollar.

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I.2. A man named Woodruff
In 1919, a group of investors headed by Ernest Woodruff and W. C. Bradley
purchased The Coca-Cola Company for $25 million. The business was reincorporated as
a Delaware corporation, and 500,000 shares of its common stock were sold publicly for
$40 per share.

Four years later, Robert Winship Woodruff, Ernest Woodruff's son, was elected
president of the Company, beginning more than six decades of active leadership in the
business. Before joining the soft-drink firm, the 33-year-old Georgian had risen from
truck salesman to vice president and general manager of White Motor Company.

The new president put uncommon emphasis on product quality. Mr. Woodruff
established a "Quality Drink" campaign using a staff of highly trained service people to
encourage and assist fountain outlets in aggressively selling and correctly serving Coca-
Cola. And with the assistance of leading bottlers, his management established quality
standards for every phase of the bottling operation. Mr. Woodruff saw vast potential for
the bottle business, so advertising and marketing support was substantially increased. By
the end of 1928, Coca-Cola sales in bottles had for the first time exceeded fountain sales.

Robert Woodruff's leadership through the years took the Coca-Cola

business to unrivaled heights of commercial success. Merchandising
concepts accepted as commonplace today were considered revolutionary
when Mr. Woodruff introduced them. The Company pioneered the
innovative six-bottle carton in the early 1920s, for example, making it
easier for the consumer to take Coca-Cola home. The simple cardboard
carton, described as "a home package with a handle of invitation," became
one of the industry's most powerful merchandising tools.

In 1929, the carton was joined by another revolutionary advance, the

metal, open-top cooler, which made it possible for Coca-Cola to be served
ice-cold in retail outlets. The cooler later was improved through
mechanical refrigeration and automatic coin control. Factories, offices and
many other institutions thus became outlets for on-the-spot refreshment.

Much like the trademarked bottle, a distinctive fountain glass, adopted

as standard in 1929, helped advertise Coca-Cola. Still used at many soda fountains, these
glasses are visible proof of the timeless popularity of Coca-Cola.

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 The 1933 Chicago World's Fair marked the introduction of automatic fountain
dispensers, in which syrup and carbonated water were mixed as the drink was poured.
Soda fountain operators had dispensed Coca-Cola manually since its creation in 1886,
and visitors to the fair were amazed to see the attendant pour a drink simply by pulling a
handle. By 1937, the automatic dispenser had become an important feature of the
fountain and similar "post-mix" outlets. Today, modern fountain technology continues to
dispense Company products faster and better than ever before.

I.3. A global business

Entering the last quarter of the 20th century, the deep emotional bond between Coca-Cola
and its consumers grew even more powerful and more global. In 1971, young people
from around the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a
Coke," a counterpoint to turbulent times. This was also a glimpse into the Company's
future: an expanding global presence and an even closer attachment to the world's most
cherished trademark.

The power and prestige of Coca-Cola were exemplified in 1988, when three independent
worldwide surveys conducted by Landor & Associates confirmed Coca-Cola as the best-
known, most-admired trademark in the world.

Perhaps a more human assessment of consumers' loyalty to Coca-Cola had come in 1985.
The Company startled the American public by announcing a new taste for Coke, the first
change in the secret formula since Coca-Cola was created in 1886. The new taste was
overwhelmingly preferred in taste tests, but all the testing and research could not measure
the emotional attachment Americans had for the original formula. That original taste had
become more than just a soft drink, and consumers' deep feelings, memories and loyalties
to it came alive. The Company listened to its consumers and quickly responded by
returning the original formula to the market as Coca-Cola classic.

The Company's global strategy during the 1980s continued to bring consumers on every
continent refreshing product for every occasion and every lifestyle. In 1982, soft-drink
history was made with the introduction of diet Coke, the first extension of the trademarks
Coca-Cola and Coke, and the most successful new soft drink since Coca-Cola itself.
Within two years, diet Coke had become the top low-calorie soft drink in the world.

