Tradicionalni recepti

Darivanje iza kulisa: izbor ljepote JustLuxe urednika za proljeće 2014

Darivanje iza kulisa: izbor ljepote JustLuxe urednika za proljeće 2014

Ovdje u uredima JustLuxe veliki smo ljubitelji ljepote - od osnova sjenila do glamur crvene usne, naši lični ukusi pokrivaju čitav spektar šminke, njege kose i kože. U uredu se često raspravlja o najboljim mjestima za kupovinu, najnovijim mirisima i o tome koji brendovi nude najtoplije nove nijanse. Stoga smo ovog proljeća, umjesto da naše savjete o ljepoti i omiljene trikove zamijenimo šalicom Starbucksa na našim ranim jutarnjim sastancima, odlučili podijeliti naše trenutne izbore ljepote s našim čitateljima. Osim toga bićemo poklanjajući hrpu naša četiri najbolja izbora tako da možete pratiti JustLuxe beauty rutinu kod kuće! Domaćin je Poshly, jedne od najnovijih internetskih stranica za darivanje ljepote, čitatelji mogu ući kako bi osvojili sva četiri naša favorita ljepote! Naprijed pronađite rutine ljepote, savjete i isprobane favorite vašeg uredničkog tima JustLuxe! I ne zaboravite da nas obavijestite o vašim ljepotama ljubavi za proljetnu sezonu u nastavku, a zatim prijeđite na Poshly da uđete i pobijedite!

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Bobbi Brown gel-olovka za oči s dugotrajnim nošenjem, 24 USD, Bobbi Brown. Stila Stay All Day Prime & Anti Shine balzam, 30 USD, Sephora. Origins A Perfect World ™ SPF 25 krema za zaštitu od starenja s bijelim čajem, 41 USD, Porijeklo. Amazonska glina 12-satna podloga za punu pokrivenost Broad Spectrum SPF 15 Krema za sunčanje, 38 USD, Tarte Cosmetics. Dior Dior Addict Gloss, 30 USD, Sephora.

Uglavnom sam prilično izbirljiv što se tiče kozmetike, uvijek u potrazi za odličnim proizvodima sa sjajnim sastojcima. Jedan od mojih jutarnjih proizvoda je Stila’s Stay All Day Prime & Anti Shine balzam. Nastavlja nakon moje hidratantne kreme (POREKLO A Perfect World SPF 25 hidratantna krema za zaštitu od starenja s bijelim čajem) i prije mog osnivanja. Proizvod ima gel, bistru i mat boju bez jedne kapi masnoće. Djeluje tako što popunjava nabore i nedostatke na mojoj koži, pa kad se na nju nanese podloga, gotov izgled je vrlo ujednačen i besprijekoran koliko možete dobiti dok još uvijek izgledate kao da niste nošenje šminka. Naravno, polovica ove jednadžbe je sama osnova, o kojoj također ne mogu pjevati dovoljno visoko. Tarteova 12-satna puna pokrivenost Amazonske gline traje cijeli dan, iako je 12 sati malo rastezanje. Ipak, zadržavanje radnog dana za mene je dovoljno dobro. Gel ajlajner za dugotrajno nošenje Bobbi Brown u crnoj tinti takođe je divno; Koristim ove stvari već više od jedne decenije. Za kraj, ja sam loš Dior Addict Gloss za lijepu usnu, a na odjelu za maskare žiri je zapravo još uvijek vani. Čini se da jednostavno ne mogu pronaći onu koja mi se zaista sviđa, pa svaki put kad kupim odaberem novu, a tijekom ljeta priuštim si nadogradnju trepavica, koje su apsolutno nevjerojatne za nekoga poput mene koji boluje sa plavim trepavicama!

—Courtney Driver
Izvršni urednik

Lush Vanishing Cream, 43 USD, Lush. Benefit Cosmetics Sugarbomb, 28 USD, Sephora. Benefit Cosmetics Они su prava maskara, 23 USD, Ulta. Benefit Cosmetics High Beam, 26 USD, Benefit Cosmetics. Lime Crime Opaque Retrofuturist za ruževe, 18 USD, Lime Crime.

