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Stseenide taga olev kingitus: JustLuxe toimetaja iluvalikud 2014. aasta kevadel

Stseenide taga olev kingitus: JustLuxe toimetaja iluvalikud 2014. aasta kevadel

JustLuxe kontorites oleme suured ilufännid - alates lauvärvide põhitõdedest kuni glam -punase huuleni - meie isiklikud maitsed katavad kogu meigi-, juuste- ja nahahoolduse. Kontoris toimuvad sageli vaidlused parimate ostukohtade, uusimate lõhnaainete ja kuumimate uute toonide pakkumise üle. Nii otsustasime sel kevadel selle asemel, et vahetada oma varahommikustel koosolekutel oma ilunippe ja lemmiknippe Starbucksi tassi kohal, otsustasime jagada oma lugejatega oma praeguseid iluvalikuid. Lisaks oleme kinkides ära meie nelja parima valiku et saaksite kodus JustLuxe ilurutiini järgida! Võõrustab Üllatavalt, üks uusimaid Interneti -ilu jagamise saite, saavad lugejad osaleda, et võita kõik meie neli ilulemmikut! Edasi leidke oma iluharjumusi, näpunäiteid ja oma JustLuxe'i toimetuse tõestatud lemmikuid! Ja ärge unustage meile alljärgnevast kevadhooajast oma iluarmastustest teada anda, seejärel minge edasi Poshly juurde, et võita!

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Bobbi Browni pikaajaline geel-silmapliiats, 24 dollarit, Bobbi Brown. Stila Stay All Day Prime & Anti Shine palsam, 30 dollarit, Sephora. Origins A Perfect World ™ SPF 25 vananemisvastane niisutaja valge teega, 41 dollarit, Origins. Amazonase savi 12-tunnine täieliku kattevundament Broad Spectrum SPF 15 päikesekaitsekreem, 38 dollarit, Tarte Cosmetics. Dior Dior Addict Gloss, 30 dollarit, Sephora.

Kosmeetika osas olen ma enamasti üsna valiv, jahtides alati suurepäraste koostisosadega vingeid tooteid. Üks minu hommikusi põhitarbeid on Stila’s Stay All Day Prime & Anti Shine palsam. See jätkub pärast minu niisutajat (ORIGINS Perfect World SPF 25 Age-Defense niisutaja valge teega) ja enne minu asutamist. Toode on geeliga, selge ja matt, ilma ühegi tilga rasvast. See toimib, täites mu naha kortsud ja puudused, nii et kui jumestuskreemi peale kanda, on valmis välimus väga ühtlane ja veatu, kui saate, nähes välja nagu te pole seljas meik. Loomulikult on pool sellest võrrandist vundament ise, millest ma ei saa ka piisavalt kiita. Tarte Amazonase savi 12-tunnine täieliku katvuse sihtasutus kestab kogu päeva, kuigi 12 tundi on natuke veniv. Sellegipoolest on minu jaoks tööpäevadel püsimine piisavalt hea. Bobbi Browni pikaajaline geel-silmapliiats musta tindiga on ka imeline; Olen seda kaupa kasutanud juba üle kümne aasta. Kõige tipuks olen ma nõme Dior Addict Gloss ilusa huule eest ja ripsmetuššide osakonnas on žürii tegelikult endiselt väljas. Tundub, et ma lihtsalt ei leia sellist, mis mulle väga meeldiks, nii et kaldun iga kord ostes uue valima ja suvel kostitan end ripsmepikendustega, mis on minusugusele, kes kannatab, on õnnistatud. blondide ripsmetega!

- Courtney juht
Tegevtoimetaja

Lush Vanishing Cream, 43 dollarit, lopsakas. Kasu kosmeetika Sugarbomb, 28 dollarit, Sephora. Kasu kosmeetika Nad on tõeline ripsmetušš, 23 dollarit, Ulta. Benefit Cosmetics kaugtuled, 26 dollarit, Benefit Cosmetics. Lime Crime läbipaistmatu huulepulga retrofuturist, 18 dollarit, lubikuritegu.

Ma panen alati kõigepealt tõeliselt kerge näovesi, näiteks Lush vanishing kreem- Ma kipun kord kuus natuke lõua ümber puhkema ja nõiapähkel aitab tõesti mu poore rahustada ja pingutada. Ma tavaliselt ei vaeva end liiga palju peitekreemiga, nii et pärast mõnda läbipaistvat puudrit ja võib-olla mõnda silmaalust kreemi panen ma Sugarbomb põsepuna ja Kaugtulede esiletõstja Benefit mu põskedel. Kassivärvi jaoks kasutan vedelat musta silmapliiatsit ja viimistlen ripsmeid Kasu on nad tõeline ripsmetušš. Olenemata sellest, kuhu ma lähen, meeldib mulle kõik tõeliselt fantastilise huulepulgaga kokku tõmmata ja kui ma avastasin Lubikuritegu, Ma ei vaadanud kunagi tagasi - see huulepulk on minu hiljutine kinnisidee. Kogu nende huultejoon on suurepärane, kuid nende Retrofuturist Opaque huulepulk on minu praegune lemmik. See on hämmastavalt erkpunane, mis läheb kreemjaks, kuivab matiks, püsib terve päeva (naljata) ja ei veritse. Lisaks on nende maskott ükssarvik. Tehing tehtud.

