By Pat Hong from Coca-Cola is not just a soft drink. The company are by all accounts one of the the most recognizable brands in the world. Seen to champion a universal set of values — inspirational ideas such as equality and happiness — the brand have a place in the hearts of consumers everywhere. It’s a reputation built by several decades of advertising, content, and creative ideas, consistent moments that instil a sense of brand values in the minds of consumers. To celebrate the 100th anniversary of Coca-Cola’s iconic curved bottle, momentology have collected 100 examples of brilliant marketing moments from the global super-brand.
2015 marks a momentous year for Coca-Cola. This year, the brand is celebrating the 100th anniversary of its iconic curved bottle. The curves were first introduced in 1915, after a brief from the company asking bottle manufacturers to “to submit designs for a bottle for Coca‑Cola that was so distinctive that it could be recognized by feel in the dark or identified lying broken on the ground.”
It was the Root Glass Company who conceptualized, sketched, and eventually put through a patent for the iconic curves in 2015.
The bottle has been described as the “perfect liquid wrapper” by the notable industrial designer Raymond Loewy, and has been an inspiration to artists including Andy Warhol, and the designers of the Volkswagen Beetle.
#CokeBottle100
To celebrate, Coke released an inspiring video telling the story of the bottle’s history:
There’s also a beautiful animated story detailing the “Tale of Contour”, showing the bottle truly does have a life of its own:
100 Magnificent Coca-Cola Marketing Moments
The videos are the latest in an astonishing history of memorable advertisements, thrilling TV spots, and catchy slogans; a century of inspiring messages that have made Coca-Cola the brand it is today. Such is the ubiquity of the brand around the world that ‘Coca-Cola’ itself is reportedly one of the most recognizable terms in the world, second only to the universal ‘OK’.
To illustrate how Coca-Cola have reached such great heights, Momentology has collated 100 magnificent marketing moments from the soft drink giant. In no specific order, here’s the best of an entire century of the brand’s endeavors – a truly incredible list of campaigns, advertisements, and slogans from the global super-brand. Many of the examples have played their part in defining the nature of advertising, branding, and marketing best practice.
In addition to all the examples below, we’ve put together a full playlist on YouTube.
1. ‘Open Happiness’
Uncomplicated, effective, re-iterated all over the world, and running to this day – the beautiful simplicity of the slogan (devised by Wieden+Kennedy) is a veritable endorsement of the brand’s values: universality, equality, and perhaps, what constitutes the brand’s real value proposition: a moment of happiness. (2009 — present)
2. Haddon Sunblom’s Santa Claus
Although Santa Claus had been featured in Coca-Cola’s advertising since 1920, Haddon Sunblom’s reimagining of the figure in 1931 cemented the brand’s affiliation with festivity and celebration – a tradition that lasts to this day. Sundblom drew inspiration from Clement Clark Moore’s 1822 poem “A Visit From St. Nicholas” (commonly called “ ‘Twas the Night Before Christmas”). (from 1931)
3. ‘I’d like to buy the world a Coke’
One of the most iconic television ads of all time. The advert embodied spirit of a generation, championing a growing sense of global equality. (1971)
4. Journey
Journey is a rich digital content resource, built directly into Coke’s core consumer website, and closely intertwined with the brand’s values and philosophy.
Co-Managing Editor Jay Moye said:
“At first, the vision for Journey was to be a bit higher brow, a bit more Harvard Business Review, talking about weighty issues that really impact the world and where Coke has a voice. We certainly do cover those issues still today, but the focus has shifted a bit more towards lifestyle and culture. We realize that people expect fun, smart, happy stories from Coke.”
(2012 — present)
5. Share a Coke
The landmark campaign brought mass personalization into stunning reality, achieved stunning levels of participation on social media (almost 1 billion Twitter impressions in the first year alone). Recently, Coca-Cola reported that 96 percent of consumer sentiment toward the campaign is either positive or neutral. (from 2013)
6. First Appearance of the Coca-Cola Loving Polar Bears
Showing that even those at the remotest reaches of the globe love a Coke moment. (1993)
7. Diet Coke — ‘Gardener’
The viral refresh of an iconic ’90s ad, the advertisement is a perfect example of being tuned into changing social values. One commenter described the advert to have encapsulated a new female archetype “the impulsista”. (2013)
8. Content Plan 2020
While the high-level marketing strategy doesn’t exactly target the mass market, it does provide an incredible vision of the brand’s future, and how a brand can look to create an inspirational brand experience via content.