Uvijek sam prvo stavila neki zaista lagani losion za lice, na primjer Lush's Vanishing Cream- Sklona sam izbijati malo oko brade jednom mjesečno, a lješnjak u ovome zaista pomaže u smirivanju i stezanju pora. Obično se ne zamaram sa previše korektora, pa sam nakon prozirnog pudera i možda malo kreme ispod očiju stavila malo Sugarbomb Blush i Marker za duga svjetla od Benefit na mojim obrazima. Koristim tekući crni ajlajner za izgled mačjeg oka i dovršavam trepavice Prednosti su prave maskare. Bez obzira na to kamo idem, volim sve izvući nekim zaista fantastičnim ružem i kad sam to otkrila Lime Crime, Nikad se nisam osvrnuo - ovaj ruž je moja nedavna opsesija. Cijela linija njihovih usana je odlična, ali njihov retrofuturistički neprozirni ruž mi je trenutno najdraži. To je zadivljujuće svijetlo crveno koje ostaje kremasto, suši se mat, traje cijeli dan (bez šale) i ne krvari. Osim toga, njihova maskota je jednorog. Dogovoreno.

—Mila Pantovich
Urednik životnog stila

Lancôme Dual Finish svestrana šminka u prahu, 39 USD, Nordstrom. Maybelline Great Lash periva maskara u najcrnjoj crnoj boji, 7 USD, Maybelline. L'Oreal Paris True Match puder u pravoj kombinaciji, 11 USD, Drugstore.com. Maybelline Expert Wear sjenilo Quad, 7 USD, Ulta.

Odrastajući, uvijek se sjetim kako sam gledala mamu kako kupuje šminku na Lancômeovom šalteru ljepote. Kad sam bio dovoljno star, kupila mi je prvi kompakt iz marke i nisam mogao biti više uzbuđen. S godinama sam se zaljubio u razne proizvode, ali uvijek sam ih nastavio koristiti Lancômeov univerzalni puder s dvostrukom završnom obradom. Dolazi s dvije različite spužve, jedna za potpuno prekrivanje, druga za besprijekornu mat završnu obradu. Deblji spužva može se čak navlažiti kako bi se stvorio završni temelj. Djelomično sam na mat završnici sa debljom spužvom zbog moje masne, neujednačene boje kože. Nakon nanošenja ovog pudera, moja koža je uvijek ujednačenija sa vrlo prirodnim izgledom. Ostatak moje rutine je prilično jednostavan, nakon što sam kompaktan, licu dodam dašak bronzane boje, prst na sjenilu (tipično ružičastu nijansu) i olovku za oči. Ipak, ne volim stavljati maskaru kod kuće, pa je obično stavljam dok sam u autu jer se osjećam kao da ujutro gubim manje vremena. Moj odlazak godinama Maybelline Great Lash periva maskara u vrlo crnoj boji jer ta vruća ružičasta i zelena cijev nikada ne razočara, uvijek je pouzdana tokom cijelog dana i nikada ne ostavlja grudvice.

—Nicolle Monico
Urednik putovanja

Dior Dior Addict Extreme, 32 USD, Dior. Shiseido Benefiance WrinkleResist24 dnevna krema, 53 USD, Shiseido. Parfemska voda Marc Jacobs Honey 3,4 oz, 90 USD, Marc Jacobs. SK-II maska ​​za tretman lica, 90 USD, SK-II. Guerlain Mazi Lash, 30 USD, Sephora.

Reći da sam ovisan o njezi kože potpuno je potcjenjivanje - za mene ljepota mora početi s vašom kožom. Možda se samo bojim bora, ali imam prilično discipliniranu kozmetičku rutinu koja počinje uklanjanjem šminke Lancômeov Bi-Facil odstranjivač, pranje sa Sredstvo za čišćenje maslaca od mrkve organske ljekarne zatim oko pet različitih slojeva tretmana, seruma i losiona. Plahte reci ostaviti na licu pet do 10 minuta, ali ostavljam ih navečer sat vremena ili više kako bi zaista dopustili da se tretman upije - plus tjera vas da sjednete i opustite se. Tokom dana uvijek završavam tretmane sa Shiseido -ova Benefiance Wrinkle Resist24 dnevna krema sa SPF 18. Ne koristim nikakvu podlogu ili puder (čak ni ne posjedujem), pa obično preskočim šminku. Ne koristim nikakvu kozmetiku sa karminom kao sastojkom pa volim Too Faced’s Sweethearts Perfect Flush rumenilo u Candy Glow -u što mi doslovno daje savršeno ispiranje - ozbiljno je bolje od Narsovog orgazma. Upotreba Pigmenti opsesivno -kompulzivne kozmetike za brzo brisanje sjenila nadopunim trepavice Guerlainova Maxi Lash (koji miriše zadivljujuće), a zatim uključite malo Dior Addict Extreme ruž za usne u ružičastoj ikoni, i špric od Marc Jacobs med i mogu krenuti.

