--- In Firebird-general@yahoogroups.com, "Miroslav Penchev"
<miroslavp@m...> wrote:

> "Always Coca-Cola" - you do not drink always coca cola, or it is
> not always here.

There is a specific background to that slogan. For years Coke had
been successfully growing their business, wave after wave. In the 70's
they paid for the development of the plastic ("PET") bottle, because
their marketeers had found that we drink more cola if we buy it in 2L
bottles and a 2L glass bottle is too heavy and fragile.

Then, early 80's, they were stuck. How next to grow? Coke II? A flop.
Suddenly a bright person realized that they needed to increase the
number of places where you can drink a coke. Whenever you are in a
place more than 5 minutes, you can drink one. Thus Coke started to
push vending machines big time: in the office, in schools, at the
bus/train/petrol station, etc.

Now consumers had to be convinced that it was okay to drink a Coke in
all those places, all the time. Thus slogan "Always Coca Cola" was
born. They spent uber-millions hammering that message down our heads.
Apparently with effect.

See, slogans aren't just nice phrases. They are well thought-out
messages, trying to communicate something. Well, they should be.

Paul