- Mila Pantovitš
Elustiili toimetaja

Lancôme Dual Finish mitmekülgne puudermeik, 39 dollarit, Nordstrom. Maybelline Great Lash pestav ripsmetušš mustamas mustas, 7 dollarit, Maybelline. L'Oreal Paris True Match super-segatav pulber, 11 dollarit, Drugstore.com. Maybelline Expert Wear Eyeshadow Quad, 7 dollarit, Ulta.

Kasvades mäletan alati, kuidas vaatasin, kuidas mu ema Lancôme'i iluletist meiki ostab. Kui olin piisavalt vana, ostis ta mulle selle brändi esimese kompakti ja ma ei oleks saanud rohkem põnevil olla. Aastate jooksul olen armunud erinevatesse toodetesse, kuid olen seda alati jätkanud Lancôme'i kahekordse viimistlusega mitmekülgne pulber. Kaasas kaks erinevat käsna, üks täielikuks katmiseks, teine ​​veatu mattviimistluseks. Paksemat käsna saab isegi niisutada, et luua vundamendi viimistlus. Olen paksema käsnaga mati viimistluse osaline oma rasuse ja ebaühtlase nahatooni tõttu. Pärast selle puudri pealekandmist on mu nahk alati ühtlasem ja väga loomuliku väljanägemisega. Ülejäänud minu rutiin on üsna lihtne, pärast kompaktsust lisan näole veidi pronksivärvi, sõrme lauvärvile (tavaliselt roosakas toon) ja silmapliiatsile pliiatsi. Mulle siiski ei meeldi kodus ripsmetušši panna, nii et ma viskan selle tavaliselt autos olles, sest see tekitab tunde, et raiskan hommikuti vähem aega. Minu käik on olnud aastaid Maybelline Great Lash pestav ripsmetušš, väga must Kuna see väike kuum roosa ja roheline toru ei valmista kunagi pettumust, on see kogu päeva jooksul alati töökindel ega jäta kunagi tükke.

- Nicolle Monico
Reisitoimetaja

Dior Dior Addict Extreme, 32 dollarit, Dior. Shiseido Benefiance WrinkleResist24 päevakreem, 53 dollarit, Shiseido. Marc Jacobs Honey parfüümvesi 3,4 untsi, 90 dollarit, Marc Jacobs. SK-II näohooldusmask, 90 dollarit, SK-II. Guerlain Mazi Lash, 30 dollarit, Sephora.

Öelda, et olen nahahooldusest sõltuvuses, on alahinnatud - minu jaoks peab ilu algama teie nahast. Võib -olla ma lihtsalt kardan kortse, kuid mul on üsna distsiplineeritud ilurutiin, mis algab meigi eemaldamisega Lancôme'i bi-Facil eemaldaja, pesemine Orgaanilise apteegi porgandivõi puhastaja siis umbes viis erinevat kihti hooldust, seerumit ja losjooni. Lehed ütle jätke see näole 5–10 minutiks, kuid ma jätan need tundiks või kauemaks õhtuti, et hooldus tõesti imenduks - lisaks sunnib see teid maha istuma ja lõõgastuma. Päeva jooksul lõpetan alati oma hooldused Shiseido Benefiance Wrinkle Resist24 päevakreem SPF 18 -ga. Ma ei kasuta ühtegi jumestuskreemi ega puudrit (ma isegi ei oma seda), seega jätan tavaliselt meigi vahele. Ma ei kasuta ühtegi kosmeetikat, mille koostisosana on karmiin, nii et ma armastan Too Faced’s Sweethearts Perfect Flush Blush in Candy Glow mis sõna otseses mõttes annab mulle täiuslik loputada - tõsiselt on see parem kui Narsi orgasm. Kasutades Obsessiiv -kompulsiivse kosmeetika pigmendid kiireks lauvärvi pühkimiseks tõstan ripsmed maha Guerlaini Maxi ripsmed (mis lõhnab hämmastav), seejärel poputage natuke Dior Addict Extreme huulepulk roosas ikoonisja spritz of Marc Jacobs Honey ja mul on hea minna.

- Marissa Stempien
Moetoimetaja


Coca-Cola: moe parimat serveerimist alates 1886. aastast

Tere tulemast tagasi härra Blasbergi raamatunurka, kus meie toimetaja Derek Blasberg valib oma nädala lugemise ja kohtub autoriga. Sel nädalal vaatame midagi, mis on sisuliselt ameerikalik: Coca-Cola.
Soodabränd, mis tähistab sel aastal oma 125. aastapäeva, tuleb välja tomega,
Coca-Cola, mis on pühendatud Ameerika armastatud gaseeritud joogi mõjule kultuurimaastikule. Kuigi enamik meist, kes moes töötavad, tarbitakse tavaliselt koos asjadega, mida kanname, on Coca-Cola (ja ka dieetkoks) olnud meie igapäevaste rutiinide sama oluline osa kui kotid ja kevadised trendid. Salvador Dali ja Andy Warhol on vaid mõned kunstimaailma legendid, kes lisasid oma töösse koksipudeli aksessuaari. Siin vestleb Blasberg The Coca-Cola Company vanem asepresidendi Wendy Clarkiga.

Derek Blasberg: Pean tunnistama, et ma pole kunagi aru saanud, kui levinud on Coca-Cola pildid maailmas. Kas teadsite seda enne, kui teil paluti see raamat arvustada? Millised on teie isiklikud koksimälestused?

