Welcome to I Am Your Target Demographic and today we're discussing Coca-Cola.
欢迎来到《我是你的目标人群》，今天我们要聊聊可口可乐。
Some history, some facts, and a general sense of the company.
讲讲它的历史、事实以及这个公司的整体情况。
Our story begins in 1885 when a former confederate colonel named John Pemberton created a drink that served as a replacement for morphine.
故事发生于1885年，一位名叫约翰·彭伯顿的前美利坚联邦上校发明了一种可以替代吗啡的饮料。
He was wounded in the war and didn't want to rely on morphine, so this drink helped to ease him off of it.
他在战争中负了伤，但不想依赖吗啡，而这个饮料可以帮助他缓解疼痛。
He pitched this drink also to help with things like nerve disorders and headaches, almost a cure-all elixir.
他向人们推销，这种饮料也有助于治疗神经紊乱和头痛，几乎是万灵丹。
It originally included alcohol, but with the dawn of prohibition, Pemberton created a non-alcoholic formula.
它一开始含有酒精，但禁酒令实行后，彭伯顿制作出了一种不含酒精的配方。
It was called Coca-Cola because it contained extract from the coca plant, which also creates the narcotic cocaine.
它叫可口可乐，因为它含有古柯树的提取物，而这种植物也会产生麻醉性可卡因。
The amount of cocaine in the early days is incredibly minimal though, and it was also present in most other medicines of the time as well.
然而，当时可卡因的含量极低，而且大多数其他药物中也含有可卡因。
The last traces of cocaine were removed by 1929.
1929年以后，可乐中也没有可卡因了。
Some of the videos I'm using here are courtesy of a Comedy Central segment of "Drunk History" retelling this account.
我在这里使用的一些视频由美国喜剧中心频道提供，选自《醉酒历史》，该片段复述了这个故事。
Anyways, back to its origin.
现在我们回到可口可乐的起源。
After Pemberton created Coca-Cola, it becomes a little confusing.
彭伯顿发明了可口可乐以后，事情变得有些令人困惑。
Different businesses were creating the drink, with various agreements with Pemberton.
很多企业都在生产可口可乐，但他们与彭伯顿达成的协议各不相同。
He owned the name Coca-Cola but allowed different manufacturers to use his formula.
他有“可口可乐”这个名字的所有权，但是也允许其他厂商用他的配方。
There wasn't much proof of any of this, mostly being verbal agreements.
由于大多都是口头协议，所以可供考据的物证并不多。
Eventually, the formula and the name were purchased by a businessman by the name of Asa Candler, who really launched Coca-Cola into fame and later became mayor of Atlanta, Georgia.
最终，一位名叫阿萨·坎德勒的商人买下了可口可乐的配方和名称，他使得可口可乐声名鹊起，后来成为了佐治亚州亚特兰大市的市长。
There are several buildings and monuments in Atlanta named after him.
在亚特兰大，有很多建筑和纪念碑以他命名。
How Candler got the rights to Coca-Cola is a little mysterious, as he was contested by Pemberton's son and another co-owner that claims her signature was forged.
至于坎德勒到底是如何获得可口可乐的所有权的，这有点神秘，因为彭伯顿的儿子和另一位共有人对坎德勒提出了质疑，她声称自己的签名是强迫的。
It's hard to know what really happened, but one tale, perhaps an urban legend, says that Candler bought the rights from John Pemberton's wife at his funeral so that the younger Pemberton wouldn't have a chance to deny him.
我们很难知道当时到底发生了什么，但有一个故事，也许是一个都市传说，说坎德勒在约翰·彭伯顿的葬礼上从他的妻子那里买下了可口可乐的所有权，这样小彭伯顿根本就没有机会拒绝他。
Let's get past all this drama.
让我们跳过这部分。
Coca-Cola began being bottled through the south, with Candler contracting out the bottling to a company in Tennessee.
可口可乐开始在南方进行瓶装，坎德勒将瓶装业务外包给田纳西州的一家公司。
The home of Coca-Cola remained Atlanta though, where Pemberton originally conceived and starting selling the syrup.
可口可乐的发源地仍然在亚特兰大，彭伯顿最初在那里构思并开始销售这种糖浆。
Coca-Cola took off with an aggressive marketing campaign from Candler throughout the early 1900s.
通过坎德勒强势的市场营销，可口可乐在20世纪初快速走红。
In 1935, Coca-Cola was able to create kosher beverages, which allowed more people to enjoy.