Advertising during the 1970s and 1980s continued a long tradition that presented Coca-
Cola as one of life's simple pleasures, distinctive and acceptable anywhere. In 1976, the
"Coke Adds Life" campaign was introduced, laying the foundation for the 1979
introduction of "Have a Coke and a Smile," a campaign of heart-warming emotion best
captured by the famous television commercial featuring Pittsburgh Steelers tackle
"Mean" Joe Greene.

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In early 1982, the theme "Coke Is It!" was launched around the world to reflect the
resurgent, positive spirit of the 1980s and to reaffirm the leadership of Coca-Cola. "Can't
Beat the Feeling" wrapped up the 1980s, while "Can't Beat the Real Thing" led the way
into the 1990s, and the innovative "Always Coca-Cola" campaign debuted in 1993,
followed by "Coca-Cola … Real" in 2003.

I.4. Moving with the times

From the late 1940s to the 1970s, the United States, like most of the world, changed at an
unprecedented pace. The Coca-Cola Company also experienced its most dramatic
changes in marketing and merchandising since the advent of bottling in the late 1890s.
World War II had recast the world, and the Company faced a new, more complex global
marketplace.

Packaging
Until the mid-1950s, the world of Coca-Cola was defined by a 6 ½-ounce hobble-skirt
bottle or bell-shaped fountain glass. But as consumers demanded a wider variety of
choices, the Company responded with innovative packaging, new technology and
newproducts.

In 1955, the Company introduced the 10-, 12- and 26-ounce king-size and family-size
bottles, which were immediately successful. Metal cans, first developed for armed forces
overseas, were available on U.S. market shelves by 1960. Then, following years of
research into plastic soft-drink bottles, the Company introduced PET (Polyethylene
Terephthalate) packaging in 1977 in the 2-liter size.

Products
The Company also introduced new soft drinks to satisfy a widening spectrum of tastes.
Born in Germany, Fanta was introduced in the United States in 1960; today the Fanta
family of flavored soft drinks has become one of the best-selling brands in the world.
Sprite, a lemon-lime drink, followed in 1961, and in 1963 the Company introduced TAB,
its first low-calorie beverage.

Change during the 1960s entailed more than new soft drinks. In 1960 the Minute Maid
Corporation merged with the Company, adding frozen citrus juice concentrates and ades
under the trademarks Minute Maid and Hi-C to the Company's array of beverages.

Advertising
Through the years, jingles and slogans have set the pace for Coca-Cola advertising. One
of the world's most famous advertising slogans, "The Pause That Refreshes," first
appeared in The Saturday Evening Post in 1929. It was supported by "It's the Refreshing

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Thing to do" in 1936 and 1944's "Global High Sign." The 1950s produced "Sign of Good
Taste," "Be Really Refreshed" and "Go Better Refreshed."

Many more memorable slogans followed, including "Things Go Better with Coke" in
1963. "It's the Real Thing," first used in 1942, was revived in 1969 to support a new,
tremendously successful merchandising stance for Coca-Cola.

Fine illustrations by top artists including Norman Rockwell were featured in colorful ads
that projected the product's image in leading magazines. Noted artist Haddon Sundblom's
popular Santa Claus "portraits," which began in the 1930s, continued as holiday ads until
the early 1960s.

Since the mid-1920s, radio had been the most important communication medium for
Coca-Cola. In the 1960s, the popular "Things Go Better with Coke" jingle became a hit
radio spot, using successful groups sang the jingle in their own musical styles.

The Company's advertising changed along with the world, reaching new groups of
consumers through new channels, most notably television. On Thanksgiving Day 1950,
Edgar Bergen and his sidekick, Charlie McCarthy, appeared on the first live television
network show sponsored by The Coca-Cola Company. As the medium evolved from
program sponsorship to commercials that ran during different shows, many famous
celebrities advertised Coca-Cola.

Through the years, advertising for Coca-Cola has changed in many ways, but the
message, like the trademark, has remained the same.

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I.5. A symbol of friendship

At the outbreak of World War II, Coca-Cola was bottled in 44 countries, including those
on both sides of the conflict. But far from devastating the business, the war simply
presented a new set of challenges and opportunities for the entire Coca-Cola system.