Wendy Clark: Algusest peale olete Coca-Cola töötajana väga teadlik ettevõtte hämmastavalt rikkalikust pärandist. Meie hoonete igal sammul on meeldetuletusi, teeme oma arhiivides ringkäike ja meie juhid viitavad rutiinselt meie minevikule kui tuleviku vundamendile. Meie peakorterist nurga taga on tõepoolest Coca-Cola atraktsioonimaailm, kus on üle 1200 eseme kogu maailmast. Mul on lapsepõlvest palju isiklikke Coca-Cola mälestusi: ajad sõprade, perega, ülikoolis, rannas.

DB: Nagu moebrändid, on ka Coke nimega kaubamärk, millel on logo, mida kõik soovivad. Kas te ütleksite, et Coca-Cola on nagu karastusjookide Ralph Lauren? Mida see veel sümboliseerib?

TUALETT: Põhimõtteliselt on Coca-Cola kaasav, kõikjal leviv ja järeleandmatult optimistlik. See on õnnehetk, paus, mis värskendab. Suur osa Coca-Cola edust võib tuleneda selle rangest järjepidevusest: selle kaubamärk (Spenceri stsenaarium, punane värv, valge dünaamiline lint) ja see, mida see tähistab (optimismi majakas maailmas), pole 125 aasta jooksul muutunud.

DB: Andy Warhol, Naomi Campbell, Salvador Dali ja isegi Ray Davies bändist The Kinks on sellest konkreetsest joogist rääkinud, poseerinud, maalinud või laulnud. Miks sa arvad, et see põhjustas nii tugeva ja kiire reaktsiooni?

TUALETT: Coca-Cola üks kestvamaid ja võimsamaid omadusi on selle ligipääsetavus ja seega ka seostatavus. See oli Andy Warhol, kes tegelikult ütles: "Selle riigi suurepärane asi on see, et Ameerikas sai alguse traditsioon, mille kohaselt rikkaimad tarbijad ostavad sisuliselt samu asju kui kõige vaesemad. Saate vaadata televiisorit ja vaadata Coca-Colat ning teate, et president joob Coca Colat, Liz Taylor joob Coca Colat ja mõelge vaid, et võite juua ka Coca-Colat. Kõik koksid on ühesugused ja kõik koksid on head. Liz Taylor teab seda, president teab seda, pätt teab seda ja teie teate seda. "

DB: Andil on mõte! Pikaealisus on igas tööstuses karm, kuid koks näeb 125 -aastaselt hea välja. Vaadates tagasi, millised on olnud joogi ajaloo kõige ikoonilisemad hetked?

TUALETT: Ma viitaksin hetkedele, kus Coca-Colal oli kultuuriline seisukoht. Ettevõtte jaoks oli vaieldamatult üks suurimaid pöördepunkte see, kui Robert Woodruff (The Coca-Cola Company president 1923–1954) võttis endale kohustuse, et II maailmasõja igal geograafilisel tähisel oleks juurdepääs nikli eest Coca-Colale. Sõja lõpuks olime serveerinud geograafiliste tähistega rohkem kui viis miljardit pudelit Coca-Colat ja tutvustanud maailma väljaspool USA-d Coca-Cola suurepärasele maitsele. See moodustaks meie globaalse laienemise aluse. Alates 1928. aastast, mil need peeti Amsterdamis, on Coca-Cola olnud olümpiamängude pikim pidev sponsor. Samamoodi sai 1920. aastatel Coca-Colast üks esimesi Times Square'i reklaamijaid. Meie kohalolek kestab tänapäeval, kuna digitehnoloogia edastab reaalajas sisu meie ekraanile, mis on endiselt Times Square'is ja töötab nüüd täielikult tuuleenergiaga.

DB: Bränd teab kindlasti turundusest üht -teist.

TUALETT: Coca-Cola Hilltopi telereklaami 1970ndate alguses ja Mean Joe Greene'i telereklaami 1970ndate lõpus nimetatakse pidevalt kõigi aegade edukaimate, ikooniliste ja kestevamate reklaamide hulka. Hilltopil oli suur grupp noori kogu maailmast, kes tulid kokku Itaalia mäe otsas, et laulda lihtsat laulu nimega "Ma tahaksin osta maailma koksi". See tabas kogu maailmas tarbijaid ainulaadselt ja ajendas tarbijaid enneolematult reageerima.

DB: Kas Coke ei proovinud oma salajast retsepti muuta? Mäletan, et isa rääkis mulle sellest midagi.

TUALETT: Jah! Meeldejäävate hetkede kirjeldamine brändi ajaloos ei oleks täielik, kui ei mainita New Coke'i turuletoomist 1985. aastal. Huvitav on New Coke’i puhul tänase objektiivi kaudu see, et see oli ettevõtte jaoks varajane kogemus arusaamast, et tarbija „omab” kaubamärk, mitte ettevõte. Tarbijate pahameel, mille tulemusel ettevõte tõi Coca-Cola "Classic" tagasi, oli väärtuslik varajane õppetund, mis on meie jaoks tänapäeva digitaalselt toetatud ja sotsiaalselt võrgustunud tarbijamaastikul eriti sobiv.

DB: Koksi põrkas kindlasti tagasi! Tegelikult on Coke suutnud muutuda ja kohaneda kaasaegse kultuuriga, jäädes samas samaks: kas sellel on saladus?