1935年，可口可乐生产出了适合犹太教徒饮用的版本，这样就可以让更多人享用可乐了。
It was 1955 when the first aluminum cans of Coke were created, as opposed to the traditional glass bottles.
1955年，第一批铝制可乐罐问世，区别于传统的玻璃罐。
At this time, Coke was nationally known, though it was in a heated race with its major competitor Pepsi.
那时，可口可乐已全国闻名，虽然当时它正与其主要的竞争者百事可乐进行着激烈的角逐。
Pepsi launched a nationwide campaign called the Pepsi Challenge, which was a blind taste test to prove that people preferred Pepsi over Coke.
百事发起了一项名为“百事大挑战”的全国性运动，这是一项味觉盲测，旨在证明人们更喜欢百事而不是可口可乐。
This campaign helped get Pepsi notable interest but Coca-Cola never lost its foothold.
这项运动帮助可口可乐赢得了巨大的关注，但是可口可乐没有败下阵来。
Across the world to this day, Coke still outsells Pepsi, though there are definite locations where Pepsi is more dominant, however rare those regions may be.
时至今日，在全球范围内，可口可乐的销量仍超过百事可乐，尽管百事可乐在某些特定地区占据主导地位，但毕竟是少数。
With the success of Coke came offshoots like Diet Coke, Cherry Coke, Coke with Lime, and more.
伴随着可口可乐的成功，它还推出了一些衍生品，如健怡可乐、樱桃可乐、青柠可乐等。
In the mid-80s, they tried to launch a "New Coke" to better compete with Pepsi but this was seen as a huge mistake and it wasn't long before they reverted to their original formula.
在80年代中期，他们试图推出一款“新可口可乐”，以更好地与百事可乐竞争，但事实证明这是一个巨大的错误，不久他们就恢复了原来的配方。
Let's talk about Coke's marketing and how they became so prominent.
我们现在来讲讲可口可乐的市场营销策略，以及它是如何变得知名度如此之高的。
One of their most successful ad campaigns is a yearly campaign focused on the Christmas holiday.
他们最成功的广告活动之一是一年一度的圣诞活动。
There's a popular theory that Coke invented the old bearded version of Santa Claus, though this theory is mostly fake.
一种盛行的说法是，可口可乐发明了有胡子的圣诞老人，尽管这个说法大部分是错误的。
Did they invent that image? No.
他们创造了这样的形象吗？不。
Did they maybe make that image popular? Possibly.
是他们让此形象盛行于世吗？ 也许是。
Even to this day, Coke's holiday advertisements are heartfelt and notable, now with the trademark polar bears always enjoying a nice cold bottle.
即使到了今天，可口可乐的假日广告仍然非常吸睛，现在其商标北极熊永远是以极其享受地喝着一瓶可乐的形象出现。
In the mid-80s, Coca-Cola even went as far as to purchase Columbia Pictures in order to create movies, which were often loaded with product placement.
80年代中期，可口可乐甚至收购了哥伦比亚电影公司来制作电影，这些电影通常都带有植入式广告。
There were a few hits, like Ghostbusters, but many more flops, so Coke eventually sold the studio to Sony.
也有一些大热的电影，比如《捉鬼敢死队》，但扑街的情况更多，所以可口可乐最终将哥伦比亚电影公司卖给了索尼。
More recently, they've had successful marketing efforts including the "open happiness" era which paired a catchy jingle with a positive message,
最近，他们的营销获得了巨大的成功，包括“畅爽开怀”时代，它将一首朗朗上口的歌曲与积极向上的信息相结合，
and followed up with the "Share a Coke" campaign, where bottles were now labeled with names, encouraging you to find bottles with your friends' names and to, as the name implies, share a Coke with them.
接着是“分享可乐”活动，可乐瓶子上贴上了名字，目的是想让消费者找到有朋友名字的瓶子，并与他们分享可乐。
So where do you stand?
那么，你支持哪一方呢？
Are you a Coke person? Or a Pepsi person?
是可口可乐还是百事可乐？
Does their marketing work for you?
他们的营销手段是否吸引了你？
Let me know all your thoughts in the comments below and hopefully you learned something interesting.
可以在下方评论区中说出你的想法，希望你今天学到了有趣的知识。
MaxLuo
I think the share a coke campaign looks nice to me