Coca-Cola collectors, bloggers and employees from
Singapore and Malaysia recently were treated to an exclusive meet-and-greet session
with Ted Ryan, Coke’s director of heritage communications.
Ryan hosted a breakfast at the Shangri-La
Hotel in Singapore to showcase several Coca-Cola collectibles, including a Coca-Cola yo-yo set
from the 1980s and a replica of the first Coca-Cola six-pack carton from 1923,
as well as ads in Singapore from the 1950s created
in different languages to reach the country's diverse population.
The April 13 session kicked off with an
interactive quiz, which educated attendees about iconic milestones in the
brand’s history, such as the years Coca-Cola launched into space and the
Coca-Cola Polar Bear made its debut.
Prizes ranged from Coca-Cola puzzle sets to vintage
Coca-Cola straw holders, specially shipped from the Coca-Cola Store in
Atlanta. Ryan also explored the company’s longstanding
commitment to promoting active, healthy lifestyles, showing an old
Coca-Cola ad featuring a cyclist, the brand’s first celebrity
Ryan also walked the audience through product and
package innovations through the years, noting how the company has expanded its portfolio from a single beverage in a single package, to more than 3,500 choices
The highlight of the session was a charity
auction, where attendees bid on Coca-Cola collectibles such as vintage Coca-Cola
thermostats, original Coca-Cola calendars from the 1970s and an unopened
Coca-Cola centennial coffee-table book. An original piece of sheet music from the
first Coca-Cola radio show in 1927 drew the highest bid.
Proceeds from the auction went to the Singapore
Red Cross (SRC), with Coca-Cola Singapore matching dollar for dollar for a
total contribution of SGD1,300 ($1,050). The money will support the SRC’s Food
Coca-Cola Singapore organizes gatherings with
Coca-Cola collectors and bloggers at least once a year. “It was great that Coca-Cola Singapore was able to make this
event possible,” said Kannie Yeo, president, Singapore Coca-Cola Collectors
Club. “Having enthusiastic Singapore Coke Collectors meeting up with Ted was an
unforgettable moment. We learned more about the history and
heritage of Coca-Cola... there is always something new to learn.”
Coca-Cola has had a long-term relationship
with the SRC, founded in 1917. During World War I, Coca-Cola
supported Red Cross fundraising campaigns. The company works with the Red Cross
and Red Crescent in more than 50 countries globally.
“The Red Cross
has an enduring partnership with Coca-Cola, both globally and locally,” said
Chris Tan, head of fundraising, SRC. “Personally, it was exciting to have had a
glimpse of the company’s merchandize evolution over the years. The fundraising
auction is a wonderful extension of our collaboration. We look forward to
continuing our rapport with Coca-Cola, to bring greater service to vulnerable
November 2011, Coca-Cola Singapore and the Singapore Red Cross Society
announced a partnership to promote blood donation in Singapore.
“Meeting these collectors and getting to
experience their passion for everything Coca-Cola made for an inspiring morning,”
said Ryan, who blogged
about his trip on Coca-Cola Conversations. “It was a pleasure to contribute
the items for the auction to raise money for the Red Cross, but the enthusiasm
of the people was contagious and will be the memory I take away from my day in
Watch TV coverage of the
and read a local blogger’s report here.