TUALETT: Kui Coca-Cola on parimal tasemel, saame kasutada näivaid paradokse enda kasuks. Näiteks oleme nii ülemaailmsed (Coca-Cola on nüüd saadaval enam kui 200 riigis) kui ka kohalikud (meil on nendes riikides kohalikud toimingud). Samamoodi on Coca-Cola olnud 125 aasta jooksul järjepidev ja sama kaubamärgimärk, sama salajane valem, sama kaubamärgi positsioneerimine ja mash, kuid selle kohalolek kogu maailmas püüab alati olla asjakohane ja peegeldada kultuuri ja aegu ning on lakkamatult optimistlik. vaatenurgast.

DB: Kuigi Coke'i kaubamärk on suur, näete meie kontori ümbruses suurema tõenäosusega Diet Cokes'i meie laual. Kas peaksime mõtlema sellele, et teha dieedi versiooni jaoks veel üks raamat?

TUALETT: Dieetkoks on Coca-Cola kaubamärgi väga oluline osa, nagu ka Coke Zero. Kuid Diet Coke'i kaubamärk on Coca-Cola kaubamärgi suhtes suhteliselt nooruk, kellel on "ainult" 29-aastane ajalugu. Nii et see raamat oleks natuke õhem!


Coca-Cola: moe parimat serveerimist alates 1886. aastast

Tere tulemast tagasi härra Blasbergi raamatunurka, kus meie toimetaja Derek Blasberg valib oma nädala lugemise ja kohtub autoriga. Sel nädalal vaatame midagi, mis on sisuliselt ameerikalik: Coca-Cola.
Soodabränd, mis tähistab sel aastal oma 125. aastapäeva, tuleb välja tomega,
Coca-Cola, mis on pühendatud Ameerika armastatud gaseeritud joogi mõjule kultuurimaastikule. Kuigi enamik meist, kes töötavad moetööstuses, tarbitakse tavaliselt koos asjadega, mida kanname, on Coca-Cola (ja ka dieetkoks) olnud meie igapäevaste rutiinide sama oluline osa kui kotid ja kevadised trendid. Salvador Dali ja Andy Warhol on vaid mõned kunstimaailma legendid, kes lisasid oma töösse koksipudeli aksessuaari. Siin vestleb Blasberg The Coca-Cola Company vanem asepresidendi Wendy Clarkiga.

Derek Blasberg: Pean tunnistama, et ma pole kunagi aru saanud, kui levinud on Coca-Cola pildid maailmas. Kas teadsite seda enne, kui teil paluti see raamat arvustada? Millised on teie isiklikud koksimälestused?

Wendy Clark: Algusest peale olete Coca-Cola töötajana väga teadlik ettevõtte hämmastavalt rikkalikust pärandist. Meie hoonetes on igal sammul meeldetuletusi, teeme oma arhiivides ringkäike ja meie juhid viitavad rutiinselt meie minevikule kui tuleviku alusele. Meie peakorterist nurga taga on tõepoolest Coca-Cola atraktsioon World, kus on üle 1200 eseme kogu maailmast. Mul on lapsepõlvest palju isiklikke Coca-Cola mälestusi: ajad sõprade, perega, ülikoolis, rannas.

DB: Nagu moebrändid, on ka Coke nimega kaubamärk, millel on logo, mida kõik soovivad. Kas te ütleksite, et Coca-Cola on nagu karastusjookide Ralph Lauren? Mida see veel sümboliseerib?

TUALETT: Põhimõtteliselt on Coca-Cola kaasav, kõikjal leviv ja järeleandmatult optimistlik. See on õnnehetk, paus, mis värskendab. Suur osa Coca-Cola edust võib tuleneda selle rangest järjepidevusest: selle kaubamärgi märk (Spenceri stsenaarium, punane värv, valge dünaamiline lint) ja see, mida see tähistab (optimismi majakas maailmas), pole 125 aasta jooksul muutunud.

DB: Andy Warhol, Naomi Campbell, Salvador Dali ja isegi Ray Davies bändist The Kinks on sellest konkreetsest joogist rääkinud, poseerinud, maalinud või laulnud. Miks sa arvad, et see põhjustas nii tugeva ja kiire reaktsiooni?

TUALETT: Coca-Cola üks kestvamaid ja võimsamaid omadusi on selle ligipääsetavus ja seega ka seostatavus. See oli Andy Warhol, kes tegelikult ütles: "Selle riigi suurepärane asi on see, et Ameerikas sai alguse traditsioon, mille kohaselt rikkaimad tarbijad ostavad sisuliselt samu asju kui kõige vaesemad. Saate vaadata televiisorit ja vaadata Coca-Colat ning teate, et president joob Coca Colat, Liz Taylor joob Coca Colat ja mõelge vaid, et võite juua ka Coca-Colat. Kõik koksid on ühesugused ja kõik on head. Liz Taylor teab seda, president teab seda, pätt teab seda ja teie teate seda. "

DB: Andil on mõte! Pikaealisus on igas tööstuses karm, kuid koks näeb 125 -aastaselt hea välja. Vaadates tagasi, millised on olnud joogi ajaloo kõige ikoonilisemad hetked?

