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The Coca-Cola sign in Punto Obelisco is an animated LED sign in front of the Obelisk of Buenos Aires. It consists of two large screens located over the facade of a building in Diagonal Norte and Carlos Pellegrini streets. The first screen is 21 x 21 meters and the second one is 6 x 21 meters. There has been a Coca-Cola sign in the location for fifty years, but this is the first one that uses LED technology.
Coca-Cola, or Coke, is a carbonated soft drink manufactured by The Coca-Cola Company. Originally intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century. The drink's name refers to two of its original ingredients: coca leaves, and kola nuts. The current formula of Coca-Cola remains a trade secret, although a variety of reported recipes and experimental recreations have been published.
Punto Obelisco is a zone around the Obelisk of Buenos Aires and the Plaza de la República. It is a project held by the city's government in order to enrich the surroundings of the monument and to make it the center of entertainment in the city. A zone combining the theatres avenue and the lights of LED signs taking inspiration from Times Square in New York City, the Shibuya Crossing in Tokyo and Picadilly Circus in London and runs through Avenida 9 de Julio between Rivadavia Avenue and Córdoba Avenue. It also includes a ticket sales stand.