—Marissa Stempien
Modni urednik


Coca-Cola: Služi za najbolju modu od 1886

Dobro došli natrag u Knjižni kutak g. Blasberga, gdje naš glavni urednik Derek Blasberg bira ono što čita sedmica i upoznaje autora. Ove sedmice razmatramo nešto što je u suštini američko: Coca-Cola.
Brend sode, koji ove godine slavi 125. godišnjicu, izlazi s tomom,
Koka kola, posvećen utjecaju kojeg je omiljeno američko gazirano piće ostavilo na kulturni krajolik. Iako većina nas koji se bavimo modom obično konzumiramo stvari koje nosimo, Coca-Cola (i dijetalna koka-kola) također su bili dio naše dnevne rutine koliko i vrećica i proljetni trendovi. Salvador Dali i Andy Warhol samo su neke od svjetskih umjetničkih legendi koje su dodale bocu koka -kole u svoj rad. Ovdje Blasberg razgovara s Wendy Clark, višom potpredsjednicom kompanije Coca-Cola.

Derek Blasberg: Moram priznati da nikada nisam shvatio koliko je slika Coca-Cole sveprisutna u svijetu. Jeste li bili svjesni toga prije nego što ste zamoljeni da pregledate ovu knjigu? Koja su vaša lična sjećanja na kokain?

Wendy Clark: Od prvog dana, kao zaposlenik Coca-Cole, vrlo ste svjesni nevjerovatno bogatog naslijeđa kompanije. Na svakom koraku u našim zgradama postoje podsjetnici, obilazimo naše arhive, a naši lideri rutinski spominju našu prošlost kao temelj naše budućnosti. Zaista, odmah iza ugla našeg sjedišta nalazi se atrakcija World of Coca-Cola koja sadrži preko 1.200 artefakata iz cijelog svijeta. Imam mnogo ličnih uspomena na Coca-Colu iz djetinjstva: vremena sa prijateljima, porodicom, na fakultetu, na plaži.

DB: Kao i modni brendovi, Coca Cola je imenska marka sa logotipom koji svi žele. Da li biste rekli da je Coca-Cola poput gaziranih pića Ralph Lauren? Šta još simbolizira?

TOALET: U svojoj srži, Coca-Cola je inkluzivna, sveprisutna i neumoljivo optimistična. To je trenutak sreće, stanka koja osvježava. Velik dio uspjeha Coca-Cole može se pripisati njezinoj strogoj dosljednosti: marka marke (spencerijsko pismo, crvena boja, bijela dinamička vrpca) i ono za šta se zalaže (svjetionik optimizma u svijetu) nisu se promijenili 125 godina.

DB: Andy Warhol, Naomi Campbell, Salvador Dali, pa čak i Ray Davies iz benda The Kinks pričali su, pozirali, slikali ili pjevali o ovom piću. Zašto mislite da je to izazvalo tako snažnu, brzu reakciju?

TOALET: Jedan od najtrajnijih i najsnažnijih atributa Coca-Cole je njegova pristupačnost, a samim tim i povezanost. Andy Warhol je zapravo rekao: "Ono što je sjajno u ovoj zemlji je to što je Amerika započela tradiciju u kojoj najbogatiji potrošači kupuju u osnovi iste stvari kao i najsiromašniji. Možete gledati televiziju i vidjeti Coca-Colu, a znate da je predsjednik pije Coca Colu, Liz Taylor pije Coca Colu, i samo pomislite, možete piti i Coca-Colu. Sve koke su iste i sve su dobre. Liz Taylor to zna, predsjednik to zna, klošar to zna, a vi to znate. "

DB: Andy ima pravo! Dugovječnost je teška u bilo kojoj industriji, ali Coca -Cola izgleda dobro jer ima 125 godina. Gledajući unatrag, koji su bili neki od najznačajnijih trenutaka u istoriji pića?

TOALET: Ukazao bih na trenutke u kojima je Coca-Cola imala kulturno gledište. Nesumnjivo jedna od najvećih prekretnica za kompaniju bila je kada se Robert Woodruff (predsjednik kompanije Coca-Cola 1923-1954) obavezao da će svaka geografska oznaka u Drugom svjetskom ratu imati pristup Coca-Coli za nikl. Do kraja rata poslužili smo geografskim oznakama više od pet milijardi boca Coca-Cole i upoznali svijet, izvan SAD-a, s odličnim okusom Coca-Cole. Ovo bi dalje predstavljalo osnovu naše globalne ekspanzije. Od 1928. godine, kada su održane u Amsterdamu, Coca-Cola je bila najduži kontinuirani sponzor Olimpijskih igara. Slično, 1920-ih godina Coca-Cola je postala jedan od prvih oglašivača na Times Squareu. Naše prisustvo traje i danas s prednošću digitalne tehnologije koja šalje sadržaj u stvarnom vremenu na naš ekran, koji je još uvijek na Times Squareu, a sada potpuno radi na vjetar.

DB: Brend definitivno zna ponešto o marketingu.

