SALT names a new 20-acre attraction slated for downtown Atlanta

November 2nd, 2005 – SALT® Branding, a full-service branding, design, and communications firm – and the City of Atlanta recently honored the man who created one of the world’s most famous products. A 20-acre downtown area – home of the new Georgia Aquarium and future home of the new World of Coca-Cola – will be tabbed “Pemberton Place,” in memory of John S. Pemberton, the Atlanta pharmacist who invented Coca-Cola in 1886. Developed by SALT, Pemberton Place joins a roster of influential and renowned naming programs created by the San Francisco-based branding firm.

“Great brands tell great stories,” said Paul Parkin, a Principal at SALT Branding. “We created thousands of name candidates for this assignment – but we prefer real words that tell real stories. ‘Pemberton’ was our strongest recommendation because it communicates on multiple levels.”

The Coca-Cola Company donated the nine acres for what is now Pemberton Place to The Marcus Foundation three years ago for development of The Georgia Aquarium, which opened on November 23. The new World of Coca-Cola is slated to open nearby during the summer of 2007, when the company observes its 121st anniversary. The attraction will be across from Centennial Olympic Park, and within walking distance of premier Atlanta destinations including the new Georgia Aquarium, Philips Arena, CNN Center, and The Children’s Museum of Atlanta.

“Pemberton Place and the new World of Coca-Cola interactive attraction will be a living tribute to Coca-Cola’s unique ability to bring people together from all around the world,” added Rick Herrick, Principal of SALT Branding. “What better tribute than one that truly recognizes the personality responsible for one of the world’s most recognizable brands.”

At a dedication ceremony, Neville Isdell, Coca-Cola Chairman and CEO – and a Georgian and adopted Atlantan – described Pemberton as: “The perfect embodiment of creativity, innovation and good times. We think there is no better tribute to Dr. Pemberton’s spirit than to lend his name to a part of Atlanta that very soon will be known as the place for fun with friends and family.”

Atlanta Mayor Shirley Franklin, Co-Founder of The Home Depot, Inc.; and Georgia Aquarium benefactor Bernie Marcus; members of the Atlanta City Council; and other business and civic leaders attended the ceremony.

“Research revealed that ‘Pemberton’ is an elegant sounding name that brings greater depth to the great story of Coca-Cola. When people learned that Dr. Pemberton invented Coca-Cola, they literally fell in love with the name,” added Parkin.

For more information about Pemberton Place as well as plans for the new World of Coca-Cola, please visit: http://www.cocacola.com

About SALT
SALT is a full-service branding, design, and communications company that helps build leading brands. With its distinctively practical mindset, SALT provides a full range of integrated branding services including brand strategy, naming, design, communications, advertising, and corporate culture. SALT has developed leading brands and programs for a diverse set of companies ranging from Fortune 500s to VC-funded start-ups, including Avaya, Bank of Hawaii, Coca-Cola, Disney, EMBARQ, Fatbrain, Genentech, Glu Mobile, Microsoft, Mobile365, Nissan, Palm, Sprint, Wellpoint, Wi-Fi, and Xerox. SALT – the essential ingredient for branding leaders.

For more information on SALT, please contact:

Paul Parkin
SALT Branding
415.616.1506
paul@saltbranding.com