The entry of the United States into the war brought an order from Robert
Woodruff in 1941 "to see that every man in uniform gets a bottle of
Coca-Cola for 5 cents, wherever he is and whatever it costs the
Company."

This effort to supply the armed forces with Coke was being launched
when an urgent cablegram arrived from General Dwight Eisenhower's
Allied Headquarters in North Africa. Dated June 29, 1943, it requested shipment of
materials and equipment for 10 bottling plants. Prefaced by the directive that the
shipments were not to replace other military cargo, the cablegram also requested
shipment of 3 million filled bottles of Coca-Cola, along with supplies for producing the
same quantity twice monthly.

Within six months, a Company engineer had flown to Algiers and opened the first plant,
the forerunner of 64 bottling plants shipped abroad during World War II. The plants were
set up as close as possible to combat areas in Europe and the Pacific. More than 5 billion
bottles of Coke were consumed by military service personnel during the war, in addition
to countless servings through dispensers and mobile, self-contained units in battle areas.

But the presence of Coca-Cola did more than just lift the morale of the troops. In many
areas, it gave local people their first taste of Coca-Cola - a taste they obviously enjoyed.
And when peace returned, the Coca-Cola system was poised for unprecedented
worldwide growth. From the mid-1940s until 1960, the number of countries with bottling
operations nearly doubled. As the world emerged from a time of conflict, Coca-Cola
emerged as a worldwide symbol of friendship and refreshment.

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I.6. From smalls beginnings

The Coca-Cola Company began building its global network in the 1920s. Now operating
in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has
successfully applied a simple formula on a global scale: provide a moment of refreshment
for a very small amount of money - a billion times a day.

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that
system is dedicated to people working long and hard to sell Coca-Cola, diet Coke, Sprite,
Fanta and other Company products.

From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other
consumer product, has brought pleasure to thirsty consumers around the globe. For more
than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day.

The history of Coca-Cola is a story of special moments. Moments those originated with
Dr. Pemberton in Atlanta and have been multiplied billions of times around the world.
Moments made familiar and universal by Mr. Candler’s unique advertising and Mr.
Woodruff's vision to put Coca-Cola "within an arm's reach of desire." Moments that
today make Coca-Cola the most ubiquitous consumer product in the world. Each day,
Coca-Cola strengthens its position as the world's soft drink. Every day, people experience
a delicious, refreshing moment that only Coca-Cola can bring them. Through more than a
century of change, Coca-Cola remains a timeless symbol of quality refreshment.

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I.7. Coca-Cola versus Pepsi
Coca Cola Company was always a traditional company, and who had based on old
family values, promoted in small towns around USA. The formula of this drink has the
cod name: “Merchandise 7X “and so it is today since 1886, guarded under the highest
security norms.

Another radical image had promoted the rival company: the young and restless people
from Pepsi. They wanted to become the official brand for young and fashionable people.
They entered on the market in late 60’s , and although their entry was made with big
advertising , at late 70’s at one bottle of Pepsi 2 bottles of Coca-Cola were sold.
In 1976 Pepsi dare to launch an well build campaign called: “The Pepsi challenge”. In
this campaign people were chosen to make an blind test between the 2 drinks: Pepsi and
Coca Cola. After the test the results showed that more people preferred the taste of Pepsi
instead of traditional Coca Cola, because it was sweeter. And after that in the 80’s more
and more people became consumers of Pepsi. The Coca-Cola Company was forced to
find an fast and efficient solution to this problem.
Pepsi has continued his ascension and also adding an image, an symbol to their
company. An image who can offer them glamour, and they founded in Michael Jackson.
His energy was their key to Pepsi’s success. And although the fact that Pepsi were an
wave they were also supported by the king of pop music.

1985 was a dramatic year for Coca Cola Company. Although Coca Cola was on the
first place on international market in USA, they were loosing considerable. This was the
moment when Roberto Goizueta decided to launch the new Coca Cola. Old bottles were
taken, also the old formula, and the drink was replaced by the new one officially after 95
years of market experience. After 2 months from the launch of this new drink, the
company started to receive about 1500 petitions per day because of the new taste.
Statistics confirmed the fact that Coca Cola was taken the wrong decision, because 70%
didn’t agree with new taste and 80% had criticized about this change.
The public opinion finally won, and Goizueta decided do put back on the market the
old taste of Coca Cola “Classic Coke”. The company had lost important clients, and Pepsi
won 5% on the market.

