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Coca-Cola is one of the most persistent and well-loved brands in history. It is one of the longest surviving brands, and thus considered among the most successful companies ever. The reason in part of this, is their strong advertising and marketing. Coca-Cola has always relied in advertising to promote and market their brand, and this is why they are always on top of their game, after having been in the market for more than a century! Coca-Cola advertising has indeed greatly affected American pop culture, and even the whole world.
Here is a collection of the best Coca-Cola Advertising from its early days in the 1880′s up until now. Enjoy!
It was the eventful date of May 8, 1886, where it all started. John Pemberton sold his first Coca-Cola drink at a soda fountain in Jacob’s Pharmacy, Atlanta. Subsequently he published the first Coca-Cola advertisement in the Atlanta Journal.
Image by Georgia Info
There is little creativity found in the first ad, just some text. No artsy fonts, no images, no gimmicks. The first newspaper ad showed the company’s first (and definitely the last) tagline: ‘Delicious! Refreshing! Exhilarating! Invigorating!’
Soon afterwards, John Pemberton ran a longer and more persuasive newspaper ad. It still promoted the drink as a ‘delicious, exhilarating, refreshing and invigorating’ drink, but added more promises that the drink is an ‘intellectual beverage’, ‘temperance drink’, ‘brain tonic’, and it even claims to be able to cure ‘headache, neuralgia, hysteria, melancholy’ and more.
Photo by Georgia Info
Of course, these claims are not plausible, but a hundred years before there were no organizations that regulated advertising and the false advertising laws were pretty much non-existent. Newspapers during this era were full of fraudulent advertising by quack doctors and scam artists.
Coca-Cola advertising during the early 1900′s relied on young women as their spokespersons. The first spokesperson of Coca Cola is model Hilda Clark.
Coca-Cola is often credited for creating the image of the modern Santa Claus as an old, jolly and fat man in a red and white suit. Coca-Cola did invent the red-and-white jolly Santa during the 1930′s, the illustration done by Haddon Sundblom. Before Santa, pretty young women were used to endorse Coca-Cola.
Photo by The Coca-Cola Company
The image of Coca-Cola Santa Claus appeared through their advertisements for three decades. Because of Coca-Cola advertising, the Santa Claus we all know and love today came into being. Before Coca-Cola’s Santa, the image of Santa is somewhat varied, he can be big, small, fat, elf-like, lovable, old, young, etc. He has worn all kinds of suits, even donning a priest’s robe or even huntsman animal skin.
Photo by The Coca-Cola Company
Until the 1970′s most people enjoyed cola in ice cream parlors or the local soda fountain. The soda fountain counter was a place for socializing with other people. However, at this point in time the fountain was already declining in popularity as bottled drinks and commercialized fast food quickly rose to popularity. As you can see previously, until the 1960′s Coca-Cola advertising shows people holding their drink in a glass rather than the iconic bottle.
Photo by Dir Journal
Photo by DIR Journal
In 1969, They released their new advertising slogan ‘It’s the real thing.’ The campaign now centers on the Coca-Cola bottle itself.
It was during this era that Coca-Cola went global. The company has now spread to 163 countries worldwide. Year after year, it has captured new markets such as Macau, Turkey, Paraguay, the Philippines, to name a few. Not only this, Coca-Cola has expanded into many different flavors such as Fanta and Sprite.
With the swift expansion, Coca-Cola went with a massive advertising campaign. Coca-Cola always believed in advertising. The international appeal of Coke was shared in their advertising with the slogan: ‘I’d Like to Buy the World a Coke’.
The advertisement appeared in 1971 and later became the basis of the song ‘I’d Like to Teach the World to Sing’ by the New Seekers. The advertisement was considered one of the most loved and influential TV ads in history.
This decade marked the birth of the diet Coke.
This decade also marked the introduction of the New Coke. It was a desperate effort after Coca-Cola saw a drastic decline in sales and the increased competition from Pepsi. The company execs responded by changing the formula of Coke. On tests, people favored the new taste. But in reality, people hated it. People missed the classic taste of Coke, and there were 8,000 calls, complaints and constant angry letters everyday.
