Wednesday, May 16, 2012

Through My Lens: Inside World of Coca-Cola and The Vault of The Secret Formula

The Bluebird of Happiness has landed on liquid happiness. This Mother's day I was invited by World of Coca-Cola to visit their newest attraction The Vault of The Secret Formula. The formula for Coca-Cola is the most closely guarded secret in the history of American commerce. For the first time in over 85 years, the 125 year old formula is guarded in a new location. The secret formula was moved from a bank vault in Atlanta to the World of Coca-Cola and hidden in plain sight, in a brand new exhibit, where visitors can experience the world's most recognized brand like never before. 

The below clip shows how the tour unfolds. Visitors step through a huge vault door and are transported into a tale about the mysterious trade secret in history. It's contains stories, games, and installations allowing participants to directly interact with the mysticism surrounding the legendary formula.

"The move of the Coca-Cola secret formula is a historic moment for the Company," said Phil Mooney, Director of Archives, The Coca-Cola 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."

After Dr. John S. Pemberton invented Coca-Cola in 1886, the formula was kept a close secret, only shared with a small group and not written down. In 1891, Asa Candler became the sole proprietor of Coca-Cola after purchasing the rights to the business. Then, in 1919, Ernest Woodruff and a group of investors purchased the Company from Candler and his family. To finance the purchase Woodruff arranged a loan and as collateral he provided documentation of the formula by asking Candler's son to commit the formula to paper. This was placed in a vault in the Guaranty Bank in New York until the loan was repaid in 1925. At that point, Woodruff reclaimed the secret formula and returned it to Atlanta and placed it in the Trust Company Bank, now SunTrust, where it remained until its recent move to the World of Coca-Cola.



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