Editor’s Note: Earlier this year,
Advertising slogans are a part of everyday life for consumers around the world, and Coca-Cola has produced some great ones throughout our nearly 130-year history.
Our very first ad was published in the Atlanta Journal newspaper on May 29, 1886, a few short weeks after the drink was first served in Jacobs’ Pharmacy. The ad featured one of our longest-running slogans: “Delicious and Refreshing.” Those two words appeared on almost every ad or piece of merchandise (trays, clocks, etc.) until 1920.
While these wordy slogans were in line with the advertising of the day, the company’s president, Asa Candler, and head of advertising, Samuel Candler Dobbs, spotted the trend toward national magazine advertising with the standardisation of four-colour printing, which rendered more visually dynamic ads than their black-and-white predecessors.
this enhanced advertising, Candler and Dobbs hired the D’Arcy agency from St.
Louis. D’Arcy was significant in helping to create a brand identity for
Coca-Cola. W.C. D’Arcy was associated with
Together with his creative director, Archie Lee, he crafted some of the greatest slogans in advertising history. While “Delicious and Refreshing” was part of the plan D’Arcy’s first big change was to add an arrow to all the advertising and packaging while adding the slogan, “Whenever You See an Arrow, Think of Coca-Cola.”
In 1907 they added the slogans “Good to the Last Drop,” (yes, we beat Maxwell House with this one) to the advertising. The team hit their stride by the 1920s when they created the “Thirst Knows No Season” (1922) and our longest-running tagline, “The Pause That Refreshes” (1929). That campaign was used in one form or another for almost three decades.
Advertising began to change after World War II, when music and sung jingles played an increasingly important role in campaigns. Slogans became shorter to fit into a catchy melody.
Coca-Cola began to look for another agency who specialised in the modern radio
and television advertising. In 1956, McCann Erickson was named the lead
worldwide advertising agency for
In 1963, Bill Backer, creative director for McCann, penned the jingle “Things Go Better with Coke,” and had the Limeliters record a demo in a run-down apartment on 57th Street in New York City. Backer had to splice together several tapes, and you could still hear several flaws in the recording. The company loved it and used that demo for the next six years! Backer also developed the slogan, “It’s the Real Thing,” for which he and his team wrote “I’d Like to Buy the World a Coke” in 1971.
By 1993, with
the constant evolution of advertising, The
have always been a staple of
their very nature, are supposed to be “mindstickers” or “earworms.” The purpose
of advertising is to make people associate a slogan with a brand.
Ted Ryan is director of Heritage
Communications at The
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