New Coke is considered to be one of the company’s biggest blunder in history. The problem was not the taste, but maybe because it broke tradition. Many Coke lovers were attached to the familiar and well-loved taste that was Coke. Thus, Coke admitted their mistake and announced that it will be using its former recipe again.
Photo by SA Steve
Aside from Santa Claus, one of Coca-Cola’s most memorable symbols of the company,is the animated Polar Bear. It came from the Northern Lights advertising campaign. The first ad featured polar bears watching a ‘movie’, a play of aurora borealis while drinking Coca-Cola.
Photo by Presidia Creative
The Coke Side of Life
The ad campaign was launched in 2006 and it’s main theme centers around people drinking Coke and feeling happy and positive. You drink Coke, you feel good. The campaign has optimistic and positive vibes, and it captures the very essence of life. It encourages people to love spontaneity and to see the world in full color.
Photo by Coca-Cola Art
The Happiness Truck and the Happiness Machine
Among Coke’s most successful endeavors of today is the ‘Happiness Machine’, or in some countries, the ‘Happiness Truck’. Coca-Cola is grounded in its heritage, at the same time, showed that it can keep up with the times. The Happiness machine uses elements of both guerilla marketing and viral advertising by using ‘YouTube’.
Coca-Cola decided to own a word, and that word is ‘Happiness’. Here are some clips of the ad that appeared online:
Coca-Cola implemented the Happiness Machine in various places and campuses including London, India, Germany, Hungary, Hong Kong and more. The Happiness Truck appeared in various countries like Rio de Janeiro and the Philippines. You can see in the videos the authentic happiness the people get when they receive their Coke surprise.
Two centuries ago in 1886, Coca-Cola was born in a tiny pharmacy in 1886. Now, Coca-Cola still continues to provide magic to everyone who drinks Coke. It has expanded globally to the most far-reaching places, offering 500 brands and products to the world. Coca-Cola is one of the most well-loved brand today, and it continues to serve more than 1.7 billion servings in one day.
Coke has now more than a dozen flavors including Diet Cola, Coke Zero, Coke Cherry, Vanilla, Citra and so much more . Products by Coca-Cola are now over 3,500 including A&W, Dr. Pepper, Real Gold, Royal Tru, Lift, Ponkana, Minute Maid, Fanta, Earth and Sky and Eight O’Clock. What is next for Coca-Cola? Who knows.
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Rachel Arandilla is a curious subject -- she appreciates things that are quirky & clever. She loves spontaneity and adventure. She is a carefree soul, has a deep love for travel, culture and languages. And she's beginning to wonder she keeps on referring to herself in third person perspective.
Friday, January 13th, 2012 05:14
This is cool. I like their most recent campaign with the names on the bottles as well. Even if people make fun of it a bit, they are still buying coke!
Wednesday, December 7th, 2011 20:28
the ads are really superb and as sweet as coke :) old is gold
Wednesday, August 24th, 2011 00:32
They have done such a good job of getting to the top and staying there, its pretty inspiring stuff. Making Santa a spokesperson for their product is pretty impressive as well, I have heard many rumours that Coke “invented” modern day Santa, so they are still getting advertising from that particular campaign.
Thursday, August 18th, 2011 19:03
Never knew about Coca Cola changing the face of Santa Claus. Really cool piece of history. Love the polar bear ads as well!
Wednesday, June 29th, 2011 20:38
nice !!! very good. I like COCACOLA and PEPSI
Thursday, June 16th, 2011 12:31
Muy interesante! Me gustaron los videos.. sobre todo el del camion jaja
Friday, June 3rd, 2011 20:44
Great brand always kept in touch and set standards. The polar bears always brought a smile to my face!
Excellent work on the article showing the way the brand has progressed. Now only if I worked for a company like this :)
Friday, June 3rd, 2011 10:32
I’ve always looked up to the Coca Cola marketing. They always seem to nail it and make iconic advertisements & they make such an impression. Most of the people I know don’t consider it christmas until the Coca Cola advert has come on the TV!