TOALET: Coca-Colin TV oglas na Hilltop-u ranih 1970-ih i Mean Joe Greene TV oglas u kasnim 1970-im dosljedno se svrstavaju među najuspješnije, ikonične i trajne oglase svih vremena. Hilltop je predstavljao veliku grupu mladih ljudi iz cijelog svijeta koji su se okupili na vrhu brda u Italiji kako bi pjevali jednostavnu pjesmu pod nazivom "Htio bih kupiti svijetu kokain". Postigao je jedinstven akord kod potrošača širom svijeta i izazvao reakciju potrošača bez presedana.

DB: Nije li Coca -Cola jednom pokušala promijeniti svoj tajni recept? Sjećam se da mi je tata pričao nešto o tome.

TOALET: Da! Prepričavanje nezaboravnih trenutaka u istoriji brenda ne bi bilo potpuno bez spominjanja lansiranja nove koke 1985. Ono što je zanimljivo u vezi sa novom kolom kroz današnji objektiv je da je to bilo rano iskustvo za kompaniju u smislu razumijevanja da potrošač "posjeduje" brend, a ne kompanija. Negodovanje potrošača koje je na kraju dovelo do toga da je kompanija vratila Coca-Colu 'Classic' bila je vrijedna, rana lekcija koja je za nas posebno primjenjiva u današnjem digitalno omogućenom, društveno umreženom okruženju potrošača.

DB: Koka -kola se definitivno vratila! U stvari, Coca -Cola se uspjela promijeniti i prilagoditi modernoj kulturi, a pritom je ostala ista: postoji li tajna u tome?

TOALET: Kad Coca-Cola bude u najboljem izdanju, možemo koristiti prividne paradokse u svoju korist. Na primjer, oboje smo globalno prošireni (Coca-Cola je sada dostupna u više od 200 zemalja) i lokalno smo relevantni (imamo lokalne operacije na terenu u tim zemljama). Na isti način, Coca-Cola je dosljedna više od 125 godina & mdash ista marka marke, ista tajna formula, isto pozicioniranje robne marke & mdash ipak njeno prisustvo širom svijeta uvijek nastoji biti relevantno i odražavati kulturu i vrijeme, s nemilosrdno optimizmom gledište.

DB: Iako je marka Coca Cole velika, u našoj ordinaciji ćete vjerojatnije vidjeti Diet Coca na našim stolovima. Trebamo li razmisliti o tome da napravimo još jednu knjigu za dijetalnu verziju?

TOALET: Dijetalna koka kola vrlo je važan dio zaštitnog znaka Coca-Cole, kao i kokain nula. No, marka Diet Coke je adolescent u odnosu na marku Coca-Cola sa "samo" 29 godina povijesti. Tako bi ta knjiga bila malo tanja!


Coca-Cola: Služi za najbolju modu od 1886

Dobro došli natrag u Knjižni kutak g. Blasberga, gdje naš glavni urednik Derek Blasberg bira ono što čita sedmica i upoznaje autora. Ove sedmice razmatramo nešto što je u suštini američko: Coca-Cola.
Brend sode, koji ove godine slavi 125. godišnjicu, izlazi s tomom,
Koka kola, posvećen utjecaju kojeg je omiljeno američko gazirano piće ostavilo na kulturni krajolik. Iako većina nas koji se bavimo modom obično konzumiramo stvari koje nosimo, Coca-Cola (i dijetalna koka-kola) također su bili dio naše dnevne rutine koliko i vrećica i proljetni trendovi. Salvador Dali i Andy Warhol samo su neke od svjetskih umjetničkih legendi koje su dodale bocu koka -kole u svoj rad. Ovdje Blasberg razgovara s Wendy Clark, višom potpredsjednicom kompanije Coca-Cola.

Derek Blasberg: Moram priznati da nikada nisam shvatio koliko je slika Coca-Cole sveprisutna u svijetu. Jeste li bili svjesni toga prije nego što ste zamoljeni da pregledate ovu knjigu? Koja su vaša lična sjećanja na kokain?

Wendy Clark: Od prvog dana, kao zaposlenik Coca-Cole, vrlo ste svjesni nevjerovatno bogatog naslijeđa kompanije. Na svakom koraku u našim zgradama postoje podsjetnici, obilazimo naše arhive, a naši lideri rutinski spominju našu prošlost kao temelj naše budućnosti. Zaista, odmah iza ugla našeg sjedišta nalazi se atrakcija World of Coca-Cola koja sadrži preko 1.200 artefakata iz cijelog svijeta. Imam mnogo ličnih uspomena na Coca-Colu iz djetinjstva: vremena sa prijateljima, porodicom, na fakultetu, na plaži.

