Candler Sells Coca-Cola as Yum Yum and Koke

Asa Candler, after securing a stronger position with Coca-Cola, faced challenges in marketing the beverage effectively. He attempted to sell the drink under the names "Yum Yum" and "Koke". This strategy was part of his efforts to establish a brand identity for the product, which was still in its early stages of development. During this time, Charley Pemberton, the son of Coca-Cola's original creator, was selling a less refined version of the drink under the name "Coca-Cola". This situation created a competitive dynamic between Candler and Pemberton, as both sought to capitalize on the growing interest in carbonated beverages. However, the names "Yum Yum" and "Koke" did not resonate with consumers, leading to a lack of market traction for Candler's versions of the drink. By mid-1888, it became evident that these names were not effective in establishing a strong brand presence, prompting Candler to reconsider his marketing approach.