Effervescence: Selected examples of creative marketing by the Coca-Cola Company and Anheuser-Busch when brand management was introduced

by Robert Brandon

In his memoir, Effervescence, Mr. Brandon relates fascinating facts and details about many of the remarkable and highly successful marketing programs and events that occurred during his thirty-five year collective tenure at Coca-Cola and Anheuser-Busch during its most formative years. He reveals their origin, development and implementation, all of which he personally engaged in while employed in executive marketing positions at Coca-Cola and Anheuser-Busch. Chapter after chapter reveals the marketing mechanisms behind these very exciting, some first-of-its-kind, and even groundbreaking programs, that set sales records, many of which have yet to be surpassed in either company today.

213 pages, Kindle Edition

Published April 17, 2020

Reviews

[Cali Lynch · Rating 5 out of 5]

The book was quite informative in regards to the changes made between two well-known beverage companies, it was like reading a condensed version of the history of Coca-Cola and Anheuser-Busch.

[Kaya Potter · Rating 4 out of 5]

Quite the nostalgia inducer, I haven't seen some of the designs and marketing strategies implemented by Coca-Cola in a long time, the book was a pleasant reading experience.

[Santos Buckley · Rating 5 out of 5]

The author's excellent combination of professional explanations and fun quips to reflect the time he spent working for two of the greatest beverage companies makes the book an entertaining walk down memory lane.

[Kianna Fitzgerald · Rating 5 out of 5]

Being a student who majors in marketing, I have found this book to be quite enlightening and helpful throughout my college course thanks to its depictions of different marketing strategies being implemented by two famous brands.

[Kash Hall · Rating 4 out of 5]

Reading through the book gives off the same impression as going on a factory tour of the company as the details of both companies are made with such clarity.

[Jeffery Andrews · Rating 4 out of 5]

Taking a peek into the different elements responsible for the success of two of the most successful companies was an interesting way to spend my afternoon, as the book wasn't long featuring just a little over two hundred pages.

[Samantha Brennan · Rating 5 out of 5]

I was taken back to a simpler time as I read through the pages as images of past marketing ideas, decorations, and even product descriptions are printed on pages here and there.

[Giuliana Maldonado · Rating 5 out of 5]

It was an interesting experience reading through the different cultures and marketing strategies employed by Coca-Cola from the 1960s. A perfect gift for those who enjoy a bit of history with their favorite drink.