Part 1:
Part 2:
9. Mean Joe Green
Another unforgettable ad, it single-handedly changed “Mean” Joe Green’s reputation in one day. A perfect example of engaging, creative, star endorsements. (1970)
10. ‘It’s the real thing. Drink Coke.’
As the documentary Helvetica explains, the brand’s bold overhaul of their typeface didn’t leave any questions unanswered. “The real thing”. Period. (1970)
As the documentary 11. ‘Three Million a Day’
Coca-Cola partnered with the Red Cross during World War I, and the heightened trans-Atlantic relations meant increased exposure in Europe. Toward the end of the war, they were selling 3 million drinks a day. (used as a slogan in 1917)
12. Happiness Machines
Coke’s Happiness Machines build on the companies core branding message, and fulfill a valuable content marketing touchpoint, too. You brand publishes videos showing the public’s reactions on YouTube. (2009 — present)
13. More Happiness Machines
Coke snuck into a college campus to surprise students with a dose of happiness. Watch the video here. (2009- present)
14. First appearance of the Christmas Trucks
No other brand embraces the festive season quite like Coca-Cola. Watch how the brand delivers joy by the truckload. (1995)
15. #MakeItHappy
Coke continued their history of exceptional advertising around the Super Bowl with this poignant anti-cyberbullying ad, which also caused a wave of engagement on social media. (2015)
16. Sponsorship of Beijing Olympics
Reaching 1 billion consumers with a healthy endorsement from massive global sports starts, and a message of unity. (2008)
17. Tweet-a-Coke
Coke partnered with Regal Cinemas in its Tweet-a-Coke program, which allowed users to buy a Coke for their movie-goer friends via Twitter. (2014)
18. Personalized Billboards
Taking personalized advertising and localized marketing to the next level. It may sound vaguely dystopian, but what better way of getting a person’s attention than having their name pop up on a billboard as the walk past? Watch how Coke made this a reality in Israel. (2013)
19. Coke introduces collectable mini-bottles for the World Cup
The introduction of collectable bottles for the World Cup helped raised the profile of the brand during the event. (2014)
20. ‘Yes’
Haddon Sundblom’s poster won numerous design awards. (1946)
21. Coca-Cola Conversations
Coca-Cola Conversations bring everyday brand stories to life. (2009 — present)
21. Max Headroom
Another memorable ad embracing the spirit of technology and innovation in the ’80s. (1986)
22. American Idol Sponsorship
From the prominent red cups to the backstage “red-room”, until last year, “Coke [were] such a key part of the show that its ubiquitous cups even went on tour as part of roving bus/tour museum dedicated to the show called “Idol Across America” alongside Randy Jackson’s boots and Season 7 winner David Cook’s guitar,” according to AdAge. (2002 — 2014)
23. Slurp
Coke’s video ad, shows that when you slurp during a film, you become part of the film. (2014)
24. Mini-Kiosks
Another video showing the brands humorous side. Are you starting to get a sense of the expansiveness of Coke’s content strategy? (2014)
25. Return of the Coke loving Polar Bears — ‘Catch’
Back by popular demand. (2012)
26. ‘Six Million a Day’
It took Coke just eight years to double their sales to 6 million a day. (used as a slogan in 1925)
27. Warhol’s Coke Pop Art
Warhol reportedly loved the ubiquity and universality of Coke’s iconic bottle, and his painting would become a classic example of pop art. (1962)
28. ‘Anywhere in the World’
The song created to accompany the London 2012 Olympic Games was sponsored by Coca-Cola. (2012)
29. Coca-Cola Second Lives
From Ogilvy Beijing. Happiness can continue even after you’ve finished the refreshing drink. (2014)
30. FIFA World Cup Sponsorship, Japan Korea
Coca-Cola’s high-profile sponsorship of the FIFA World Cup in Asia continued a strong tradition sponsoring major global sporting events. (2002)
31. Happy Flags
A happy coincidence made a memorable moment for the people of Denmark. (2014)
32. Emoticoke
After all, ‘Happiness’ is a feeling summed up by a :D. (2015)
33. Taylor Swift’s Kittens
Taylor Swift gets more cute than she can handle in this advertisement. (2014)
34. N.C. Wyeth — ‘It’s the Refreshing Thing to Do’
Wyeth’s relationship with Coca-Cola spawned another set of classic advertisements. (1937)
35. Coca-Cola Creates Animated Film Using Fans’ T‑Shirts
A great example of creativity and crowdsourcing from the brand.