TUALETT: Ma viitaksin hetkedele, kus Coca-Colal oli kultuuriline seisukoht. Ettevõtte jaoks oli vaieldamatult üks suurimaid pöördepunkte see, kui Robert Woodruff (The Coca-Cola Company president 1923–1954) võttis endale kohustuse, et igal Teise maailmasõja geograafilisel geograafial oleks juurdepääs nikli eest Coca-Colale. Sõja lõpuks olime serveerinud geograafiliste tähistega rohkem kui viis miljardit pudelit Coca-Colat ja tutvustanud maailma väljaspool USA-d Coca-Cola suurepärasele maitsele. See moodustaks meie globaalse laienemise aluse. Alates 1928. aastast, mil need peeti Amsterdamis, on Coca-Cola olnud olümpiamängude pikim pidev sponsor. Samamoodi sai 1920. aastatel Coca-Colast üks esimesi Times Square'i reklaamijaid. Meie kohalolek kestab tänapäeval, kuna digitehnoloogia edastab reaalajas sisu meie ekraanile, mis on endiselt Times Square'is ja töötab nüüd täielikult tuuleenergiaga.

DB: Bränd teab kindlasti turundusest üht -teist.

TUALETT: Coca-Cola Hilltopi telereklaami 1970ndate alguses ja Mean Joe Greene'i telereklaami 1970ndate lõpus nimetatakse pidevalt kõigi aegade kõige edukamate, ikoonilisemate ja kestvamate reklaamide hulka. Hilltopil oli suur grupp noori kogu maailmast, kes tulid kokku Itaalia mäe otsas, et laulda lihtsat laulu nimega "Ma tahaksin osta maailma koksi". See tabas kogu maailmas tarbijaid ainulaadselt ja ajendas tarbijat enneolematult reageerima.

DB: Kas Coke ei proovinud oma salajast retsepti muuta? Mäletan, et isa rääkis mulle sellest midagi.

TUALETT: Jah! Meeldejäävate hetkede kirjeldamine brändi ajaloos ei oleks täielik, kui ei mainita New Coke'i turuletoomist 1985. aastal. Huvitav on New Coke’i puhul tänase objektiivi kaudu see, et see oli ettevõtte jaoks varajane kogemus arusaamast, et tarbija „omab” kaubamärk, mitte ettevõte. Tarbijate pahameel, mille tulemusel ettevõte tõi Coca-Cola "Classic" tagasi, oli väärtuslik varajane õppetund, mis on meie jaoks tänapäeva digitaalselt toetatud ja sotsiaalselt võrgustunud tarbijamaastikul eriti sobiv.

DB: Koksi põrkas kindlasti tagasi! Tegelikult on Coke suutnud muutuda ja kohaneda kaasaegse kultuuriga, jäädes samas samaks: kas sellel on saladus?

TUALETT: Kui Coca-Cola on parimal tasemel, saame kasutada näivaid paradokse enda kasuks. Näiteks oleme nii ülemaailmsed (Coca-Cola on nüüd saadaval enam kui 200 riigis) kui ka kohalikud (meil on nendes riikides kohalikud toimingud). Samamoodi on Coca-Cola olnud 125 aasta jooksul järjepidev ja sama kaubamärgimärk, sama salajane valem, sama kaubamärgi positsioneerimine ja mash, kuid selle kohalolek kogu maailmas püüab alati olla asjakohane ja peegeldada kultuuri ja aegu ning on lakkamatult optimistlik. vaatenurgast.

DB: Kuigi Coke'i kaubamärk on suur, näete meie kontori ümbruses suurema tõenäosusega Diet Cokes'i meie laual. Kas peaksime mõtlema sellele, et teha dieediversiooni jaoks veel üks raamat?

TUALETT: Dieetkoks on Coca-Cola kaubamärgi väga oluline osa, nagu ka Coke Zero. Kuid Diet Coke'i kaubamärk on Coca-Cola kaubamärgi suhtes suhteliselt nooruk, kellel on "ainult" 29-aastane ajalugu. Nii et see raamat oleks natuke õhem!


Coca-Cola: moe parimat serveerimist alates 1886. aastast

Tere tulemast tagasi härra Blasbergi raamatunurka, kus meie toimetaja Derek Blasberg valib oma nädala lugemise ja kohtub autoriga. Sel nädalal vaatame midagi, mis on sisuliselt ameerikalik: Coca-Cola.
Soodabränd, mis tähistab sel aastal oma 125. aastapäeva, tuleb välja tomega,
Coca-Cola, mis on pühendatud Ameerika armastatud gaseeritud joogi mõjule kultuurimaastikule. Kuigi enamik meist, kes töötavad moetööstuses, tarbitakse tavaliselt koos asjadega, mida kanname, on Coca-Cola (ja ka dieetkoks) olnud meie igapäevaste rutiinide sama oluline osa kui kotid ja kevadised trendid. Salvador Dali ja Andy Warhol on vaid mõned kunstimaailma legendid, kes lisasid oma töösse koksipudeli aksessuaari. Siin vestleb Blasberg The Coca-Cola Company vanem asepresidendi Wendy Clarkiga.

Derek Blasberg: Pean tunnistama, et ma pole kunagi aru saanud, kui levinud on Coca-Cola pildid maailmas. Kas teadsite seda enne, kui teil paluti see raamat arvustada? Millised on teie isiklikud koksimälestused?

Wendy Clark: Algusest peale olete Coca-Cola töötajana väga teadlik ettevõtte hämmastavalt rikkalikust pärandist. Meie hoonetes on igal sammul meeldetuletusi, teeme oma arhiivides ringkäike ja meie juhid viitavad rutiinselt meie minevikule kui tuleviku alusele. Meie peakorterist nurga taga on tõepoolest Coca-Cola maailm, kus on üle 1200 eseme üle maailma. Mul on lapsepõlvest palju isiklikke Coca-Cola mälestusi: ajad sõprade, perega, ülikoolis, rannas.