DB: Kao i modni brendovi, Coca Cola je imenska marka sa logotipom koji svi žele. Da li biste rekli da je Coca-Cola poput gaziranih pića Ralph Lauren? Šta još simbolizira?

TOALET: U svojoj srži, Coca-Cola je inkluzivna, sveprisutna i neumoljivo optimistična. To je trenutak sreće, stanka koja osvježava. Velik dio uspjeha Coca-Cole može se pripisati njezinoj strogoj dosljednosti: marka marke (spencerijsko pismo, crvena boja, bijela dinamička vrpca) i ono za šta se zalaže (svjetionik optimizma u svijetu) nisu se promijenili 125 godina.

DB: Andy Warhol, Naomi Campbell, Salvador Dali, pa čak i Ray Davies iz benda The Kinks pričali su, pozirali, slikali ili pjevali o ovom piću. Zašto mislite da je izazvao tako snažnu, brzu reakciju?

TOALET: Jedan od najtrajnijih i najsnažnijih atributa Coca-Cole je njegova pristupačnost, a samim tim i povezanost. Andy Warhol je zapravo rekao: "Ono što je sjajno u ovoj zemlji je to što je Amerika započela tradiciju u kojoj najbogatiji potrošači kupuju u osnovi iste stvari kao i najsiromašniji. Možete gledati televiziju i vidjeti Coca-Colu, a znate da je predsjednik pije Coca Colu, Liz Taylor pije Coca Colu, i samo pomislite, možete piti i Coca-Colu. Sve koke su iste i sve su dobre. Liz Taylor to zna, predsjednik to zna, klošar to zna, a vi to znate. "

DB: Andy ima pravo! Dugovječnost je teška u bilo kojoj industriji, ali Coca -Cola izgleda dobro jer ima 125 godina. Gledajući unatrag, koji su bili neki od najznačajnijih trenutaka u istoriji pića?

TOALET: Ukazao bih na trenutke u kojima je Coca-Cola imala kulturno gledište. Nesumnjivo jedna od najvećih prekretnica za kompaniju bila je kada se Robert Woodruff (predsjednik kompanije Coca-Cola 1923-1954) obavezao da će svaka geografska oznaka u Drugom svjetskom ratu imati pristup Coca-Coli za nikl. Do kraja rata poslužili smo geografskim oznakama više od pet milijardi boca Coca-Cole i upoznali svijet, izvan SAD-a, s odličnim okusom Coca-Cole. Ovo bi dalje predstavljalo osnovu naše globalne ekspanzije. Od 1928. godine, kada su održane u Amsterdamu, Coca-Cola je bila najduži kontinuirani sponzor Olimpijskih igara. Slično, 1920-ih godina Coca-Cola je postala jedan od prvih oglašivača na Times Squareu. Naše prisustvo traje i danas s prednošću digitalne tehnologije koja šalje sadržaj u stvarnom vremenu na naš ekran, koji je još uvijek na Times Squareu, a sada potpuno radi na vjetar.

DB: Brend definitivno zna ponešto o marketingu.

TOALET: Coca-Colin TV oglas na Hilltop-u ranih 1970-ih i Mean Joe Greene TV oglas u kasnim 1970-im dosljedno se svrstavaju među najuspješnije, ikonične i trajne oglase svih vremena. Hilltop je predstavljao veliku grupu mladih ljudi iz cijelog svijeta koji su se okupili na vrhu brda u Italiji da pjevaju jednostavnu pjesmu pod nazivom "Htio bih kupiti svijetu kokain". Postigao je jedinstven akord kod potrošača širom svijeta i izazvao reakciju potrošača bez presedana.

DB: Nije li Coca -Cola jednom pokušala promijeniti svoj tajni recept? Sjećam se da mi je tata pričao nešto o tome.

TOALET: Da! Prepričavanje nezaboravnih trenutaka u istoriji brenda ne bi bilo potpuno bez spominjanja lansiranja nove koke 1985. Ono što je zanimljivo u vezi sa novom kolom kroz današnji objektiv je da je to bilo rano iskustvo za kompaniju u smislu razumijevanja da potrošač "posjeduje" brend, a ne kompanija. Negodovanje potrošača koje je na kraju dovelo do toga da je kompanija vratila Coca-Colu 'Classic' bila je vrijedna, rana lekcija koja je za nas posebno primjenjiva u današnjem digitalno omogućenom, društveno umreženom okruženju potrošača.

DB: Koka -kola se definitivno vratila! U stvari, Coca -Cola se uspjela promijeniti i prilagoditi modernoj kulturi, dok je ostala ista: postoji li tajna u tome?

