Coca-Cola Drapes Office with $810,000 Screen
The Atlanta-based soft drink company prepares for its 125th anniversary celebration.
Photos
Update: Watch the first illumination of the tower here: http://CokeURL.com/trac - and Coke's live stream of their 125th anniversary concert here: http://CokeURL.com/g8aj
Coke-alohics everywhere rejoice!
The Coca-Cola Company, arguably the inventor of Atlanta's favorite beverage, is nearing their 125th anniversary and has big plans for celebrating.
The company was founded on May 8, 1886.
After covering the city's billboards announcing the company's 125 years in business, Coca-Cola's found another canvas -- their 29-story office building on North Avenue.
Midtowners might have noticed a large white sheet covering three sides of Coca-Cola's North Avenue office tower.
Midtown Patch learned Wednesday that the soft drink giant filed a permit with the city of Atlanta on April 28 for the construction of the "wall sign."
Permitting fees total $210,000 and the estimated cost of the sign is $600,000, according to the permit.
A visit to the company's headquarters Thursday revealed the fourth side of the office building also will be covered. That day, workers were laying out the materials.
Midtown Patch spoke to Mike Taylor, a Coca-Cola employee, about the white drapes.
"Coca-Cola is going to project images of the company's history and stuff," Taylor said.
Coca-Cola will hold a concert on Saturday, May 7, at Pemberton Place in downtown Atlanta. Ryan Seacrest will host the event, according to the company's Facebook page. The event is not open to the public.
The post says "Coca-Cola appreciators" are invited to watch a live stream of the concert from noon to 4:00 p.m. Artists including One Night Only, Natasha Bedingfield, Ne-Yo, K'Naan and Kelly Clarkson will perform.
"We're inviting the world to join us in our backyard for an afternoon of happiness," the company said on its Facebook page.
Muhtar Kent, chairman and chief executive officer of The Coca-Cola Company, said in a release Wednesday the company will host events throughout the year to thank lovers of Coke worldwide.
"We would not have reached this milestone without those who love our brands, because everyone who has enjoyed a Coca-Cola in the past 125 years has played a part in helping us refresh the world," Kent said in a release on the company's website.
The Coca-Cola Company was contacted several times for a comment, but did not immediately respond.
valerie cooper
8:43 pm on Thursday, May 5, 2011
I just read the Coke is taking a price increase... Now I read they are investing 810,000+ dollars on a party to congratulate themselves on 125 years. How about a free coke for all of the people that paid the tab on the party...
Paul
11:32 pm on Thursday, May 5, 2011
$210k in permitting fees to the City of Atlanta (I'm assuming) and $600k in costs for a sign (aka jobs and materials) I'd say we need more companies like Coca Cola in Atlanta. Why people demand companies to clamp down on spending during a bad economy is beyond me. Time doesn't lift you out of a recession, spending does.
Derek B. Cook
10:20 am on Friday, May 6, 2011
Recently, on a business trip in Rochester, NY, I had a discussion with a colleague based out of Syracuse how she had to have her Pepsi. I explained, I was from Atlanta, that Coke is HQed there and it is all about Coke! Love Coke Zero and Diet Barq's! Here's to another 125 years Coke!
(And that $210K to the government to hang material on their own building??? Where is the outage at another example of government run amuck!)