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Step into the new World of Coca-Cola when it opens next summer, and you'll quickly understand why the beverage giant is considered one of the globe's greatest marketing companies.

The first thing visitors will do — must do — is sit through a promo showcasing the company's products and its reach around the world. Only after the pre-show will they gain entry to the rest of the museum, designed to celebrate the company's founding from a chemical "oops" in an Atlanta drugstore to a global powerhouse.



BY COMPARISON
New World of Coca-Cola
• Sampling of global products
• 53,000 square feet of visitor areas
• 93,000 square feet overall
• Estimated 90-minute tour per visitor
• Projected 1 million visitors annually
• Interactive exhibits

Existing World of Coca-Cola
• Sampling of global products
• 23,000 square feet of visitor areas
• 45,000 square feet overall
• Average 45-minute tour per visitor
• Average 750,000 visitors annually




The new entry design is one of a number of changes Atlanta-based Coca-Cola has up its sleeve for its updated museum, which is now under construction downtown across from the Georgia Aquarium and Centennial Olympic Park.

The company recently released details of the new building, estimated to cost $97 million. The new museum will lose the cube shape of its predecessor, which opened in 1990, and will double the size of the current building.

The new World of Coca-Cola will feature contemporary glass-and-stainless steel architectural design on one side, dominated by a 27-foot "frosted" replica of its famous contoured bottle encased in a 90-foot glass cylinder. The other side will be traditional, so much so that it looks as if it could be part of another building. A glass window will display a smaller version of the lighted, trademarked Coca-Cola swoosh featured in the current building near Underground Atlanta.

Visitors can expect more samples — from water to juices to teas — at the popular serving stations where guests taste the variations of Coke around the world. Displays will be more interactive to better engage the iPod and Xbox generation, while events tied to some of the company's biggest promotional partners like NASCAR and the NCAA might find their way inside.

And displays will be changed to update the public on the company's latest offerings, offering the company the chance to spotlight products like its recently announced coffee drink, Coca-Cola Blak.

It's a plan the company hopes will keep the World of Coca-Cola a top Atlanta attraction and better reflect its place in the 21st century, said Haven Riviere, vice president and general manager of the new World of Coca-Cola.

"While we are really proud of the existing World of Coca-Cola, the fact is the company has changed significantly and is in the midst of even more change," he said. "We celebrated one major brand when the original World of Coke opened. Today we have over 400 brands around the world."

Coke announced plans to move the museum from its current home shortly after the aquarium project was unveiled in 2002. Coca-Cola donated part of the 20 acres it began acquiring around the 1996 Summer Olympics to the aquarium with plans to build next door.

The aquarium has taken off since it opened in November, drawing more than 1.5 million visitors. It has joined the expanded High Museum of Art, Atlantic Station and Imagine It, the children's museum of Atlanta, in what city boosters tout as a destination critical mass.

The current World of Coca-Cola building is being sold to the state for $1.1 million, which Coke said is well below its appraised value. The state hasn't yet determined how it will use the building.

The World of Coca-Cola, which now charges $9 for an adult ticket, draws an average 750,000 visitors a year. Officials expect the new museum, with a still undetermined ticket price, will increase visitation to at least 1 million.

One reason is that the new museum will open with a specific marketing mission, unlike its predecessor, Riviere said.

"When we made the decision to open up the existing World of Coke in the early 1990s it was really because we were getting people coming to our corporate headquarters, knocking on our front door wanting to see artifacts and some of the heritage pieces," he said.

Since then the company has discovered the museum's power as a marketing tool, Riviere said.

The new building will feature exhibits that are less static and a layout that improves the flow of activities, Riviere said. For instance, visitors will be able to go to any of the 19 exhibits after the pre-show film. In the current building, visitors follow Coke's chronology, beginning with exhibits on the third floor and working their way down to the first.

The new building also is designed to increase how much time visitors spend there. When the current museum opened 16 years ago, visitors spent as much as 90 minutes wandering through the displays. Today, they finish in 40 minutes, said Humberto Garcia-Sjogrim, marketing director for the museum.

"The way we absorb information has changed in the last 15 years," he said. "People no longer have the patience, the tolerance — whatever it might be — to read all those exhibits. The building was designed appropriately for its time, but we're in a different time today."