DB: Nagu moebrändid, on ka Coke nimega kaubamärk, millel on logo, mida kõik soovivad. Kas te ütleksite, et Coca-Cola on nagu karastusjookide Ralph Lauren? Mida see veel sümboliseerib?

TUALETT: Põhimõtteliselt on Coca-Cola kaasav, kõikjal leviv ja järeleandmatult optimistlik. See on õnnehetk, paus, mis värskendab. Suur osa Coca-Cola edust võib tuleneda selle rangest järjepidevusest: selle kaubamärgi märk (Spenceri stsenaarium, punane värv, valge dünaamiline lint) ja see, mida see tähistab (optimismi majakas maailmas), pole 125 aasta jooksul muutunud.

DB: Andy Warhol, Naomi Campbell, Salvador Dali ja isegi Ray Davies bändist The Kinks on sellest konkreetsest joogist rääkinud, poseerinud, maalinud või laulnud. Miks sa arvad, et see põhjustas nii tugeva ja kiire reaktsiooni?

TUALETT: Coca-Cola üks kestvamaid ja võimsamaid omadusi on selle ligipääsetavus ja seega ka seostatavus. See oli Andy Warhol, kes tegelikult ütles: "Selle riigi suurepärane asi on see, et Ameerikas sai alguse traditsioon, mille kohaselt rikkaimad tarbijad ostavad sisuliselt samu asju kui kõige vaesemad. Saate vaadata televiisorit ja vaadata Coca-Colat ning teate, et president joob Coca Colat, Liz Taylor joob Coca Colat ja mõelge vaid, et võite juua ka Coca-Colat. Kõik koksid on ühesugused ja kõik on head. Liz Taylor teab seda, president teab seda, pätt teab seda ja teie teate seda. "

DB: Andil on mõte! Pikaealisus on igas tööstuses karm, kuid koks näeb 125 -aastaselt hea välja. Vaadates tagasi, millised on olnud joogi ajaloo kõige ikoonilisemad hetked?

TUALETT: Ma viitaksin hetkedele, kus Coca-Colal oli kultuuriline seisukoht. Ettevõtte jaoks oli vaieldamatult üks suurimaid pöördepunkte see, kui Robert Woodruff (The Coca-Cola Company president 1923–1954) võttis endale kohustuse, et igal Teise maailmasõja geograafilisel geograafial oleks juurdepääs nikli eest Coca-Colale. Sõja lõpuks olime serveerinud geograafiliste tähistega rohkem kui viis miljardit pudelit Coca-Colat ja tutvustanud maailma väljaspool USA-d Coca-Cola suurepärasele maitsele. See moodustaks meie globaalse laienemise aluse. Alates 1928. aastast, mil need peeti Amsterdamis, on Coca-Cola olnud olümpiamängude pikim pidev sponsor. Samamoodi sai 1920. aastatel Coca-Colast üks esimesi Times Square'i reklaamijaid. Meie kohalolek kestab täna, kasutades digitaalset tehnoloogiat, mis saadab reaalajas sisu meie ekraanile, mis on endiselt Times Square'is ja töötab nüüd täielikult tuuleenergiaga.

DB: Bränd teab kindlasti turundusest üht -teist.

TUALETT: Coca-Cola Hilltopi telereklaami 1970ndate alguses ja Mean Joe Greene'i telereklaami 1970ndate lõpus nimetatakse pidevalt kõigi aegade kõige edukamate, ikoonilisemate ja kestvamate reklaamide hulka. Hilltopil oli suur grupp noori kogu maailmast, kes tulid kokku Itaalia mäe otsas, et laulda lihtsat laulu nimega "Ma tahaksin osta maailma koksi". See tabas kogu maailmas tarbijaid ainulaadselt ja ajendas tarbijaid enneolematult reageerima.

DB: Kas Coke ei proovinud oma salajast retsepti muuta? Mäletan, et isa rääkis mulle sellest midagi.

TUALETT: Jah! Meeldejäävate hetkede kirjeldamine brändi ajaloos ei oleks täielik, kui ei mainita New Coke'i turuletoomist 1985. aastal. Huvitav on New Coke’i puhul tänase objektiivi kaudu see, et see oli ettevõtte jaoks varajane kogemus arusaamast, et tarbija „omab” kaubamärk, mitte ettevõte. Tarbijate pahameel, mille tulemusel ettevõte tõi Coca-Cola "Classic" tagasi, oli väärtuslik varajane õppetund, mis on meie jaoks tänapäeva digitaalselt toetatud ja sotsiaalselt võrgustunud tarbijamaastikul eriti sobiv.

DB: Koksi põrkas kindlasti tagasi! Tegelikult on Coke suutnud muutuda ja kohaneda kaasaegse kultuuriga, jäädes samas samaks: kas sellel on saladus?

TUALETT: Kui Coca-Cola on parimal tasemel, saame kasutada näivaid paradokse enda kasuks. Näiteks oleme nii ülemaailmsed (Coca-Cola on nüüd saadaval enam kui 200 riigis) kui ka kohalikud (meil on nendes riikides kohalikud toimingud). Samamoodi on Coca-Cola olnud 125 aasta jooksul järjepidev ja sama kaubamärgimärk, sama salajane valem, sama kaubamärgi positsioneerimine ja mash, kuid selle kohalolek kogu maailmas püüab alati olla asjakohane ja peegeldada kultuuri ja aegu ning on lakkamatult optimistlik. vaatenurgast.