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 For the first time in history Pepsi had won in the battle with the lider of soft drinks,
but the offensive continued because of the new Pepsi campaign.

I.8. New markets and brands

The 1990s were a time of continued growth for The Coca-Cola Company. The
Company's long association with sports was strengthened during this decade, with
ongoing support of the Olympic Games, FIFA World Cup™ football (soccer), Rugby
World Cup and the National Basketball Association. Coca-Cola classic became the
Official Soft Drink of NASCAR racing, connecting the brand with one of the world's
fastest growing and most popular spectator sports.

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising
campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New
markets opened up as Coca-Cola products were sold in East Germany in 1990 and
returned to India in 1993.

New beverages joined the Company's line-up, including Powerade sports drink, Qoo
children's fruit drink and Dasani bottled water. The Company's family of brands further
expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's
root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in
more than 120 countries around the world. By 1997, the Company already sold 1 billion
servings of its products every day, yet knew that opportunity for growth was still around
every corner.

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I.9. Coca-Cola now
In 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now
well into its second century, the Company's goal is to provide magic every time someone
drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to
Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest
comers of the globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different
cultures and backgrounds like to drink, and where and how they want to drink it. With its
bottling partners, the Company reaches out to the local communities it serves, believing
that Coca-Cola exists to benefit and refresh everyone it touches.

From the early beginnings when just nine drinks a day were served, Coca-Cola has grown
to the world’s most ubiquitous brand, with more than 1.4 billion beverage servings sold
each day. When people choose to reach for one of The Coca-Cola Company brands, the
Company wants that choice to be exciting and satisfying, every single time.

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I.10. Refreshment Knows No Boundaries
Perhaps Mr. Woodruff's greatest contribution was his vision of Coca-Cola as an
international product. Working with talented associates, he established the global
momentum that eventually carried Coca-Cola to every corner of the world.

In the first two decades of the 20th Century, the international growth of Coca-Cola had
been rather haphazard. It began in 1900, when Charles Howard Candler, eldest son of
Asa Candler, took a jug of syrup with him on vacation to England. A modest order for
five gallons of syrup was mailed back to Atlanta.

The same year, Coca-Cola traveled to Cuba and Puerto Rico, and it wasn't long
before the international distribution of syrup began. Through the early 1900s, bottling
operations were built in Cuba, Panama, Canada, Puerto Rico, the Philippines and Guam.
In 1920, a bottling company began operating in France as the first bottler of Coca-Cola
on the European continent. In 1926, Mr. Woodruff committed the Company to organized
international expansion by establishing the Foreign Department, which in 1930 became a
subsidiary known as The Coca-Cola Export Corporation. By that time, the number of

14
countries with bottling operations had almost quadrupled, and the Company had initiated
a partnership with the Olympic Games that transcended cultural boundaries.

Coca-Cola and the Olympic Games began their association in the

summer of 1928, when an American freighter arrived in Amsterdam
carrying the United States Olympic team and 1,000 cases of Coca-Cola.
Forty thousand spectators filled the stadium to witness two firsts: the first
lighting of the Olympic flame and the first sale of Coke at an Olympiad.
Dressed in caps and coats bearing the Coca-Cola trademark, vendors
satisfied the fans' thirst, while outside the stadium, refreshment stands,
cafes, restaurants and small shops called "winkles" served Coke in bottles and from soda
fountains.

Mr. Woodruff's vision of the international potential of Coca-Cola is still being

implemented and refined by the Company, its bottlers and subsidiaries, building the
Coca-Cola business into an unparalleled global system for providing a simple moment of
pleasure.

CHAPTER II – COCA-COLA IN ROMANIA

II.1. Coca Cola in Romania

From 1991, since Coca Cola started its activity in Romania, they had exposed on the
market most of the soft and refreshing drinks with international popularity, but also they
had created, especially for the Romanian consumers, some dedicated brands, as their
local preferences.
Through one of the most wide network of merchandising, Coca Cola products are
today available in over 70 000 sailing points in Romania.