36. ‘Tea-Break’
Targeting consumers in the UK, this 1979 ad proposed that Coke could be a great alternative to British tea-times.
37. Sponsorship of the 1932 Olympics
1932 was perhaps the earliest example of Coca-Cola sponsoring a high-profile global sporting event.
38. Where Will Happiness Strike Next
A powerful, inspirational message, affirming brand values in the Philippines. (2011)
39. Share a White Christmas
Sharing the magic of a White Christmas, from Finland to Singapore. (2014)
40. Diet Coke and Mentos
The effervescent reaction between Diet Coke and mentos… quite simply one of the most significant scientific discoveries of the digital age. The viral videos this 2006 video inspired, didn’t exactly come out of a marketing brain storm, but it provided the kind of brand engagement that money simply cannot buy.
41. The Friendly Twist
This ingenious video shows how collaboration and sharing can spread the smiles. (2014)
42. Coca‑Cola Freestyle
Coca-Cola encourage mixing drinks, uniting their various brands and flavors. (2009)
43. Ugly Holiday Sweater
Coke Zero’s #sweatergenerator combined user-generated content, giveaways, and a high level of shareability resulting in a great holiday campaign. (2013)
44. ‘Always Coca-Cola’
This classic slogan was first used by the company in 1993.
45. Diet Coke — ‘Sexy’
An iconic ad of the ’90s, the company demonstrates laser-like focus on the Diet Coke’s target audience.
46. Wouldn’t You Like A Coke Right Now?
An early example of marketing around sports events. (1950)
47. East Germany celebrates the fall of the Berlin Wall
Coca-Cola had a symbolic role in the fall of the Berlin Wall. The soft drink was banned on the Eastern side, so among the pictures taken on the day the wall came down was one of two men throwing cartons of Coca-Cola bottles over the wall – a symbol of liberation.
48. Valentine’s Day Billboard
Valentine’s Day was an important event even then.
49. ‘The cold, crisp taste of Coke’
This slogan, introduced in 1958 invokes the sensation of refreshment.
50. Fairplay Machines
Another example of Coke’s modern video content, combining an important social message with excellent storytelling and emotional context. The formula is also great at encouraging social media engagement (#sharethederby). (2014)
51. Things Go Better With Coke
A classic TV commercial from the 1960s.
52. Coke Chase (2013 Super Bowl)
Traversing the parched desert for that refreshing taste, for the 2013 Super Bowl, Coke asked fans to choose the ending of its ad in a campaign called Coke Chase.
53. America Is Beautiful (Super Bowl 2014)
At the time the ad was viewed as controversial for it’s inclusion of several languages other than English for a traditional patriotic American song. However, their inclusion fits in with Coca-Cola’s unspoken values, championing equality and universality. (2014)
54. Coca-Cola for Myanmar
The emotional story of the brand’s re-entering of the Myanmar market after 60 years. (2013)
55. ‘Look Up America’
This slogan was introduced in 1975, targeting U.S. consumers.
56. Facebook Marketing
Coca-Cola are a leading brand in the way of Facebook reach and engagement. Learn more in Momentology’s Facebook Marketing Guide.
57. ‘Drink Coca-Cola’
This classic slogan originated in 1886, but it’s utter simplicity and timelessness means is used often.
58. Fredrick Mizen ‘Clown’
Having illustrated the first Coca-Cola billboard in 1925, Frederick Mizen formed a rich career creating billboard advertisements for the company. ‘Clown’ and the accompanying slogan debuted in 1940.
59. ‘Coke Adds Life’
Hinting at a sense of fun and vitality, this slogan was first used in 1976.
60. PlantBottles
Combining inspirational everyday stories with an eco-friendly message. (2014)
61. Happiness Remix
Coke celebrated International Happiness Day in 2014 with this video featuring 17 artists from around the globe.
62. ‘A Taste of Hospitality for Easter’ Billboard
Another example of seasonal campaign targeting. (1956)
63. London 2012 Limited Edition Cans
Clean, modern, and effective, the brand introduced a variety of cans for different competing nations.
64. Door, Rug and Sousaphone
Watch this quirky little ad from 1965.
65. Reasons to Believe Hindi
This video target the Indian market, but the great content and availability means it could easily appeal to consumers anywhere. (2011)
66. When You Entertain
A fantastic early example of “content marketing”. (1932)
67. ‘Red, White & You’
Another slogan inducing patriotism introduced in 1986.