At twice the size of its current building, the new World of Coca-Cola will devote more than three times the space it now allots to visitors — from 20,000 square feet to 60,000. It will include about 4.5 acres of outdoor space, including a large lawn, a reflecting pool, and a plaza shared with the aquarium that will pay tribute to Coke inventor John Pemberton — "probably a bronze statue or something of that nature," Riviere said.

"Part of the plan for the new World of Coca-Cola is to be able to continually refresh it," he said. "Not just within a calendar year, but anytime."
 

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I wonder why NC does not have a better pepsi museum??

The Coke museum is one of the main attractions in ATL. It surprises me NC does not do the same thing with Pepsi. The Pepsi museum in New Bern, NC is tiny. Raleigh should work with New Bern and build a huge Museum in downtown Raleigh. (Of course sharing the money with New Bern). I Wonder if there have ever been talks about it?

Anyway, another good project for ATL!
 

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Cool. I'd like to see that. Is this near the old World of Coca-Cola? They have a Cadbury's World of Chocolate amusement park in Birmingham UK. I think the reason why Pepsi's park isn't as big is just that its brand isn't as strong.
 

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TarheelsCubs said:
I wonder why NC does not have a better pepsi museum??

The Coke museum is one of the main attractions in ATL. It surprises me NC does not do the same thing with Pepsi. The Pepsi museum in New Bern, NC is tiny. Raleigh should work with New Bern and build a huge Museum in downtown Raleigh. (Of course sharing the money with New Bern).
No they shouldn't. For Raleigh to have a museum of something that has no ties whatsoever with the city is just an excuse to give Raleigh another museum. It shouldn't go in Raleigh, or even Charlotte. It should be rebuilt to a higher standard right where it is, in New Bern.

Raleigh already has the North Carolina museum of art. Charlotte already has the Mint Museum of art. If New Bern lost its Pepsi museum, it would be nothing more than a typical small town IMO.
 

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samsonyuen said:
Cool. I'd like to see that. Is this near the old World of Coca-Cola? They have a Cadbury's World of Chocolate amusement park in Birmingham UK. I think the reason why Pepsi's park isn't as big is just that its brand isn't as strong.
I went to Cadbury's World a couple of weeks ago in Bournville. I also went to Stratford-Upon-Avon and Warwick Castle. The best part of Cadbury was getting free chocolate. No offense but the Coca-Cola Museum is way bigger than Cadbury and more interesting.
 

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^ maybe because Pepsi is not currently headquarted in New Bern even though it was invented there. I think its headquartered in Denver now. Also Pepsi does not have a need to build a museum. Coca-Cola World does not make as much profit as you think.
 

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Actually it was not an oops in an ATLANTA drug store. It was in Columbus. Also did you know that PEmberton was born in Knoxville, Georgia 8 miles from Macon in Crawford County.
 

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macon4ever said:
^ maybe because Pepsi is not currently headquarted in New Bern even though it was invented there. I think its headquartered in Denver now. Also Pepsi does not have a need to build a museum. Coca-Cola World does not make as much profit as you think.
Pepsi is headquartered in Purchase, NY; That coca-cola museum looks pretty awsome. I've been to the current one and it is really cool. They have every example of Coca-Cola nostalgia you could imagine and samples of every flavor you could imagine in soda fountains you could never imagine. What is that new building going to house anyways?
 

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Coca-Cola wasn't really started in Columbus. A different product called "French Wine Cola" was. When prohibition came into being in Fulton County, Pemberton could no longer sell French Wine Cola, so he came up with Coca-Cola instead. The product named Coca-Cola, which was a different drink than French Wine Cola but had some similarities, was first served at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. (Jacob's no longer exists but it was located somewhere behind where the Checker's is located at 10th and Spring).

Since Pemberton moved from Columbus to Atlanta around this time, it's possible that he did mix up the first batch of what was to be called Coca-Cola in Columbus but it was first sold in Atlanta because of the prohibition on his French Wine Cola product. But that product wasn't all that much like what we call Coca-Cola today. It wasn't until he sold the right to Asa Candler that carbonated water was added and of course it still contained narcotics at the time.

As to why Pepsi doesn't have a big museum, it is because it doesn't have the same kind of brand image that Coca-Cola does. Pepsi tends to have sales figures similar to Coke's but that's mostly because Pepsi is usually cheaper in the supermarket. Marketing research has shown that when all other factors are equal, people will pick Coke because of the image associated with it. When you put a Coke machine and a Pepsi machine next to each other with both priced the same, the Coke machine pulls in much more money. This is why it was such a good idea for Pepsi to by Taco Bell, KFC, and Pizza Hut. They created a captive market with those stores in which people who if they were given a choice would probably pick Coke, but without a choice, they would settle for Pepsi.

One only has to look back at the huge difference in sales of the Coca-Cola clothing line back in the 80s to that of the Pepsi Cola clothing line to see that the Coca-Cola brand is something people want to be associated with. That's not to say that Pepsi has a bad brand, it's just nowhere as strong as Coke's.

Coca-Cola is the most valuable brand in the world, estimated to be worth 70.45 Billion as of 2003. Pepsi isn't even in the top ten.

Top ten most valuable brands (worldwide - 2003)
1
Coca-Cola
70.45 (billion)

2
Microsoft
65.17 (billion)

3
IBM
51.77 (billion)

4
GE
42.34 (billion)

5
Intel
31.11 (billion)

6
Nokia
29.44 (billion)

7
Disney
28.04 (billion)

8
McDonald’s
24.70 (billion)

9
Marlboro
22.18 (billion)

10
Mercedes
21.37 (billion)
 

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A view of the museum from Centennial Olympic Park Drive:

 

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A museum fits Coke's marketing strategy in a way that would seem a little silly with Pepsi. Coke really tries to position itself as a piece of good ol' American history, especially with its Christmas ads and merchandise offerings. A museum reinforces that image.
 

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Justadude said:
A museum fits Coke's marketing strategy in a way that would seem a little silly with Pepsi. Coke really tries to position itself as a piece of good ol' American history, especially with its Christmas ads and merchandise offerings. A museum reinforces that image.
Well, thats just your opinion. My opinion is pepsi should have a museum right here in NC. Hell, the headquarters should be here as well. Whoever said the museum should not be in Raleigh is probably right though. It should be in New Bern. Now I know there is a museum in New Bern but it does not do pepsi justice! Pepsi is better than coke period! This means they need a better museum! lol

Ok, I know I got carried away but Pepsi does make Mt Dew :)
 

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AubieTurtle said:
As to why Pepsi doesn't have a big museum, it is because it doesn't have the same kind of brand image that Coca-Cola does. Pepsi tends to have sales figures similar to Coke's but that's mostly because Pepsi is usually cheaper in the supermarket. Marketing research has shown that when all other factors are equal, people will pick Coke because of the image associated with it. When you put a Coke machine and a Pepsi machine next to each other with both priced the same, the Coke machine pulls in much more money. This is why it was such a good idea for Pepsi to by Taco Bell, KFC, and Pizza Hut. They created a captive market with those stores in which people who if they were given a choice would probably pick Coke, but without a choice, they would settle for Pepsi.
You are right about Coke marketing themselves better than Pepsi. Coke's logo is more "flashy" and impressive than Pepsi's.
However, when it comes to blind taste tests, Pepsi is the winner.
Pepsi cares more about quality of taste, Coke cares more about quantity of money....

I have always liked the more mellow, sweet taste of Pepsi better than the rough, harsher taste of Coke.

www.geocities.com/colacentury/

BTW, those Coca-Cola renderings look nice.
 

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ROcguy and AubieTurtle I feel like an idiot for making up bogus info. :doh: :gaah: sorry
 

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triadcat said:
You are right about Coke marketing themselves better than Pepsi. Coke's logo is more "flashy" and impressive than Pepsi's.
However, when it comes to blind taste tests, Pepsi is the winner.
Pepsi cares more about quality of taste, Coke cares more about quantity of money....
You are correct on the taste tests. That's why it interesting that Coke sells better than Pepsi when the prices are the same. People don't just buy a can of fizzy sugar water when they buy Coca-Cola, they buy a whole set of associated images and emotions.

But don't fool yourself into thinking that Pepsi doesn't care about money as much as Coke. Pepsi just happens to be a sweeter tasting drink and Americans have a strong sweet tooth so that's why they win in blind taste tests. It should also be noted that Coke uses more expensive ingredients such as natural vanillia instead of the synthtic chemical vanillin that Pepsi uses. It's all about money for both companies, they just take different routes to get it.
 

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DallasTexan said:
Coke owns Pepsi, sorry North Cackalackians.
Sorry, Wess Virgineeean (Aren't you from there originally ?), they don't. They just sell more.

People are dumb and go on flashy logos rather than taste. :bash:
 
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