TOALET: Kad Coca-Cola bude u najboljem izdanju, možemo koristiti prividne paradokse u svoju korist. Na primjer, oboje smo globalno prošireni (Coca-Cola je sada dostupna u više od 200 zemalja) i lokalno smo relevantni (imamo lokalne operacije na terenu u tim zemljama). Na isti način, Coca-Cola je dosljedna više od 125 godina & mdash ista marka marke, ista tajna formula, isto pozicioniranje robne marke & mdash ipak njeno prisustvo širom svijeta uvijek nastoji biti relevantno i odražavati kulturu i vrijeme, s nemilosrdno optimizmom gledište.

DB: Iako je marka Coca Cole velika, u našoj ordinaciji ćete vjerojatnije vidjeti Diet Coca na našim stolovima. Trebamo li razmisliti o tome da napravimo još jednu knjigu za dijetalnu verziju?

TOALET: Dijetalna koka kola vrlo je važan dio zaštitnog znaka Coca-Cole, kao i kokain nula. No, marka Diet Coke je adolescent u odnosu na marku Coca-Cola sa "samo" 29 godina povijesti. Tako bi ta knjiga bila malo tanja!


Coca-Cola: Služi za najbolju modu od 1886

Dobro došli natrag u Knjižni kutak g. Blasberga, gdje naš glavni urednik Derek Blasberg bira ono što čita sedmica i upoznaje autora. Ove sedmice razmatramo nešto što je u suštini američko: Coca-Cola.
Brend sode, koji ove godine slavi 125. godišnjicu, izlazi s tomom,
Koka kola, posvećen utjecaju kojeg je omiljeno američko gazirano piće ostavilo na kulturni krajolik. Iako većina nas koji se bavimo modom obično konzumiramo stvari koje nosimo, Coca-Cola (i dijetalna koka-kola) također su bili dio naše dnevne rutine koliko i vrećica i proljetni trendovi. Salvador Dali i Andy Warhol samo su neke od svjetskih umjetničkih legendi koje su dodale bocu koka -kole u svoj rad. Ovdje Blasberg razgovara s Wendy Clark, višom potpredsjednicom kompanije Coca-Cola.

Derek Blasberg: Moram priznati da nikada nisam shvatio koliko je slika Coca-Cole sveprisutna u svijetu. Jeste li toga bili svjesni prije nego što ste zamoljeni da pregledate ovu knjigu? Koja su vaša lična sjećanja na kokain?

Wendy Clark: Od prvog dana, kao zaposlenik Coca-Cole, vrlo ste svjesni nevjerovatno bogatog naslijeđa kompanije. Na svakom koraku u našim zgradama postoje podsjetnici, obilazimo naše arhive, a naši lideri rutinski spominju našu prošlost kao temelj naše budućnosti. Zaista, odmah iza ugla našeg sjedišta nalazi se atrakcija World of Coca-Cola koja sadrži preko 1.200 artefakata iz cijelog svijeta. Imam mnogo ličnih uspomena na Coca-Colu iz djetinjstva: vremena sa prijateljima, porodicom, na fakultetu, na plaži.

DB: Kao i modni brendovi, Coca Cola je imenska marka sa logotipom koji svi žele. Da li biste rekli da je Coca-Cola poput gaziranih pića Ralph Lauren? Šta još simbolizira?

TOALET: U svojoj srži, Coca-Cola je inkluzivna, sveprisutna i neumoljivo optimistična. To je trenutak sreće, stanka koja osvježava. Velik dio uspjeha Coca-Cole može se pripisati njezinoj strogoj dosljednosti: marka marke (spencerijsko pismo, crvena boja, bijela dinamička vrpca) i ono za šta se zalaže (svjetionik optimizma u svijetu) nisu se promijenili 125 godina.

DB: Andy Warhol, Naomi Campbell, Salvador Dali, pa čak i Ray Davies iz benda The Kinks pričali su, pozirali, slikali ili pjevali o ovom piću. Zašto mislite da je izazvao tako snažnu, brzu reakciju?

TOALET: Jedan od najtrajnijih i najsnažnijih atributa Coca-Cole je njegova pristupačnost, a samim tim i povezanost. Andy Warhol je zapravo rekao: "Ono što je sjajno u ovoj zemlji je to što je Amerika započela tradiciju u kojoj najbogatiji potrošači kupuju u osnovi iste stvari kao i najsiromašniji. Možete gledati televiziju i vidjeti Coca-Colu, a znate da je predsjednik pije Coca Colu, Liz Taylor pije Coca Colu, i samo pomislite, možete i Coca-Colu piti. Sve koke su iste i sve su dobre. Liz Taylor to zna, predsjednik to zna, klošar to zna, a vi to znate. "

DB: Andy ima pravo! Dugovječnost je teška u bilo kojoj industriji, ali Coca -Cola izgleda dobro jer ima 125 godina. Gledajući unatrag, koji su bili neki od najznačajnijih trenutaka u istoriji pića?

