Fifty Years of Coca-Cola Ads Venina Haley Parker Academy Furman University Fall 2001

Coca-Cola: An Advertising Genius This presentation features 50 years of Coca-Cola advertisements and historical marketing success. Many sources attribute Coca-Cola’s ad success to ALWAYS reflecting American life, culture and events in their ad campaigns.

Collage: Coca-Cola Ads

How Coca-Cola was invented The D’Arcy Advertising Era McCann Era Look Up America

Coke Adds Life and Mean Joe Greene Coke Is It! And New Coke Two Tastes and Two Campaigns Polar Bears and International Approaches

How was Coca-Cola Invented? Coca-Cola was originally a nerve tonic, stimulant and headache remedy. Prohibition in 1886 caused physician Dr. John S. Pemberton to rename and rewrite his popular formula.Dr. John S. Pemberton Renamed “Pemberton’s French Wine Cola”

The D’Arcy Era

The D’Arcy Era The successful relationship between D’Arcy and Coca- Cola begin in 1906, when the agency persuaded Coca- Cola to begin newspaper ads.

The D’Arcy Era Other ads were created as early as Coca- Cola, however, experienced historical advertising success when they paired with the D’Arcy agency.D’Arcy agency

D’Arcy agency created Coca-Cola’s first television ad in 1950, which aired on Thanksgiving Day.D’Arcy agency The television market was a struggle-since most cities did not have stations and most homes did not have televisions.

The D’Arcy Era An internal memo from 1951 validates the struggle both Coca- Cola and D’Arcy had in making television a successful market.internal memo In 1953, D’Arcy creates its first live- action television ads. These prove to be a success.first live- action television ads

From D’Arcy to McCann

McCann Era Coca-Cola switches to the McCann- Erickson agency: (D’Arcy, a major print ad agency, still had difficulties with new media, and D’Arcy dies)

McCann Era McCann launches several new campaigns: The Sign of Good TasteThe Sign of Good Taste Be Really Refreshed

McCann Era Ads rose greatly during this period. 1958: TV becomes a household fixture 1963: Things Go Better with CokeThings Go Better with Coke This campaign had world wide appealworld wide 1964: First color ad- Refrigerator Man1964Refrigerator Man 1967: Popular artists sing jinglessing jingles

McCann Era The most famous ad campaign during this time was the Hilltop commercial.Hilltop This ad featured the popular song “I’d Like to Buy the World a Coke.” (Bill Backer from Charleston, SC)

Look Up America

Look Up, America Look Up, America Coca-Cola faced a major challenge. They needed a new campaign to reflect American life. The Look Up, America campaign was a positive spin due to political uncertainty from Watergate and President Nixon’s resignation.Look Up, America

Look Up, America The ‘Look Up, America’ ads featured everyday American scenes: –Football players –Cattle herders –Country/Western singers, etc.

Look Up, America Look Up, America The Look Up, American campaign was so successful, Advertising Age magazine (1974) named Donald Keough, president Adman of the Year.Look Up, American

Coke Adds Life and Mean Joe GreenCoke Adds Life and Mean Joe Green

Coke Adds Life and Mean Joe Green Coke Adds Life and Mean Joe Green The Coke Adds Life campaign focused on the young at heart and highlighted the concept that Coca-Cola adds enjoyment to life.Coke Adds Life Coca-Cola continued to adapt campaigns to worldwide audiences.

Coke Adds Life and Mean Joe Green Coke Adds Life and Mean Joe Green ‘ Have a Coke and a Smile’ campaign: Emphasized the reliability and reward in drinking Coca- Cola. Used famous actors during this campaign. Featured people from all walks of life.

Coke Adds Life and Mean Joe Green Coke Adds Life and Mean Joe Green Mean Joe Greene was the most famous ad during this ad period.Mean Joe Greene VERY popular ad Won 1979 CLIO award International version Movie made

Coke is It and New Coke

Coke Is It! And New Coke Coke Is It! And New Coke ‘Coke Is It’ campaign emphasized the quality of taste and refreshment. Appealed to the ‘straight forward’ mood of Americans ‘Coke Is It’ also stressed the quality, the enjoyment and anticipation of drinking Coca-Cola.

Coke Is It! And New Coke Coke Is It! And New Coke New Coke (1985) ironically showed Coca-Cola that the original formula was preferred. Americans wanted the original formula. Coke responded with Coca-Cola Classic.

Two Tastes and Two Campaigns

Two Tastes and Two Campaigns Two Tastes and Two Campaigns Two campaigns had to be developed because Coke and Coca-Cola Classic were on the market. Catch the Wave (1986) campaign had a contemporary feel. It appealed to youth. Coke created a computerized spokesperson: Max Headroom. Max was incredibly popular. Coca-Cola received more calls and inquiries than for any other campaign. Voted top ad campaign in 1986

Two Tastes and Two Campaigns For Coca-Cola Classic, ‘The Red, White and You’ campaign focused on the stability of the original formula and the overwhelming support from Americans to bring it back.

Two Tastes and Two Campaigns ‘Can’t Beat the Feeling’ campaign showed Coca-Cola as part of everyday life-from a first date to family get togethers.

Polar Bears and International Approaches at the Millenium

Polar Bears and International Approaches at the Millennium ‘Always Coca-Cola’ used animated graphics. Took twelve weeks to complete one ad. The animated polar bear became another VERY popular and successful ad campaign.polar bear

Polar Bears and International Approaches at the Millennium ‘Always Coca- Cola’ continued. Used a lot of humor, music, stories, and animation first international commercial. (Coke usually made commercials for the American culture and then adapted them to various countries and cultures).first international commercial.

Polar Bears and International Approaches at the Millennium ‘Coca-Cola. Enjoy’ began the 2000 ad campaign. This campaign focused on the magic drinking Coke brings. First Experience and Snowflake ads.First Experience Snowflake

Coca-Cola, a commercial product, became a lasting symbol of American culture…

Bibliographic Index The graphic images used in this presentation were selected from several sites. The major sites were from the Library of Congress-American Memory Collection.Library of Congress-American Memory Collection EVERY graphic is LINKED to its original source. So, as you view the presentation and like the graphic, you may arrive at the site of origin to select the graphic yourself. In addition to the individual links, please find an overall index of the sites used for this Power point presentation. http;//memory.loc.gov/ammem/ccmphtml/colahist.html If you have any additional questions, please me. me.