It’s a brand that’s going to be with us till the end of time, but if they keep marketing like this, I’m glad of it.
Wednesday, June 1st, 2011 10:25
Evolution of CocaCola’s Ad ;)… wonderful … its nice to see the changing styles of such a nice brand. i love coke ;)… Thank you very much for such nice sharing. Remember the old days :)
Tuesday, May 31st, 2011 12:30
It’s great to see the progression of such a large brand
Monday, May 30th, 2011 21:40
I always found fascinating that Coca Cola had given us the Santa Claus we now know.
Now, even if the article is about advertising, there should also be a note about the fact that Coca Cola benefited from the very clever use of the shape of their bottle. It falls into industrial design, but it became such an iconic graphic element that it cannot be forgotten. Everyone knows which bottle it is by just the silhouette.
The other thing that helped Coca Cola reach the world was World War two, when they advance along with the allies through Europe… but that’s a whole other story… plus the addictive effect that coca, and then coffee, has on its consumers…
Sunday, May 29th, 2011 11:00
I think that the most successful way of Coca-Cola – it is an advertisement soda with Santa Claus. Because Christmas always leaves an impression on people. It is a festival which is celebrated in every country.
Sunday, May 29th, 2011 09:04
I remember some old tv commercials when I was growing up. I remember the I’d like to by the world a Coke ones. They were classics and the good old days. The newer polar bear ones are pretty cool too. Although I haven’t seen them for a while now. Still some old collector items out there yet I’m sure.
Sunday, May 29th, 2011 00:30
Very insightful article. Especially interesting to note all the culture that coke has given to the world and how it has shaped it. And it also inspired that nice song…”I’d like to teach the world to sing”…wow!
Saturday, May 28th, 2011 23:26
Never knew the changed the ‘flavor’ in the 80s.
Anyone notice that they brought back the retro pepsi can? wonder if coca-cola will do the same with maybe their classic “coke” 80s cans.
Wednesday, October 12th, 2011 13:00
matt with the hat, and the black and white cat
Saturday, May 28th, 2011 14:50
It’s amazing to see everything laid out like this and see how much it has changed, or had to keep up through the different periods. I’ve always loved the Coca-Cola brand, and must agree that my favorite was the polar bears.
Saturday, May 28th, 2011 14:44
I have always been a coke-o-holic. Their ads have always been wholesome but amazing. It goes directly to the heart of their consumers. I used to have those card collectibles from coke that features their old ads. I think there was even an ad with Marilyn Monroe in it.
Friday, May 27th, 2011 16:22
Wow, Rachel – incredible collection, I must say. I was always fond of Coca-Cola advertisement in the past, but needless to say, never saw some of their older stuff.
Ana
Friday, May 27th, 2011 19:51
Coca-Cola is an awesome brand, but not without It’s blunders. It’s great that they stick with their classic logo on their main drink, but It’s still interesting that they get mixed success with their other designs.
Friday, May 27th, 2011 14:54
I allays loved advertisements of Coca-Cola, thanks for this great tribute, my favorite is polar bears of 1993.
Monday, March 26th, 2012 08:53
coca-cola my favorite drink! (y)
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Sandra
Friday, May 27th, 2011 14:54
I allays loved advertisements of Coca-Cola, thanks for this great tribute, my favorite is polar bears of 1993.
Juitha
Monday, March 26th, 2012 08:53
coca-cola my favorite drink! (y)
Ray
Sunday, May 29th, 2011 09:04
I remember some old tv commercials when I was growing up. I remember the I’d like to by the world a Coke ones. They were classics and the good old days. The newer polar bear ones are pretty cool too. Although I haven’t seen them for a while now. Still some old collector items out there yet I’m sure.
Antown
Sunday, May 29th, 2011 11:00
I think that the most successful way of Coca-Cola – it is an advertisement soda with Santa Claus. Because Christmas always leaves an impression on people. It is a festival which is celebrated in every country.