TOALET: Ukazao bih na trenutke u kojima je Coca-Cola imala kulturno gledište. Nesumnjivo jedna od najvećih prekretnica za kompaniju bila je kada se Robert Woodruff (predsjednik kompanije Coca-Cola 1923-1954) obavezao da će svaka geografska oznaka u Drugom svjetskom ratu imati pristup Coca-Coli za nikl. Do kraja rata poslužili smo geografskim oznakama više od pet milijardi boca Coca-Cole i upoznali svijet, izvan SAD-a, s odličnim okusom Coca-Cole. Ovo bi dalje predstavljalo osnovu naše globalne ekspanzije. Od 1928. godine, kada su održane u Amsterdamu, Coca-Cola je bila najduži kontinuirani sponzor Olimpijskih igara. Slično, 1920-ih godina Coca-Cola je postala jedan od prvih oglašivača na Times Squareu. Naše prisustvo traje i danas s prednošću digitalne tehnologije koja šalje sadržaj u stvarnom vremenu na naš ekran, koji je još uvijek na Times Squareu, a sada u potpunosti radi na vjetar.

DB: Brend definitivno zna ponešto o marketingu.

TOALET: Coca-Colin TV oglas na Hilltop-u ranih 1970-ih i Mean Joe Greene TV oglas u kasnim 1970-im dosljedno se svrstavaju među najuspješnije, ikonične i trajne oglase svih vremena. Hilltop je predstavljao veliku grupu mladih ljudi iz cijelog svijeta koji su se okupili na vrhu brda u Italiji da pjevaju jednostavnu pjesmu pod nazivom "Htio bih kupiti svijetu kokain". Postigao je jedinstven akord kod potrošača širom svijeta i izazvao reakciju potrošača bez presedana.

DB: Nije li Coca -Cola jednom pokušala promijeniti svoj tajni recept? Sjećam se da mi je tata pričao nešto o tome.

TOALET: Da! Prepričavanje nezaboravnih trenutaka u istoriji brenda ne bi bilo potpuno bez spominjanja lansiranja nove koke 1985. Ono što je zanimljivo u vezi sa novom kolom kroz današnji objektiv je da je to bilo rano iskustvo za kompaniju u smislu razumijevanja da potrošač "posjeduje" brend, a ne kompanija. Negodovanje potrošača koje je na kraju dovelo do toga da je kompanija vratila Coca-Colu 'Classic' bila je vrijedna, rana lekcija koja je za nas posebno primjenjiva u današnjem digitalno omogućenom, društveno umreženom okruženju potrošača.

DB: Koka -kola se definitivno vratila! U stvari, Coca -Cola se uspjela promijeniti i prilagoditi modernoj kulturi, dok je ostala ista: postoji li tajna u tome?

TOALET: Kad Coca-Cola bude u najboljem izdanju, možemo koristiti prividne paradokse u svoju korist. Na primjer, oboje smo globalno prošireni (Coca-Cola je sada dostupna u više od 200 zemalja) i lokalno smo relevantni (imamo lokalne operacije na terenu u tim zemljama). Na isti način, Coca-Cola je dosljedna više od 125 godina & mdash ista marka marke, ista tajna formula, isto pozicioniranje robne marke & mdash ipak njeno prisustvo širom svijeta uvijek nastoji biti relevantno i odražavati kulturu i vrijeme, s nemilosrdno optimizmom gledište.

DB: Iako je marka Coca Cole velika, u našoj ordinaciji ćete vjerojatnije vidjeti Diet Coca na našim stolovima. Trebamo li razmisliti o tome da napravimo još jednu knjigu za dijetalnu verziju?

TOALET: Dijetalna koka kola vrlo je važan dio zaštitnog znaka Coca-Cole, kao i kokain nula. No, marka Diet Coke je adolescent u odnosu na marku Coca-Cola sa "samo" 29 godina povijesti. Tako bi ta knjiga bila malo tanja!


Coca-Cola: Služi za najbolju modu od 1886

Dobro došli natrag u Knjižni kutak g. Blasberga, gdje naš glavni urednik Derek Blasberg bira ono što čita sedmica i upoznaje autora. Ove sedmice razmatramo nešto što je u suštini američko: Coca-Cola.
Brend sode, koji ove godine slavi 125. godišnjicu, izlazi s tomom,
Koka kola, posvećen utjecaju kojeg je omiljeno američko gazirano piće ostavilo na kulturni krajolik. Iako većina nas koji se bavimo modom obično konzumiramo stvari koje nosimo, Coca-Cola (i dijetalna koka-kola) također su bili dio naše dnevne rutine koliko i vrećica i proljetni trendovi. Salvador Dali i Andy Warhol samo su neke od svjetskih umjetničkih legendi koje su dodale bocu koka -kole u svoj rad. Ovdje Blasberg razgovara s Wendy Clark, višom potpredsjednicom kompanije Coca-Cola.