All history of Coca Cola in Romania can be revealed in an original way through
promotions and public campaigns. Their messages talk about Coca Cola and its values:
unforgotten moments in contact with their relatives, celebrated with a refreshing delicious
and full of taste, cold as ice Cola which always reminds that life is tasteful. Coca Cola is
revealed in actions of young people, in grown up success, in the memories of those who

15
travel and in for ever friendships, because is a part of everyone’s story and in each one
apart.

Coca Cola is now more than a quality product for the Romanians – it is an icon of
friendship and of pleasure to live all the joys in our lives.

II.2. The Theatre Festival from Sibiu in 2000

Alternative – A new form of European cultural dialog

“This festival has discovered a dynamic theatric movement in

Romania, in which art is a way of life. “

Critical people from this 2000 edition have presented this festival such as on
memorable premiere played in an open space for every actor. This festival has united
together the participants from 50 countries.

Through his contribution of this successful event, Coca-Cola Company was near the
Romanian people, helping them to put in value there spiritual treasure and to have contact
with the authentic values of universal culture. This 2000 edition has proved that anyone
who is coming from a different culture, can be one with the community through art .

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 This festival took place between 26 may – 4 June, 2000, and has been divided in 8
sections:
- huge shows
- the meeting between the greatest people in theatre school from around
the world
- experimental theatre
- “literature” shows
- Radio-phonic radio
- theatre in unusual places
- dancing - theatre
- shops and off sections – open to the amateurs and large public

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 II.3. The Theatre Festival from Sibiu in 2001
Challenges

“ At the 10th anniversary of Coca-Cola Company in Romania, the company has

contributed to the Festival success with huge amount of kind. All the public from all
around the country came to Sibiu fortress to live all artistic moments “

During 25 may – 3 June, 2001 the International Theater Festival from Sibiu stayed
under the question mark of challenges. At the challenges took part over 1000 artists from
58 countries. It has been divided in 8 sections:
- huge shows
- meetings between schools and theatral academies
- theater in castle
- experimental theater
- radio theater
- dancing theater
- international shops and “Frige” sections

The challenge which Coca-Cola Company has brought to the festival took place in
the Grand Square from Sibiu. There were installed the “Country from the fortress “,
which was a huge puzzle, representing the Romanian map.
II.4. The Coca-Cola University
How you develop a business?

“Hundreds of investors discovered how to provide with success their own business”

At his business partner’s suggestions, Coca-Cola Company decided to organize two

years on the road, an educational program for the Romanian business people. “The Coca-
Cola University” is the name of an huge successful project developed with the
collaboration of the Public Administration Institute and Bucharest Business ( ASEBUSS)
.

In 1998, Coca-Cola Company developed the program “The Coca-Cola University”

for the business people from Romania. At the program classes, organized in 8
universityes centers, took part 1200 people.

The purpose of the program was to offer the opportunity to take professional classes
with qualify teachers for the businessman’s with small businesses.

Participants had the opportunity to get use to the new marketing methods and to
develop performant management strategies of their activities and human resources.
II.5. Coca-Cola Scholarship
100 000 $ for the young Romanian managers

“Coca-cola Company is the first company who gives scholarship to the students in
MBA in Romania. “

In April 2000, Coca-Cola Company launched a scholarship program called MBA

(Master of Business Administration), devoted to the young students in ASEBUSS
( Public Administration Institute and Bucharest Business) .
Until 2005 the program offered 100 000$ to young students.

Since 1997, Coca-Cola Company has offered help to ASEBUSS institute, and
together they developed the “Coca-Cola University “. This collaboration has evolved year
by year in different forms, such as: educative articles written by teachers from ASEBUSS
for “Coca-Cola Magazine”, participation of the same teachers from ASEBUSS as
program trainers or paying for some long term classes.

This scholarship program, at its total value – about ½ billion Romanian currency –
is for young managers with the wish to improve, who do not have the financial support.

