More than 120 years after pharmacist John Pemberton invented Coca-Cola, people from all over the world are still as much in love with this most famous of soft drinks as our great-grandparents were. Hold up a Coke and you proclaim all that’s best about the American way of life: Coca-Cola is a happy girl on a summer day, a vintage neon sign outside your hometown bar, first dates and shy kisses, the worldwide symbol of friendship…
Coca-Cola is also one of the most succesful companies and world’s most popular brand. Nothing can be so much a part of popular culture and everyday life, without sparking curious minds. Since the early days of the brand, people are especially fascinated by the Coca-Cola Company’s top-secret recipe for Coca-Cola. The true source of Coke’s unique flavor lies not in the coca/cola combination but in a special mix of oils and flavorings, including the mysterious ingredient known as “Merchandise 7X”, which no outsider has yet succeeded in identifying.
Asa Candler’s son, Charles Howard Candler, summed up the Coca-Cola mystique in these words: “One of the proudest moments of my life came when my father initiated me into the mysteries of the secret flavoring formula, inducting me into the “Holy of Holies”. No written formulae were shown. Containers of ingredients, from which the labels had been removed, were identified only by sight, smell, and remembering where each was put on the shelf. To be safe, my father stood by me several times while I compounded these distinctive flavors with particular reference to the order in which they should be measured out and mixed and I thereupon experienced the thrill of making up with his guidance a batch of Merchandise 7X.”
Coca-Cola’s formula is without a doubt one of the most closely-held trade secrets in modern business. Coca-Cola Argentina just released the animated commercial “Hidden Formula”, a funny take on Coke’s extremely valuable secret. Written, art directed & produced by Santo Buenos Aires for Coca-Cola Argentina, the TV & cinema spot reveals all about the secret secrets of Coca-Cola hidden formula. Enjoy!
Credits: Agency: Santo, Buenos Aires / General Creative Directors: Sebastián Wilhelm – Pablo Minces – Maximiliano Anselmo / Art Director: Maximiliano Anselmo / Director: David Daniels, Ray Di Carlo / Music: Swing Music / Copywriter: Pablo Minces / Agency Producer: Ezequiel Ortiz Production Company: Bent Image Lab, Portland / The Coca-Cola Company Project Lead: Marina Palma