$可口可乐(KO)$ ——妥妥的性价比功能性饮料起家

（1）从1886年到1940年，可口可乐售价都是5美分一杯，50多年价格没变。可口可乐想保持性价比，全国范围内投放广告“5美分一杯”，而不少竞争对手当时的定价是7-8美分。

（2）可乐最开始是当做药去营销的，后来转向大众市场。看下图广告，可乐初期主打的一个卖点：缓解疲劳。可乐一直的标语是 Delicious and Refreshing。中文模仿最好的可能就是“困了累了喝红牛”，后来红牛放弃了这个广告语，被东鹏抄去，“困了累了喝东鹏”，结果结合一系列其他管理操作，东鹏销量暴涨。

（3）可口可乐历史广告语：

1886: Drink Coca-Cola

1904: Delicious and Refreshing

1905: Coca-Cola Revives and Sustains

1906: The Great National Temperance Beverage

1907: Good to the Last Drop

1917: Three Million a Day

1922: Thirst Knows No Season

1923: Enjoy Thirst

1924: Refresh Yourself

1925: Six Million a Day

1926: It Had to Be Good to Get Where It Is

1927: Pure as Sunlight; Around the Corner from Everywhere

1929: The Pause that Refreshes

1932: Ice Cold Sunshine

1938: The Best Friend Thirst Ever Had; Thirst Asks Nothing More

1939: Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola

1942: The Only Thing Like Coca-Cola is Coca-Cola Itself

1948: Where There’s Coke There’s Hospitality

1949: Along the Highway to Anywhere

1952: What You Want is a Coke

1956: Coca-Cola … Makes Good Things Taste Better

1957: Sign of Good Taste

1958: The Cold, Crisp Taste of Coke

1959: Be Really Refreshed

1963: Things Go Better With Coke

1969: It’s the Real Thing

1971: I’d Like to Buy the World a Coke – part of the “It’s the Real Thing”

1975: Look Up America

1976: Coke Adds Life

1979: Have a Coke and a Smile

1982: Coke Is It!

1985: We’ve Got a Taste for You (Coca-Cola & Coca-Cola classic); America’s Real Choice (Coca-Cola & Coca-Cola classic)

1986: Red, White & You (Coca-Cola classic)

1986: Catch the Wave (Coca-Cola)

1987: When Coca-Cola is a Part of Your Life, You Can’t Beat the Feeling

1988: You Can’t Beat the Feeling

1989: Official Soft Drink of Summer

1990: You Can’t Beat the Real Thing

1993: Always Coca-Cola

2000: Coca-Cola. Enjoy

2001: Life Tastes Good

2003: Coca-Cola … Real

2005: Make It Real

2006: The Coke Side of Life

2009: Open Happiness

2016: Taste the Feeling