This occasion allowed the access to the Executive Master of Business

Administration class, after participation to the ASEBUSS organized contest.
II. 6. It is your turn to change the world
The choice for your carrier begins early

“During the period of 3 years, 50 000 high school students benefit from this
program”

Coca-Cola Romania, with Low Frequency Centre – CODECS- and Education and
Research Minister, started in 2000 a 3 year program for high school students for helping
them in choosing and identifying their future carriers.

The program developed in all high school from: Bucharest, Timisoara, Oradea,
Cluj-Napoca, Iasi.

Through interactive educational techniques this program supported the knowledge

of their own skills, of their qualities and weaknesses as a starting point in choosing the
carrier which will bring them big results and satisfactions.
II.7. Ethics – the best label in business
Faire businesses – successful business

“Let’s talk about ethics in Coca-Cola: the correctness gives power to our company. “

Coca-Cola, in partnership with Romanian Junior Achievement, launches in 2003 an

university program based on ethics business. Eight hundreds students from eleven
economical universities from Romania have been taught of future business partners or
employees.

The program was built to run in the most important university centers from
Romania and was divided in classes based on business ethics theme. These classes were
supported by important and successful people from Coca-Cola system and teachers from
each university. Students were invited to analyze and give solutions for studies on care
and presented discussions themes, and the best participation had won prizes. The biggest
prize was a scholarship in Canada.

The main method used in the program was learning by doing, a specialty of Junior
Achievement. The youngsters have received curtain selected subjects, for discussions and
analyze them. The main attraction was, with no doubt, the series of presentations
supported by the top managers from Coca-Cola Company in universities from Bucharest,
Oradea, Cluj, Timisoara, Iasi, Brasov, Targu-Mures, and Constanta.
II.8. Discover the magical world of books
The magic of the books – children discover the pleasure of lecture

“Any book which helps a child to form his pleasure for reading, is a good book for that
child”

Coca-Coal Romania and the CONCEPT foundation in partnership with Education

and Research Minister, have launched in 2003 an educational program, whose main
purpose was to bring more children through lecture in the magical world of book-stories.

Unfolded under the motto: “Discover the magical world of books “, this program
has been made in specially for the students in the III rd and the IV th grade. It was based
on two educational methods: “drama in education”, and “theatre in education” . These
methods had imposed to develop in schools some specials shops for children. There, the
children discovered the pleasure of reading through games. They had to play small acts,
in which their characters were famous heroes from books.

Also the children were stimulated to write their own stories. This was the purpose
of the contest: “My book “, which has given the children the opportunity to realize their
own book, starting from the concept: “The world that I want “.

These are some results from the program:

- 900 children took part and they had the chance to discover the
magical world of books
- 76 teachers were trained to use participative art in their scholar
activity
- 700 adults and children took part to the “ open book-day” event
- 576 books were given to the school library
- 354 wrote stories , and children had drawn many things in the “ my
book” contest
- Making of the “ The world that I want” book as a final product
II.9. Smithsonian folk life festival
The Romanian traditional art in America

“Smithsonian Folk life Festival attracts annually over one million visitors”

Every summer, for two weeks, the National Museum of U.S. (Smithsonian Institute)
organizes a traditional festival with international participation at Washington D.C.. The
festival is an real outdoor museum from around the world.

In 1999 a Romanian crew took part, with the support of Coca-Cola Company, at the
33rd edition of the Festival, which has united musicians, actors, chefs, an sculptors. 112
artists, dancers, singers, traditional actors entertained America; among them were 18
members from the Traditional Academy of Arts from Romania.

A good part of the Romanian folklore thesaurus was presented at Washington, and
the members were from villages situated in the 3 biggest historical Romanian areas:
Muntenia, Oltenia and Dobrogea , Moldavia with Basarabia and Bucovina, Transylvania
with Banat, Crisana and Maramures.

Smithsonian Folk life Festival attracts annually over one million visitors from
U.S.A. and other countries.
For the participants of Romanian crew of this festival was an opportunity which helped
Romania to show its culture , history, traditions and tourism opportunities and economics
for those who want to visit Romania.
II.10. Romanian festival of traditions
Bottom drawer – full of the most beautiful traditions and habits

“Professions transmitted with care from generation to generation have been opened to the
big public”

Far away in the mountains in a plain village, from hands of ageless and nameless
hurdlers keepers of old Romanian tradition have been born same soul adornment.
In 2001, Coca-Cola initiated a large cultural project called “Bottom drawer” – Romanian
festival of traditions. It was organized in order to bring light to the most beautiful popular
Romanian habits.

