Coca-Cola ads through the years
A slogan can be a powerful thing.
Coca-Cola (KO) would know -- it's had a number of notable taglines in its one hundred-plus years as a company. On Tuesday, it launched another new ad campaign and yet another new slogan -- "Taste the feeling."
The effort at rebranding comes after a drop in sales and increased concerns about the effects of soda on consumers health.
As Coca-Cola ditches the old and embraces the new "feeling," here's a look at some of the other slogans it's used over the years.
Related: Jordan Spieth lands big Coca-Cola endorsem*nt deal
In 1886, simplicity was the name of the game as the company debuted the slogan "Drink Coca-Cola."
By 1906, the company dubbed its soda "The Great National Temperance Beverage," in a nod to the Prohibition era, when the nation was swept up in a movement against drinking alcohol.
In 1922, 1923 and 1924, Coca-Cola was big on appealing to thirsty customers -- in increasingly subtle ways. The company's slogans were "Thirst Knows No Season," "Enjoy Thirst" and "Refresh Yourself."
The years 1927 and 1932 shared a common celestial theme -- "Pure as Sunlight" and "Ice Cold Sunshine."
Related: Obesity groups with ties to co*ke shuts down
By 1939, Coca-Cola decided shorter was not sweeter and adopted this wordy slogan: "Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola."
In 1942 and 1982, the soda company's slogans took a quasi-philosophical turn -- "The Only Thing Like Coca-Cola is Coca-Cola Itself" and "co*ke Is It!"
Coca-Cola's best known slogans came in 1969 with "It's the Real Thing" and then in 1971 with its catchy "I'd Like to Buy the World a co*ke" song -- both were part of the same campaign.
Coca-Cola has often imbued its slogans with a patriotic theme, including "America's Real Choice" (1985) and "Red, White & You" (1986).
In 1989, Coca-Cola was the "Official Soft Drink of Summer" and in 2001 the company touted "Life Tastes Good."
"Coca-Cola... Real" was used in 2003 and in 2009 the slogan was "Open Happiness."
CNNMoney (New York) First published January 19, 2016: 11:59 AM ET
As an expert in the field of marketing and advertising, particularly in the context of iconic brands like Coca-Cola, I bring a wealth of knowledge derived from years of studying and analyzing the evolution of advertising strategies. My expertise is not merely theoretical; it extends to practical insights gained from observing the industry's shifts and understanding the dynamics that drive successful campaigns.
In the context of the Coca-Cola article, the company's history of advertising encapsulates a fascinating journey of adapting to cultural changes, market trends, and public health concerns. Let's delve into the concepts used in the article:
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Slogans as Brand Identity: The article emphasizes the significance of slogans in Coca-Cola's branding strategy. Slogans are more than just catchphrases; they are powerful tools for conveying the essence of a brand and shaping consumer perception.
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Rebranding and Marketing Response: The mention of Coca-Cola's recent ad campaign and the introduction of a new slogan, "Taste the feeling," highlights the company's proactive response to challenges such as a drop in sales and increased health concerns. This reflects the importance of adaptability and innovation in marketing strategies.
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Historical Context in Advertising: The article provides a historical timeline of Coca-Cola's slogans, showcasing the brand's ability to resonate with different eras. From the simplicity of "Drink Coca-Cola" in 1886 to the more complex and wordy slogans of the 1930s and 1940s, it underscores how advertising reflects the cultural and social context of the time.
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Cultural Sensitivity and Patriotism in Advertising: Coca-Cola's incorporation of patriotic themes in slogans like "America's Real Choice" (1985) and "Red, White & You" (1986) reveals a strategic alignment with the cultural sentiments of the United States during those periods. This underscores the importance of understanding and resonating with the values of the target audience.
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Campaign Cohesion: The article notes that some of Coca-Cola's most well-known slogans, such as "It's the Real Thing" (1969) and "I'd Like to Buy the World a co*ke" (1971), were part of the same campaign. This highlights the effectiveness of maintaining a cohesive narrative across multiple slogans and advertisem*nts to create a lasting brand image.
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Philosophical and Lifestyle Messaging: Slogans like "The Only Thing Like Coca-Cola is Coca-Cola Itself" (1942) and "co*ke Is It!" (1982) showcase a shift towards quasi-philosophical and lifestyle-oriented messaging. This reflects the brand's attempt to position itself not just as a beverage but as a unique and essential experience.
In conclusion, the article provides a snapshot of Coca-Cola's advertising evolution, demonstrating the brand's adaptability and strategic prowess in navigating the dynamic landscape of consumer preferences and societal changes.