DB: Kuigi Coke'i kaubamärk on suur, näete meie kontori ümbruses suurema tõenäosusega Diet Cokes'i meie laual. Kas peaksime mõtlema sellele, et teha dieediversiooni jaoks veel üks raamat?

TUALETT: Dieetkoks on Coca-Cola kaubamärgi väga oluline osa, nagu ka Coke Zero. Kuid Diet Coke'i kaubamärk on Coca-Cola kaubamärgi suhtes suhteliselt nooruk, kellel on "ainult" 29-aastane ajalugu. Nii et see raamat oleks natuke õhem!


Coca-Cola: moe parimat serveerimist alates 1886. aastast

Tere tulemast tagasi härra Blasbergi raamatunurka, kus meie toimetaja Derek Blasberg valib oma nädala lugemise ja kohtub autoriga. Sel nädalal vaatame midagi, mis on sisuliselt ameerikalik: Coca-Cola.
Soodabränd, mis tähistab sel aastal oma 125. aastapäeva, tuleb välja tomega,
Coca-Cola, mis on pühendatud Ameerika armastatud gaseeritud joogi mõjule kultuurimaastikule. Kuigi enamik meist, kes töötavad moetööstuses, tarbitakse tavaliselt koos asjadega, mida kanname, on Coca-Cola (ja ka dieetkoks) olnud meie igapäevaste rutiinide sama oluline osa kui kotid ja kevadised trendid. Salvador Dali ja Andy Warhol on vaid mõned kunstimaailma legendid, kes lisasid oma töösse koksipudeli aksessuaari. Siin vestleb Blasberg The Coca-Cola Company vanem asepresidendi Wendy Clarkiga.

Derek Blasberg: Pean tunnistama, et ma pole kunagi aru saanud, kui levinud on Coca-Cola pildid maailmas. Kas teadsite seda enne, kui teil paluti see raamat arvustada? Millised on teie isiklikud koksimälestused?

Wendy Clark: Algusest peale olete Coca-Cola töötajana väga teadlik ettevõtte hämmastavalt rikkalikust pärandist. Meie hoonetes on igal sammul meeldetuletusi, teeme oma arhiivides ringkäike ja meie juhid viitavad rutiinselt meie minevikule kui tuleviku alusele. Meie peakorterist nurga taga on tõepoolest Coca-Cola atraktsioon World, kus on üle 1200 eseme kogu maailmast. Mul on lapsepõlvest palju isiklikke Coca-Cola mälestusi: ajad sõprade, perega, ülikoolis, rannas.

DB: Nagu moebrändid, on ka Coke nimega kaubamärk, millel on logo, mida kõik soovivad. Kas te ütleksite, et Coca-Cola on nagu karastusjookide Ralph Lauren? Mida see veel sümboliseerib?

TUALETT: Põhimõtteliselt on Coca-Cola kaasav, kõikjal leviv ja järeleandmatult optimistlik. See on õnnehetk, paus, mis värskendab. Suure osa Coca-Cola edust võib seostada selle range järjepidevusega: selle kaubamärk (Spenceri stsenaarium, punane värv, valge dünaamiline lint) ja see, mida see tähistab (optimismi majakas maailmas), pole 125 aasta jooksul muutunud.

DB: Andy Warhol, Naomi Campbell, Salvador Dali ja isegi Ray Davies bändist The Kinks on sellest konkreetsest joogist rääkinud, poseerinud, maalinud või laulnud. Miks sa arvad, et see põhjustas nii tugeva ja kiire reaktsiooni?

TUALETT: Coca-Cola üks kestvamaid ja võimsamaid omadusi on selle ligipääsetavus ja seega ka seostatavus. See oli Andy Warhol, kes tegelikult ütles: "Selle riigi suurepärane asi on see, et Ameerikas sai alguse traditsioon, mille kohaselt rikkaimad tarbijad ostavad sisuliselt samu asju kui kõige vaesemad. Saate vaadata televiisorit ja vaadata Coca-Colat ning teate, et president joob Coca Colat, Liz Taylor joob Coca Colat ja mõelge vaid, et võite juua ka Coca-Colat. Kõik koksid on ühesugused ja kõik koksid on head. Liz Taylor teab seda, president teab seda, pätt teab seda ja teie teate seda. "

DB: Andil on mõte! Pikaealisus on igas tööstuses karm, kuid koks näeb 125 -aastaselt hea välja. Vaadates tagasi, millised on olnud joogi ajaloo kõige ikoonilisemad hetked?