“Bottom drawer” has opened with “Easter traditional sweets festival” hosted by two
Romanian cities famous for preparing Easter sweets: Vadu Izei in Maramures, and Vatra
Moldovitei in Bucovina.

If the spring of 2001, marked the debut of this ambitious project , in the winter of
the same year it was organized in Iasi , Cluj and Oradea a project called : “Masks , toys
and traditional clothes festival “ . Popular hurdlers exposed their work according the
place they came from: in Iasi there came hurdlers with masks and traditional Christmas
clothes and adornments, and in Cluj and Oradea hurdlers with toys and celebration
adornments.

Both events made the “Bottom drawer” in 2001 to enjoy a huge success because
they were accompanied by popular games and songs. All the manifestations made both
edition of the “Popular traditions in Romania festival “ build a time bridge, because all
remembered pf the beauty of tradition and habits which they must never forget.
II.11. Re-environment
Together for a clean country.

“We wish through the power of example to stimulate the civic spirit of humans, in order
to be part of making our living environment better. “

Everybody knows that the power of the example is the most efficient way to show
something. The employees of the Coca-Cola Company know this thing and have decided
to use their personal example in actions which prove their care for the living
environment. At the same time they wanted to show their civic spirit and the solution
they considered the best was to re-organize the green spots from their cities.

“The spring cleaning days”, was developed in all cities which host CCHCB
factories. The voluntary actions were a part of the “Re – environment “, initiated by the
Coca-Cola Company.

In 2003, with the occasion of Cleaning Days, between the 12th and the19th of April
, in Bucharest there were cleaned two favorite places by the old and young people : “ The
Kinder garden park” , and “ Circus park” . In 2004, “The spring cleaning days”
extended. Between 26 and 27 march, the employees of the Coca-Cola Company from
Timisoara, Oradea, Ploiesti, Iasi, Craiova, Bucharest took part as volunteers at the re-
making of the parks where they and their families spend most of their free time.
II.12. The Coca-Cola caravan
A soul journey

“The Coca-Cola caravan makes firstly a soul journey, because it brings happy holidays
from far away. “

Since 1920 the Coca-Cola Company started to develop the traditional symbols and
values of Christmas: family, home, joy, friendship, care. In 1931 Coca-Cola told to an
artist to create an image in order to represent in a memorable character, the values kept
by generations about Santa Claus, that artist’s name is Haddon Sundblom.

Sundblom’s Santa was immediately welcomed by the little ones and also by grown
up people, and shortly he became the connection between the Coca-Cola Company and
the beautiful holiday atmosphere which comes to life every year on Christmas.

The Coca-Cola Caravan starts every year in a journey in order to promote joy and
Christmas values everywhere its stops. In Romania the caravan has already been to many
towns. The record road was established in 2000, when the caravan was through 74 towns
and stopped to organize a traditional party in: Iasi, Brasov, Timisoara, Constanta, Oradea,
Cluj, Galati, etc.

Gifts from the caravan’s trucks go to the children with special needs, such as the
children from orphanage or children in hospitals or care institutes. In 2000, the children
from children hospitals such as: Grigore Alexandru from Bucharest received beautiful
gifts from the Coca-Cola caravan and the hospital received 243 millions of Romanian
currency as a donation.
II.13. Coca-Cola is near you on Christmas Day
Holydays with magical gifts

“On Christmas Day Coca-Cola gives us’ all magic, joy and hope. “

In winter of year 2004, Coca-Cola Company launched and special program for
holidays, called: “Coca-Cola is near you on Christmas Day.” In the evening of the 5th of
December the Coca-Cola made the first step in order to develop a new habit: turning on
the lights in the Christmas tree, placed by the Coca-Cola in front of the National Opera.
Between the 6th and the 12th December, visitors from large commercials centers from
Bucharest, were pleased by the Christmas songs sung by children and near Christmas
tree.

