Details of pemberton.

1865165438+1October, pemberton snapped up a large number of medicinal materials in new york. In the following five years, pemberton made a fortune in partnership with Austin Walker, a rich local doctor. But he always has no savings, and the money he earns is either used for experiments or given to his family and friends. From 65438 to the end of 1960s, pemberton began to experiment and develop its own patented products, including "spherical flower syrup", "queen root essence" (a blood purifying agent) and "southern sweet wine" (a spice)-all these products are based on locally picked herbs. After the civil war, Atlanta brought an exciting whirlwind to the business in the south. From 65438 to 0869, pemberton gave up his well-run pharmacy business in Columbus and started a business in Atlanta.

It was a success at first. Together with his partners, he founded the largest drug trading mall in the city in the luxurious "Jingbowu" hotel. But by 1872, the hotel was bankrupt. It was not until 1879 that he paid off his old debts and was able to spend his free time researching and manufacturing new drugs. In the following years, he invented the Indian queen hair dye, "Formula 47- 1 1" rheumatism medicine, Sanxiaogan pill, Jiangling, lemon and orange panacea and other long-forgotten Chinese medicines and drinks. Pemberton often works late into the night, forgetting to eat and sleep. A visitor later recalled that pemberton had extraordinary energy.

Pemberton is a doctor and pharmacist and a lifelong scholar. He not only reads the latest medical magazines, but also reads more and more international medical literature. For many years, he devoted himself to writing an encyclopedia of drugs. It is not difficult to imagine that in order to develop new patented drugs, he is not limited to local plants (such as "Queen Root" and "Spheroidea"), but also began to study more foreign medicinal materials. Many imported drugs that fascinated pemberton were initially praised by the public as a panacea for all diseases, but they were soon accused of being the chief culprits of addictive drugs. 1876 or so, pemberton saw an article written by Sir Robert Crais Tesson, the 78-year-old chairman of the British Medical Association. The old doctor said that he climbed the 3224-foot-high Benwolich Mountain on an empty stomach just by chewing cocoa leaves. This aroused pemberton's interest, and he began to read all the information about the cocker tree. But pemberton is not the only one. As early as 65438+80s in 2009, doctors and pharmacists reported the use of cocaine, pointing out that its main alkaloid cocaine can cure opium and morphine addiction. Manufacturers also responded immediately, producing cocoa tablets, ointments, sprays, subcutaneous injections, cocoa liquor, cocoa spirits, cocoa soft drinks, cocoa powder, and even cocoa heads and square cigars. From 65438 to 0885, "Coca Cola" became popular. It is a lump chewing tobacco cake.

The most famous commercial beverage of cocoa leaf is the now forgotten "Wen Mariani". The inventor is Angelo Mariani, a Corsican with strong entrepreneurial spirit. 1863 began to sell bordeaux red wine soaked in cocoa leaves. French cocaine in pemberton was first introduced to the market in 1884, which is an imitation of Vin Mariani. It was through the improvement of Coca-Cola that pemberton invented Coca-Cola, so "Wen Mariani" was actually the originator of Coca-Cola.

Cocaine mixed liquor in Mariani not only swept the whole European continent, but also entered the American market. America is Mariani's most important sales market. "Wen Mariani" swept the market, resulting in an endless stream of fake and shoddy products. Some people directly exchange cocaine for cheap wine, but it tastes bitter and has stronger efficacy.

French cocoa wine in pemberton is one of many imitations, but it is of high quality. 1March 885, pemberton made it clear that he had read Mariani's evaluation of this "educational drink". Like Mariani, he asked the upper class with knowledge and a fixed job to prove his wine. "Scientists, scholars, poets, priests, lawyers, doctors and other mental workers are all customers of this intellectual enhancer," pemberton told the reporter of Fascination. "I believe that the medicinal liquor I brew will surpass Mariani."

Pemberton claims that his wine "contains African coral and real Damiana, soaked in pure wine", and it is these two extra ingredients that improve Mariani. Pemberton's advertisement for Coca-Cola is more American than Mariani's, and it's imposing. He also plagiarized Mariani's advertising words, claiming that his French Coca-Cola was unanimously recognized by more than 20,000 most knowledgeable medical staff all over the world. Although suppliers and doctors of patented drugs are interested in coca leaves and cocaine, some doctors and the media have sounded the alarm. 1886, a German doctor published a pamphlet, which was later translated into many languages and severely criticized cocaine, calling it "the third disaster of mankind", and then his American colleagues joined in and attacked cocaine with him. At the same time, the prohibition movement led by Reverend Sam Jones led to the prohibition of alcohol in Atlanta in June 1885+065438+ 10.

Obviously, there is no market for drugs brewed with wine. Pemberton decided to give up wine as the main solvent and began to try various volatile oils with fruit essence as the main component. But pemberton thought they were all too bitter. Although adding sugar can mask the bitter taste, it has become a boring sweet drink. He added citric acid in order not to be bitter or greasy. Throughout the winter of 1885, he has been trying repeatedly to find a satisfactory formula. In February 65438+, two northerners, Frank Robinson and David Doe, appeared in front of pemberton. They are selling mimeographs that can print two colors at a time. They looked around for opportunities, and heard that pemberton always seemed to be looking for new ideas and new partners, so they gave it a try.

