Coca-Cola’s secret formula has been in the same SunTrust Bank (NYSE:STI) vault in Atlanta since 1925. The secret formula has now changed hands, in-light of Coca-Cola’s 125th anniversary. Coke has moved their secret formula to the World of Coca-Cola vault that stands 10 feet tall and is displayed to the public.
The new exhibit titled The Vault of the Secret Formula opened Thursday, December 8, 2011.
Coca-Cola marketing manager Jacquie Wansley said, “This was really a great way to put a capstone on our 125th anniversary year by bringing our secret formula to the World of Coca-Cola.”
In a release statement announcing the exhibit, Phil Mooney, Coca-Cola’s director of archives said, “The move of the Coca-Cola secret formula is a historic moment for the Company. The Company has always gone to great lengths to protect it and now by safeguarding it at the World of Coca-Cola, we can share its legendary legacy with people around the world.”
Coca-Cola Company (NYSE:KO) Chairman and CEO Muhtar Kent said in the release, “By sharing this secret formula experience with our consumers, we celebrate both the rich history of the brand’s beginnings and the moments of refreshment and happiness to come for future generations. This is yet another way we are recognizing and thanking everyone around the world who has made the Coca-Cola brand what it is today.”
When asked about the contents of the formula Wansley said, “Not a lot of people know. We don’t know how many people know.” Not even she knows the secret behind the top selling soft drink in the United States.
“The formula for Coca-Cola has remained the same for 125 years, except for New Coke,” which lasted for 79 days in 1985 when it was introduced and met with widespread public disapproval,” Wansley said.
Coca-Cola was invented in 1886 by Dr. John S. Pemberton. The formula for the beverage was kept a very close secret, and was not even written down until 1919 when the company was sold and documentation of the formula was needed as collateral for a loan.