The lights in the Coca-Cola Christmas tree from Bucharest were turned on in the
Saint Nicholas day, for the happiness of the children who had come to see the Christmas
tree. In the same night, Coca-Cola Caravan formed by beautiful trucks, left Bucharest,
and went for the children around the country.

In 2004, people from Bucharest received an invitation from Coca-Cola for the:
“You can also be Santa! “show. It was about an emotional show which has took place at
the National Opera on the 22nd and the 23rd of December. The artistic moment was
prepared by big names of Romanian show and it was for everyone who shares the warm
spirit of Holidays. Money received from selling the tickets were donated to the Marin
Pazon hospital.

Coca-Cola and the Olympic

II.14.
Games
Coca-Cola takes on the Olympic spirit.

“ Citus, altius, fortius.” – “Faster, higher, stronger. “

At the same time with the first bottles of Coca-

Cola special delivered by ship for the American crew
at the Olympic Games in Amsterdam in 1828, there
began the largest and most beautiful story of
partnership between a company and the biggest sport
event. For almost 100 years, Coca-Cola involves in
each edition of the Olympic Games, making one with the world of sports and with the
fundamental values of the Olympic Games.

From the first participation in 1928, the Coca-Cola road in Olympic history was
marked by memorable actions such as: in 1952 all the participants (the public, athletes,
and coaches) tasted the drink brought from over the ocean. Over 30000 cases of Coca-
Cola had been brought to Amsterdam to be given to all as presents at the Olympic
Games.

In 1979, Coca-Cola contributed together with the American Olympic Comity, for
creating the Olympic Gallery of Honor of U.S.A., for the big athletes who participated at
the Olympic Games.
In the Olympic year 2004, under the motto: “Take the flame forward, unite the world.
“Coca-Cola has continued to put in line the creativity, innovation spirit, enthusiasm, and
the compromise to share magical moments, with everyone who wants to share the
Olympic ideals.

II.15. Coca-Cola and Sports

Coca-Cola – always there for the sport’s enthusiasts.

“Coca-Cola support sports and its eternal values: competition, fair-play and
performance.”
 The Coca-Cola name has been associated for many years with lots of sport events
and competitions. Since 1928 the Coca-Cola Company supported the Olympic Games,
but more than that Coca-Cola is proud of the partnership it has with FIFA. The Coca-
Cola Company is also the official sponsor of the World Football Cup since 1978.

In January of 1998, Coca-Cola Company made even a bigger partnership with FIFA
until 2006 .Together they supported the most popular sport, and its fans.

The most important international events and the sports competitions organized for
small countries and the partnership with sports are one of the best ways for Coca-Cola
Company to enter the contest with its clients.

CONCLUSION
As you all should know:”Coca-Cola” is the second word known world wide after
“Ok”. I think this says everything. I would like to say that it was an incredible journey
since 1886, to our days, and extraordinary how Coca-Cola lasted so much in time. We
can easily say that Coca – Cola is a part from our mankind history. In my certification
paper I tried to sum up the entire important event in Coca-Cola development, and all its
projects carried on by the most important leaders in Coca-Cola.
All things considered I personally think that Coca-Cola had always something to
say in all possible ways. Because it is a brand with a prestigious history, and always
indicate huge respect, Coca-Cola had become a visit card for everyone who drinks a
bottle of Coca-Cola.
Finally I would like to say that Coca-Cola was a way of life, not only for me, but
for everyone who drinks it. Coca-Cola is the most refreshing drink and the most
enlivening product on the juice market at this moment. For me is more than a drink.
When I drink a Coca-Cola is more like a part of me. I feel younger, full of life, a feel
amazing. For those who want a piece of advice; here’s one for you: go and drink a bottle
of Coca-Cola…you will see that I was right.

Go for it!!

BIBLIOGRAPHY:
1. www.google.com
2. www.cola-cola.com
3. www.thecoca-colacompany.com
4. www.wikipedia.com
5. Coca-Cola in Romania files
6. Personal archives
Appendix1:
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Appendix 3: