Atlanta, Georgia
“I’d like to buy the world a Coke
And keep it company
It’s the real thing”
The ‘Hilltop’ ad from 1971 is arguably one of the most well-known advertisements from the world’s leading soft drink company. Many years later, the series finale of Mad Men alluded to Don Draper creating the ad campaign. Coca-Cola began as a simple drink concoction at a pharmacy in Atlanta, Georgia, and is now a household name worldwide. The brand’s marketing is highlighted at the World of Coca-Cola in downtown Atlanta.
I’ve visited the World of Coca-Cola three times, the first at its original location and the last two at its current home beside Centennial Olympic Park. On this summer Saturday afternoon, the World of Coca-Cola was crowded, but the line moved quickly, and we entered the main building in 30 to 45 minutes. The visit starts with a short video about Coca-Cola that shows how key life moments are celebrated with the brand. After the video, the door opens, and you enter the main museum area.
The newest feature for me was the safe holding the secret formula. Coca-Cola doesn’t have a patent; only a few know the recipe at any time. Its distinct, crisp taste sets it apart from other colas. The recipe is stored on site, and a warning sounds if anyone approaches the safe.
Many World of Coca-Cola exhibits relate to mass advertising. Coca-Cola branding appears on a wide range of merchandise, with numerous historical items on display. You can also interact with ads showcasing the company’s heritage.
For many people, the highlight of a visit to the World of Coca-Cola is the tasting room. Visitors can sample beverages from around the world produced by the Coca-Cola Company. One in particular, an Italian beverage called Beverly, is very bitter and considered a rite of passage. Throughout all my visits, I have noticed that my preferred beverage is Coca-Cola, or now Coke Zero. While Coca-Cola is renowned for its marketing, its continued success relies on having a quality product.
The World of Coca-Cola features a gift shop. For tourist spots, the prices are reasonable. Coca-Cola knows branded merchandise keeps its product top-of-mind for consumers.
The World of Coca-Cola is definitely a must-see attraction in Atlanta. Of the cola-themed museums I’ve visited, such as Pepsi’s exhibit in New Bern, North Carolina, and Dr Pepper’s in Waco, Texas, the World of Coca-Cola stands out for its sheer size and scope. While the other museums are enjoyable experiences, they do not offer the extensive exhibits or the large-scale presentation found in Atlanta. If you go, just remember: it costs a little, but you can sample various Coca-Cola drinks in the tasting room, adding value to your visit. Some exhibits are particularly interesting, though I find the World of Coca-Cola may not have the same repeat-visit appeal as the Georgia Aquarium next door. It is remarkable that a drink invented in an Atlanta drugstore grew into a global corporation. Visiting the World of Coca-Cola helps you appreciate how an effective product, paired with excellent marketing, transformed a simple beverage into an international icon.