TUALETT: Ma viitaksin hetkedele, kus Coca-Colal oli kultuuriline seisukoht. Ettevõtte jaoks oli vaieldamatult üks suurimaid pöördepunkte see, kui Robert Woodruff (The Coca-Cola Company president 1923–1954) võttis endale kohustuse, et igal Teise maailmasõja geograafilisel geograafial oleks juurdepääs nikli eest Coca-Colale. Sõja lõpuks olime serveerinud geograafiliste tähistega rohkem kui viis miljardit pudelit Coca-Colat ja tutvustanud maailma väljaspool USA-d Coca-Cola suurepärasele maitsele. See moodustaks meie globaalse laienemise aluse. Alates 1928. aastast, kui need peeti Amsterdamis, on Coca-Cola olnud olümpiamängude pikim pidev sponsor. Samamoodi sai 1920. aastatel Coca-Colast üks esimesi Times Square'i reklaamijaid. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Coca-Cola: Serving Fashion's Finest Since 1886

Welcome back to Mr. Blasberg's Book Corner, wherein our editor at large Derek Blasberg picks his read of the week and meets the author. This week we look at something that is quintessentially American: Coca-Cola.
The soda brand, which is celebrating its 125th anniversary this year, is coming out with a tome,
Coca-Cola, devoted to the impact that America's beloved carbonated beverage has made on the cultural landscape. While most of us who work in fashion are typically consumed with stuff we wear, Coca-Cola (and Diet Coke too) has been as much of a part of our daily routines as It bags and spring trends. Salvador Dali and Andy Warhol are just some of the art world legends who incorporated the accessory of the Coke bottle into their work. Here, Blasberg chats with Wendy Clark, a senior vice president at The Coca-Cola Company.

Derek Blasberg: I must confess I never realized how pervasive the Coca-Cola imagery is in the world. Were you aware of this before you were asked to review this book? What are some of your own personal Coke memories?

Wendy Clark: From day one, as a Coca-Cola employee, you are very aware of the amazingly rich legacy of the company. There are reminders at every turn in our buildings, we give tours of our archives, and our leaders routinely reference our past as a foundation for our future. Indeed, just round the corner from our HQ is the World of Coca-Cola attraction, which features over 1,200 artifacts from around the world. I have many personal Coca-Cola memories from my childhood: times with friends, family, in college, at the beach.

DB: Like fashion brands, Coke is a name brand with a logo everyone wants. Would you say that Coca-Cola is like the Ralph Lauren of sodas? What else does it symbolize?

WC: At its core, Coca-Cola is inclusive, ubiquitous and relentlessly optimistic. It is a moment of happiness, a pause that refreshes. Much of Coca-Cola's success can be attributed to its rigorous consistency: its brand mark (Spencerian script, color red, white dynamic ribbon) and what it stands for (a beacon of optimism in the world) have not changed in 125 years.

DB: Andy Warhol, Naomi Campbell, Salvador Dali and even Ray Davies from the band The Kinks have all talked about, posed with, painted or sung about this particular beverage. Why do you think it's caused such a strong, quick reaction?

WC: One of Coca-Cola's most enduring and powerful attributes is its accessibility and therefore its relatability. It was Andy Warhol who actually said, "What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca-Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."

DB: Andy has a point! Longevity is tough in any industry, but Coke is looking good for being 125 years old. Looking back, what have been some of the most iconic moments in the beverage's history?

WC: I'd point to the moments where Coca-Cola had a cultural point of view. Unquestionably one of the biggest inflection points for the company was when Robert Woodruff (President of The Coca-Cola Company 1923-1954) committed that every GI in WWII would have access to a Coca-Cola for a nickel. By the end of the war we had served GIs more than five billion bottles of Coca-Cola and introduced the world, outside of the US, to the great taste of Coca-Cola. This would go on to form the basis of our global expansion. Since 1928, when they were held in Amsterdam, Coca-Cola has been the longest continuous sponsor of the Olympic Games. Similarly, in the 1920s, Coca-Cola became one of the first advertisers in Times Square. Our presence endures today with the advantage of digital technology sending real time content to our screen, which is still in Times Square and is now completely run on wind power.

DB: The brand definitely knows a thing or two about marketing.

WC: Coca-Cola's Hilltop TV ad in the early 1970s and Mean Joe Greene TV ad in the late 1970s are consistently referenced as among the most successful, iconic and enduring ads of all time. Hilltop featured a large group of young people from around the world coming together at the top of a hill in Italy to sing a simple song called, "I'd Like to Buy the World a Coke." It struck a unique chord with consumers the world over and prompted a consumer response that was unprecedented.

DB: Didn't Coke try and change its secret recipe once? I remember my Dad telling me something about that.

WC: Jah! Recounting memorable moments in the brand's history would not be complete without mentioning the launch of New Coke in 1985. What's interesting about New Coke through today's lens is that it was an early experience for the company in terms of understanding that the consumer "owns" the brand, not the company. The consumer outcry that ultimately resulted in the Company bringing back Coca-Cola 'Classic' was a valuable, early lesson that's particularly applicable for us in today's digitally-enabled, socially-networked consumer landscape.

DB: Coke definitely bounced back! In fact, Coke has been able to change and adapt to modern culture while it also stayed the same: Is there a secret to this?

WC: When Coca-Cola is at its best we're able to use seeming paradoxes to our advantage. For instance, we're both globally scaled (Coca-Cola is now available in over 200 countries) and locally relevant (we have local operations on the ground in those countries). In the same way, Coca-Cola has been consistent over 125 years &mdash same brand mark, same secret formula, same brand positioning &mdash yet its presence around the world always seeks to be relevant and reflective of culture and the times, with a relentlessly optimistic point of view.

DB: While the Coke brand is big, around our office you're more likely to see Diet Cokes on our desks. Should we think about doing another book for the diet version?

WC: Diet Coke is a very vital part of the Coca-Cola trademark, as is Coke Zero. But the Diet Coke brand is an adolescent in relative terms to brand Coca-Cola with "only" 29 years of history. So that book would be a little thinner!


Vaata videot: Lo que no sabes sobre la vida privada de Halil İbrahim Ceyhan #halilibrahimceyhan #emanet (Detsember 2021).