In 1886, pharmacist John Pemberton from Columbus, Georgia invented the original Coca-Cola soft drink and sold it as a medicinal beverage. Pemberton's bookkeeper, Frank M. Robinson, is credited with naming the products and creating its logo. Robinson chose the name Coca-Cola because of its two main ingredients (coca leaves and kola nuts) and because it sounded like an alliteration. John Pemberton had taken a break and left Robinson to make and promote, as well as sell Coca-Cola on his own. He promoted the drink with the limited budget that he had and succeeded.

In 1889, American businessman Asa G. Candler completed his purchase of the Coca-Cola formula and brand from Pemberton's heirs. In 1892, the Coca-Cola Company was formally founded in Atlanta by Candler. By 1895, Coca-Cola was being sold in every state in the union. In 1919, the company was sold to Ernest Woodruff's Trust Company of Georgia.

Coca-Cola's first ad read "Coca Cola. Delicious! Refreshing! Exhilarating! Invigorating!" Candler was one of the first businessmen to use merchandising in his advertising strategy. As of 1948, Coca-Cola had claimed about 60% of its market share. By 1984, The Coca-Cola Company's market share decreased to 21.8% due to new competitors, namely Pepsi.