Pemberton discussed with his old partner Edmund Holland, and the four men reached a deal: they set up a new enterprise, pemberton Chemical Company. The Netherlands is the only investor, but the four companies share equally. Pemberton shares technology and laboratories, while Robinson and Doyle share their new color printing machines.

1In the early spring of 886, pemberton tried a new "non-alcoholic" beverage, Coca and Cora, and sent it to the cold drink canteen of Jacob's pharmacy Wen nabil for trial sale. When pemberton's nephew Lewis Newman came to visit them from school, he also worked as a page in pemberton.

Lewis Newman described the laboratory in 1886 as follows: "All uncle John's savings and available money were invested in the renovation of the house and the installation of equipment ... The most vivid scene I remember was the step of" curing "the filter mixture in vacuum: there were two big kettles in which things like sorghum and sugarcane juice were rolled. An oar made of hazel bark is like an oar. When the solution boils, it is used to stir ... and then there are two steps: filtration and fermentation. " This cumbersome production method was soon abandoned by pemberton.

1in April, 886, pemberton was scheduled to deliver an important speech at the annual meeting of the Georgia Medical Association, but he was reluctant to leave the laboratory because a satisfactory formula was about to be "baked", so he sent the speech to others for reading. In the article, he gave a detailed academic introduction to caffeine and cocaine, and also explained the refining and use history of the two drugs. However, pemberton's real hobby is cocoa leaves. He wrote: "There has never been a therapeutic substance in the history of medicine that can change from obscurity to prominence in such a short time!" Pemberton, who studied the formula day and night, passed the baton to Robinson, and it was time for him to catch his breath. Robinson was busy brewing and devoted all his time to this drink. He guaranteed production and tried his best to sell it with limited budget funds until it was sold out. He realized that Coca-Cola should be marketed as a product with dual functions: a stimulant for headache and depression, and a new cold drink with unique taste. On May 29th, 1886, he put out the first advertisement in Atlanta Daily, emphasizing its beverage features: "Coca-Cola, delicious! Fresh! Happy! Vigor! This trendy carbonated drink contains magical cocoa leaves and famous cola fruit characteristics. " Coca-Cola first appeared in printed advertisements. Robinson spent the whole winter designing handwritten trademarks, and finally used the familiar italics for the first time in the advertisement of June 1887+06.

Compared with most advertising words at that time, Coca-Cola's advertising words were very short, which pioneered modern advertising. Its first adjective "delicious and fresh" has almost become synonymous with Coca-Cola.

There is another reason why Robinson's advertisement is short-it is more economical. Because pemberton and other shareholders have limited funds, their advertisements in newspapers are always scattered. In the first year of the product, the advertising cost was only $65,438+050. Although the cost is not much, Coca-Cola's advertising times are considerable: banner waterproof tarpaulin billboards are one yuan, each tram body advertisement is more than ten cents, and each poster is more than 30% off. One dollar can print 65,438+0,000 coupon samples. Robinson quickly nailed a tarpaulin billboard on the awning of Jacob's drugstore-the first point-of-sale advertisement, with a red letter on a white background: "It's only 5 cents to drink Coca-Cola." Within a year, Coca-Cola's tarpaulin billboard appeared in Georgia 14 cold drink counter. Thousands of posters are flying all over the street, and every tram in Atlanta is promoting him.

Just two days after Coca-Cola was sold, pemberton wrote an anonymous letter to Jacob's drugstore, complaining: "A shareholder (preferably not mentioning his name) disagreed with the sample tasting of Coca-Cola. So please stop offering free drinks. ..... The profit is too small to allow us to be so extravagant. " However, Robinson persuaded pemberton that we must do so if we want to make a lot of money in the future. Robinson printed a lot of free coupons, with which he could taste drinks for free at the local cold drink counter. He also sent free coupons to potential customers by consulting the Atlanta telephone book, and asked those travel salesmen to distribute free coupons everywhere. Robinson concluded that once these new customers tasted it, they would definitely come back to buy more Coca-Cola. He promised the owner of the cold drink counter that he would redeem their free coupons.

Although the prohibition didn't end until1887165438+1October 26th, the sales of Coca-Cola and Coca-Cola in pemberton had been very hot before. 1 887 may1day, an article in the constitution newspaper said: "the daily sales volume of coca-cola wine is 5 Luo (12 dozen per Luo). In recent weeks, the sales volume of Coca-Cola syrup has increased to 600 gallons, which are sold all over the United States. A large number of orders flew from all directions, and the certificates provided surged. " Although Atlanta newspapers undoubtedly exaggerate the domestic market share of local products, these figures are still shocking. Each gallon of syrup can produce 128 cups (one ounce per cup), and 600 gallons is 76,800 cups. As predicted by 1886 newspaper, the inventor pemberton seems to be "walking on the golden road to wealth."

In order to ensure the legal ownership of this popular new beverage, pemberton applied for the trademark patent of Coca-Cola in time.