可樂作為全球級(jí)的熱門飲料,已經(jīng)風(fēng)靡了100多年了。

小編周圍的朋友中,也有不少是可樂的死忠粉,每次聚會(huì),都是必點(diǎn)項(xiàng)目。

而在可樂界,也有兩大霸主,一是可口可樂,另外一家是百事可樂。

一向愛八各種秘密的外媒就報(bào)道的其中一家老店--可口可樂的秘密。

看完這些秘密,你大概會(huì)大吃一驚,想不到小小可樂里面,居然有如此多的門道。

如果要問這款軟飲料為什么能風(fēng)靡全球,那么答案就在于它的獨(dú)特秘方。

#1 The secret ingredients

可口可樂秘方

這份為可口可樂公司帶來源源不斷收益的秘方,是公司重點(diǎn)保護(hù)對(duì)象。

那么秘方到底放在哪里呢?又是誰保管呢?

一起來看看吧。

The secret formula of Coca-Cola is fiercely protected, so much so that only two people who work at the company know the exact ingredients that make up this unique soft drink. While this is a disappointment to many, it’s not at all surprising that one of the wold’s most profitable companies wouldn’t give away the formula of success so easily.
可口可樂的秘密配方被嚴(yán)密保護(hù)了起來。在可口可樂公司內(nèi)部,只有兩個(gè)員工知道這種軟飲料的確切成分。盡管對(duì)于大部分人來說,可能聽來有點(diǎn)失望,但要知道,作為世界上最賺錢的公司之一,可口可樂肯定是不會(huì)輕易公布秘方的。

The only official written copy of the formula is said to be stored in a US bank vault in Atlanta. In order to keep it safe, the company gave the bank almost 50 million shares of stock and introduced some bizarre policies to keep everyone away, such as:
據(jù)說,唯一的一份秘方復(fù)印件存放在亞特蘭大的美國銀行金庫中。為了保證安全,可口可樂公司向銀行提供了大約5000萬股股票,并出了各種奇怪的政策,防止出岔子,例如:

The two people who know about the formula aren’t allowed to fly on the same plane.
知道秘方的兩個(gè)人不允許搭乘同一航班。

No one can read the formula without the presence of God and Jesus.
沒有上帝和耶穌的存在,任何人都無法閱讀此秘方。

#2 The addiction

可口可樂里,添加了什么?

還有人會(huì)問啦,為什么可樂,越喝越想喝?

其實(shí),這是有原因的,原因就是這里面有添加劑。這里面含有類似可卡因的東西。

Coca-Cola originated as a form of alcoholic drink which pharmacists – and Coca-Cola inventor, John Pemberton, called ‘French Wine Coca’.?
可口可樂起源于一種酒精飲。身為藥劑師的可口可樂發(fā)明者John Pemberton把這種飲料稱之為“法國葡萄酒可口”。

Amongst the ingredients is said to have been a euphoria-inducing mixture of cocaine and alcohol that was called cocaethylene.?
據(jù)說,這些成分中含有一種叫做諾可卡因及可卡乙堿的物質(zhì),它是一種混合了可卡因和酒精的混合物,能讓人產(chǎn)生愉快的感覺。

When a later version of the drink followed, Pemberton replaced this ingredient with sugar syrup and made Coca-Cola the ideal temperance drink.
后來,成分又有所改動(dòng),創(chuàng)始人Pemberton用糖漿取代了這種成分,把可口可樂變成了低酒精飲料。

#3 How Coca Cola got its name?

可口可樂的名字是怎么來的?

嗯,大家都知道,可口可樂這個(gè)名字起得非常成功,讓人過目不忘。

那么,這個(gè)好聽的名字到底是怎么來的呢?

Originally intended as a patent medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.?
原來,最早的時(shí)候,這種軟飲料是一種處方藥,是由John Pemberton在19世紀(jì)晚期發(fā)明出來的,后來商人Asa Griggs Candler使用各種營銷策略,讓可口可樂在20世紀(jì)風(fēng)靡全球。

The drink's name refers to two of its original ingredients: coca leaves, and kola nuts (a source of caffeine).?
它的名字其實(shí)是指飲料所用的兩種成分,分別是coca葉字,還有kola果(咖啡因的來源)。

后來,它們?yōu)榱藢?duì)稱,把kola的k改成了c,變成了coca cola.

而上世紀(jì)20年代,可口可樂進(jìn)入中國的時(shí)候,一開始,Coca Cola被翻譯成”蝌蝌啃蠟”。

但顯然,這樣一個(gè)名字,肯定是沒法帶火這個(gè)牌子的,所以可口可樂公司公開登報(bào)懸賞350英磅征求譯名。

當(dāng)時(shí)一位上海教授以”可口可樂”四個(gè)字擊敗其他所有對(duì)手,拿走了獎(jiǎng)金。

并且,憑借這個(gè)響亮的名字,可口可樂在中國也大受歡迎。

#4 The marketing strategy

可口可樂有哪些營銷招數(shù)?

當(dāng)然啦,秘方好是一方面,但可口可樂能在全球紅火,還有一個(gè)重要原因,那就是營銷做得好。

A huge part of Coca-Cola’s success lies in the effectiveness of the marketing plan. The goal was to create a universal target market and promote that product on a global level. This was achieved through focusing on 3 aspects:
可口可樂成功的一大部分在于營銷措施非常高效。可口可樂的目標(biāo)是建立一個(gè)全球性的市場,在全球范圍內(nèi)售賣飲料。這主要是通過三方面來實(shí)現(xiàn)的:

Acceptability – introducing the product into consumers’ everyday lives and making it their no.1 choice.
可接受性 - 將產(chǎn)品引入消費(fèi)者的日常生活,并使其成為第一選擇。

Affordability - Coca-Cola keeps the price range low and it’s worth the money.
可負(fù)擔(dān)性 - 可口可樂保持價(jià)格低廉并且物有所值。

Availability - ensuring the product is available wherever consumers may need it.
普遍性 - 確保不管哪里的消費(fèi)者,都能買到。

好了,以上就是可口可樂的秘密啦。