He sold portions of his business to various parties. Asa Griggs Candler, an Atlanta businessman had the majority of the interest sold. Over the year 1888-1891, Mr. Candler secured rights to the business for about $2,300. He is the first president and is the first to bring real vision to the business and the brand of Coca-Cola. He is the one who transformed Coca-Cola from an invention into a business. By promoting and introducing people the new beverage, Coca-Cola, Mr Candler found excellent and brilliant ideas like giving coupons and distributing clocks, urns, calendars with the branding of Coca-Cola. The aggressive promotion worked greatly and by year 1895, Mr Candler had built syrup plants in Chicago, Dallas and Los Angeles. In 1894, a businessman from Mississippi named Joseph Biedenharn became the first to bottle the Coca-Cola. In the year 1899, two lawyers, Benjamin Thomas and Joseph Whitehead helped secured the exclusive rights from Mr Candler to bottle and sell the beverage for only a dollar. They had developed the first evolution of the Coca-Cola worldwide bottling system.
As the business of Coca-Cola grew bigger, there were competitors who imitated the product. To protect the brand and product of Coca-Cola, the company focused on advertising the authenticity of Coca-Cola. Not only that, the company also created a special bottle shape, the Contour Bottle, in order to assure that people were getting the real Coca-Cola. The new Coca-Cola bottle was so special that it could be recognized even in the dark and yet easily separated the Coca-Cola brand with others competitors’