Michelle
Monday, May 30th, 2011 21:40
I always found fascinating that Coca Cola had given us the Santa Claus we now know.
Now, even if the article is about advertising, there should also be a note about the fact that Coca Cola benefited from the very clever use of the shape of their bottle. It falls into industrial design, but it became such an iconic graphic element that it cannot be forgotten. Everyone knows which bottle it is by just the silhouette.
The other thing that helped Coca Cola reach the world was World War two, when they advance along with the allies through Europe… but that’s a whole other story… plus the addictive effect that coca, and then coffee, has on its consumers…
Sandeep Pinge
Sunday, May 29th, 2011 00:30
Very insightful article. Especially interesting to note all the culture that coke has given to the world and how it has shaped it. And it also inspired that nice song…”I’d like to teach the world to sing”…wow!
Matt
Saturday, May 28th, 2011 23:26
Never knew the changed the ‘flavor’ in the 80s.
Anyone notice that they brought back the retro pepsi can? wonder if coca-cola will do the same with maybe their classic “coke” 80s cans.
barbra
Wednesday, October 12th, 2011 13:00
matt with the hat, and the black and white cat
Yuriy Zaremba
Friday, May 27th, 2011 19:51
Coca-Cola is an awesome brand, but not without It’s blunders. It’s great that they stick with their classic logo on their main drink, but It’s still interesting that they get mixed success with their other designs.
Ana
Friday, May 27th, 2011 16:22
Wow, Rachel – incredible collection, I must say. I was always fond of Coca-Cola advertisement in the past, but needless to say, never saw some of their older stuff.
Ana
Nick
Saturday, May 28th, 2011 14:44
I have always been a coke-o-holic. Their ads have always been wholesome but amazing. It goes directly to the heart of their consumers. I used to have those card collectibles from coke that features their old ads. I think there was even an ad with Marilyn Monroe in it.
Tara
Saturday, May 28th, 2011 14:50
It’s amazing to see everything laid out like this and see how much it has changed, or had to keep up through the different periods. I’ve always loved the Coca-Cola brand, and must agree that my favorite was the polar bears.
kropped
Tuesday, May 31st, 2011 12:30
It’s great to see the progression of such a large brand
Musa
Wednesday, June 1st, 2011 10:25
Evolution of CocaCola’s Ad ;)… wonderful … its nice to see the changing styles of such a nice brand. i love coke ;)… Thank you very much for such nice sharing. Remember the old days :)
The Tech Legion
Wednesday, December 7th, 2011 20:28
the ads are really superb and as sweet as coke :) old is gold
Dan
Friday, January 13th, 2012 05:14
This is cool. I like their most recent campaign with the names on the bottles as well. Even if people make fun of it a bit, they are still buying coke!
Robert
Wednesday, August 24th, 2011 00:32
They have done such a good job of getting to the top and staying there, its pretty inspiring stuff. Making Santa a spokesperson for their product is pretty impressive as well, I have heard many rumours that Coke “invented” modern day Santa, so they are still getting advertising from that particular campaign.
Sean
Thursday, August 18th, 2011 19:03
Never knew about Coca Cola changing the face of Santa Claus. Really cool piece of history. Love the polar bear ads as well!
Gavin
Friday, June 3rd, 2011 10:32
I’ve always looked up to the Coca Cola marketing. They always seem to nail it and make iconic advertisements & they make such an impression. Most of the people I know don’t consider it christmas until the Coca Cola advert has come on the TV!
It’s a brand that’s going to be with us till the end of time, but if they keep marketing like this, I’m glad of it.
Jay Karsandas
Friday, June 3rd, 2011 20:44
Great brand always kept in touch and set standards. The polar bears always brought a smile to my face!
Excellent work on the article showing the way the brand has progressed. Now only if I worked for a company like this :)
Fran bedia
Thursday, June 16th, 2011 12:31
Muy interesante! Me gustaron los videos.. sobre todo el del camion jaja
Ethan
Wednesday, June 29th, 2011 20:38
nice !!! very good. I like COCACOLA and PEPSI