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Coca Cola is founded
Invented by John Pemberton as a medicine, but shortly after bought by Asa Griggs Candler, who led Coca Cola to be the soft drink giant it is today. -
Coca Cola's first advertisements
Coca Cola's first ad campaigns promoted the product with attractive female models, a trend that has been pervasive throughout the company's history. -
Coca Cola Sponsors the Olympics
One of the first moves to improve international awareness of the Coca Cola product. -
World War II
"The location...an airfield somewhere in the Pacific area...The flyers...veterans all..." During World War II, Coke's image veered strongly towards the romantic American perception of their soldiers abroad. Advertisements, both at home and abroad, depicted brave soldiers, tired from fighting for their country, relaxing with a cool drink. These ads established Coke as a genuine American company, and resulted in a very strong association of the product with American culture for decades. -
France (briefly) bans Coca-Cola
Alarmed by the presence of what they perceived as Coke's invasive American influence, and pressured by socialist elements in the ruling class, the French government gives their Department of Public Health the authority to ban the sale of Coca-Cola in France. The picture depicts a Coca-Cola truck at the Tour de France in 1951. Public reaction to the ban was such that it was quickly repealed. -
Slogans in the 60s
U.S.:
"Things go better with Coke."
"Coke ... after Coke ... after Coke."
"It's the real thing." Australia/New Zealand:
"Be really refreshed."
"Things go better with Coke." Spain:
"Todo va mejor con Coca-Cola." (Things Go Better with Coke) Japan:
"スカッとさわやかコカ・コーラ" (Sparkling and refreshing Coca-Cola) -
Slogans in the 70s
U.S.:
“I'd like to buy the world a Coke”
“Look for the real things.”
“Coke adds life.”
“Have a Coke and a smile” Australia/New Zealand
"It's the real thing" (1972)
"Coke adds life" (1977) Spain:
“El sabor de la vida” (It's the Real Thing)
“Coca-Cola da más vida” (Coke Adds Life) Japan:
“The Real Life”
“Come on in. (Drink) Coke." -
FIFA World Cup in Argentina
Coca Cola becomes official sponsor for the FIFA World Cup. -
Slogans in the 80s
U.S.:
“Coke is it!”
“America's Real Choice”
“Red White & You”
“Catch the Wave”
“Can't Beat the Feeling” Australia/New Zealand:
"Smile. Coke adds life"
"Coke is it!"
"You Can't Beat the Feeling" Spain:
“Coca-Cola es así” (Coke Is It)
“Sensación de vivir” (You Can’t Beat the Feeling) Japan:
“Yes Coke Yes”
“1987 - I feel Coke.” -
Slogans in the 90s
U.S.:
“Can't Beat the Real Thing.”
“Always Coca-Cola." Spain:
“Siempre Coca-Cola” (Always Coca-Cola) Japan:
“さわやかになるひととき。”(Make a refreshing moment.)
“Always Coca-Cola” Russia:
"Всегда Coca-Cola" (Always Coca-Cola) Czech Republic
“Coca-Cola je to pravé!” (The Real Thing!)
“Coca-Cola je k jídlu to pravé” (Coca-Cola Is Good With Food)
“Vždy Coca-Cola” (Always Coca-Cola)
“Žízeň uhasí, mysl osvěží” (Quenches thirst, refreshes mind) -
Latest slogans
U.S: "Open Happiness"
Australia/New Zealand: "Open Happiness"
Spain: "Destapa la felicidad" (Open Happiness)
India: "Burrrrrrrrr" (Refreshment)
Japan: "The Coke Side of Life"
Poland: ""Coca-Cola. To jest to!" (Coca Cola. This it it!)
Russia: "Coca-Cola идет в дом!" (Coca-Cola is going to the house!)
Czech Republic: "Radost otevřít " (Open Happiness) -
Coca Cola appeals to South American nations with soccer
In 2012, Coke began a campaign to reach more South American consumers by getting endorsements from famous soccer players. These ads appeal to the pride many South American nations feel in their soccer teams. Coke has gained a lot of popularity in recent years in South America, and in exactly the ways the company wants. -
Coca-Cola at London 2012
Coca-Cola's Olympic can is marketed as almost aggressively non-nationally-affiliated. The wide variety of different colors arranged in such a way as to not resemble the mblem of any country, as well as the inclusive lines, give the product an international feel that is very suited to the Games, where a feeling of global unity is attractive to consumers.