Derek Blasberg: Moram priznati da nikada nisam shvatio koliko je slika Coca-Cole sveprisutna u svijetu. Jeste li bili svjesni toga prije nego što ste zamoljeni da pregledate ovu knjigu? Koja su vaša lična sjećanja na kokain?

Wendy Clark: Od prvog dana, kao zaposlenik Coca-Cole, vrlo ste svjesni nevjerovatno bogatog naslijeđa kompanije. Na svakom koraku u našim zgradama postoje podsjetnici, obilazimo naše arhive, a naši lideri rutinski spominju našu prošlost kao temelj naše budućnosti. Zaista, odmah iza ugla našeg sjedišta nalazi se atrakcija World of Coca-Cola koja sadrži preko 1.200 artefakata iz cijelog svijeta. Imam mnogo ličnih uspomena na Coca-Colu iz djetinjstva: vremena sa prijateljima, porodicom, na fakultetu, na plaži.

DB: Kao i modni brendovi, Coca Cola je imenska marka sa logotipom koji svi žele. Da li biste rekli da je Coca-Cola poput gaziranih pića Ralph Lauren? Šta još simbolizira?

TOALET: U svojoj srži, Coca-Cola je inkluzivna, sveprisutna i neumoljivo optimistična. To je trenutak sreće, stanka koja osvježava. Velik dio uspjeha Coca-Cole može se pripisati njezinoj strogoj dosljednosti: marka marke (spencerijsko pismo, crvena boja, bijela dinamička vrpca) i ono za šta se zalaže (svjetionik optimizma u svijetu) nisu se promijenili 125 godina.

DB: Andy Warhol, Naomi Campbell, Salvador Dali, pa čak i Ray Davies iz benda The Kinks pričali su, pozirali, slikali ili pjevali o ovom piću. Zašto mislite da je izazvao tako snažnu, brzu reakciju?

TOALET: Jedan od najtrajnijih i najsnažnijih atributa Coca-Cole je njegova pristupačnost i stoga njena povezanost. Andy Warhol je zapravo rekao: "Ono što je sjajno u ovoj zemlji je to što je Amerika započela tradiciju u kojoj najbogatiji potrošači kupuju u osnovi iste stvari kao i najsiromašniji. Možete gledati televiziju i vidjeti Coca-Colu, a znate da je predsjednik pije Coca Colu, Liz Taylor pije Coca Colu, i samo pomislite, možete i Coca-Colu piti. Sve koke su iste i sve su dobre. Liz Taylor to zna, predsjednik to zna, klošar to zna, a vi to znate. "

DB: Andy ima pravo! Dugovječnost je teška u bilo kojoj industriji, ali Coca -Cola izgleda dobro jer ima 125 godina. Gledajući unatrag, koji su bili neki od najznačajnijih trenutaka u istoriji pića?

TOALET: Ukazao bih na trenutke u kojima je Coca-Cola imala kulturno gledište. Nesumnjivo jedna od najvećih prekretnica za kompaniju bila je kada se Robert Woodruff (predsjednik kompanije Coca-Cola 1923-1954) obavezao da će svaka geografska oznaka u Drugom svjetskom ratu imati pristup Coca-Coli za nikl. Do kraja rata poslužili smo geografskim oznakama više od pet milijardi boca Coca-Cole i upoznali svijet, izvan SAD-a, s odličnim okusom Coca-Cole. Ovo bi dalje predstavljalo osnovu naše globalne ekspanzije. Od 1928. godine, kada su održane u Amsterdamu, Coca-Cola je bila najduži kontinuirani sponzor Olimpijskih igara. Slično, 1920-ih godina Coca-Cola je postala jedan od prvih oglašivača na Times Squareu. Naše prisustvo traje i danas s prednošću digitalne tehnologije koja šalje sadržaj u stvarnom vremenu na naš ekran, koji je još uvijek na Times Squareu, a sada u potpunosti radi na vjetar.

DB: Brend definitivno zna ponešto o marketingu.

TOALET: 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: Da! 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,
Koka kola, 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: Da! 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,
Koka kola, 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: Da! 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,
Koka kola, 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: Da! 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,
Koka kola, 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: Da! 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,
Koka kola, 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: Da! 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,
Koka kola, 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: Da! 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!


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