When you think of Coca-Cola, what comes to mind? It wouldn’t be surprising if you thought first of Coke ads. In the history of advertising, perhaps no other company has had such a strong and continuous impact on society through advertising. Not only have Coke’s ads been successful at selling its soft drinks, but decade after decade Coca-Cola’s ads and campaigns have influenced our very culture by making their way into the hearts and minds of consumers.
1. Early years: Satisfying hydration needs. Various ad slogans from Coca-Cola’s early years revolve around the functional benefit of thirst quenching. These include: •Good ‘till the last drop.
•Thirst knows no season.
•Pure drink of natural flavors.
•The pause that refreshes.
Sometime around the mid-1900s, Coca-Cola added to the idea of refreshment. One of the common themes of its ad during this period is that of Coca-Cola enhancing life: •The best friend thirst ever had.
•Coca-Cola goes along.
•Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola. •Where there’s Coca-Cola, there’s hospitality.
•Coca-Cola…along the highway to anywhere.
•What you want is Coca-Cola.
•Things go better...