68. Frederic Stanley
Frederic Stanley served as a soldier in World War I, and painted this happy scene in 1952.
69. The Dole Deluxe
As shown in the above oil painting, the dole deluxe, designed by famous industrial designer Raymond Loewy presented an innovative new way of distributing Coke. (1949)
70. First brand to reach 50 million Facebook ‘likes’
Coca-Cola were the first brand to reach this momentous milestone.
71. ‘It’s the Real Thing’
This bold slogan affirming the brand’s authenticity was first used by Coca-Cola in 1969.
72. Introduction of steel 12-ounce cans
The introduction of the first domestic-sized can in 1960 marked a important moment in the history of the brand.
73. Introducing Diet Coke
An high-energy advertisement from 1982 to celebrate the launch of Diet Coke.
74. Sponsorship of the Centennial Olympic Games in Atlanta
Coca-Cola didn’t miss out on the opportunity to act as official sponsors of the momentous games held in 1996.
75. Partnership with the National Basketball Association
The Coca-Cola Company has been a marketing partner with the NBA since 1986.
76. Fight against AIDS in Africa
The Coca‑Cola Company partners the United Nations Program in an ongoing commitment to combat HIV/AIDS, and provide humanitarian support in Africa.
77. Introduction of Aluminium Bottles
The next evolution of the Coca-Cola bottle seeks to be “clean” and “modern”. (2005)
78. Haiti Hope Project
Tying into the values of the Coca-Cola system, the Haiti Hope Project seeks to “foster long-term development and growth in Haiti by helping to build a sustainable mango juice industry.” (2010 — present)
79. Norman Rockwell — Fishin’
Another famous relationship with a talented American painter; the prints have since become highly collectible. (1935)
80. Riedel Toasts Coca-Cola With Custom Glass
Not a custom bottle this time, but a custom glass invoking the brand’s iconic curves. (2014)
81. Stills from set of ‘Gentleman Prefer Blondes’
The Coke bottle was one of the few lucky enough to have kissed Marilyn. (1953)
82. Can Opener
This 1965 advertisement was produced to make consumers aware of the innovative new can-opener.
83. Pull Tab
Just three years later, Coke bottles with innovative “pull tabs” were released.
84. ‘Refresh Yourself’
“Refresh Yourself” was first introduced as a slogan in 1924.
85. Gil Elvgren’s ‘Pin-up Girls’
Elvgren’s work has since become highly collectible. (1939–1980)
86. Coca-Cola’s Neon Spectacular in Downtown Atlanta
A small celebration of the historical link Coca-Cola have with the town of Atlanta.
87. OPI in Coca-Cola Colors
The brand teamed up with OPI to bring the Coca-Cola shades to market.
88. Vending Machines Illuminate Winter Nights in Japan
A stunning collection of photos shows that the brand maintain a close relationship with talented artists to this day. (2015)
89. Ekocenter
Ekocenter is a social enterprise initiative that provides everything from safe drinking water and vaccines, to mobile charging. (2015)
90. Rain water for Africa
The initiative is one of the brand’s social enterprises in developing countries. (2013)
91. World of Coca-Cola: Moments of Happiness
An excellent example of inspirational marketing moments. (2014)
92. ‘Life Tastes Good’
This classic slogan was first introduced in 2001.
93. Coca-Cola Brings Happiness Home
Another fine example of an Coca-Cola’s international marketing efforts. (2013)
94. FIFA World Cup Brazil Song — ‘The World is Ours’
Coca-Cola provided the official song of the 2014 World Cup.
95. ‘Sleepwalker’
This advert was Coca-Cola’s offering for the 2010 Super Bowl.
96. Coca-Cola ‘Star Wars’ Posters
The posters are now hugely collectible. (1977)
97. ‘Have a Coke and a Smile’
This slogan accompanied the famous ‘Mean Joe Green’ ad (see number 9), and was introduced in 1976.
98. Invisible Vending Machines
The invisible vending machines, as seen in this video, were part of the #ShareaACoke campaign. (2014)
99. Thanksgiving Billboard
This Thanksgiving ad was placed in cartons of Coke during the holiday season. (1954)
100. ‘The Busiest Man in the World’
This 1930 advertisement features a mall Santa at he famous Barr department store, the world’s largest soda fountain in the world at the time. (1930)
Phew… I could use a refreshing break too after all that.
What are your favorite marketing moments from Coca-Cola? Can you think of another brand with quite as comprehensive an advertising and content strategy?
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