Yahoo Finance 7 Coke ads that made the brand a household name
Coca-Cola Co. (KO) reported earnings results for its second quarter that beat analysts expectations. The beverage giant saw its profits rise after raising prices and getting a boost from the purchase of the energy drink brand Monster Beverage.
The world’s largest beverage company doesn’t just make the popular soft drinks Coke, Sprite, Dasani and Powerade. It also owns brands Minute Maid, Bacardi Mixers, and Honest Tea.
But its flagship product remains one of the most well-known and valuable brands in the world. That’s largely due to the many successful advertising campaigns over the decades. So take a pause and refresh your memory with some of Coca-Cola’s greatest television ad hits:
“Things Go Better With Coke,” 1963
The campaign was aimed at a teen audience, and its first commercial featured a group of young people enjoying Cokes during a day at the beach. The ad was considered groundbreaking as it brought music and the advertising business together: The title song in this commercial was performed by pop group “The Limeliters.”
“I'd Like to Buy the World a Coke,” 1971
One of the most popular Coca-Cola ads campaigns of all time, the spot was first released as a radio ad and had limited success. But once it was turned into a TV spot, it became a hit. The concept was hatched when the creative director of the ad agency Coca-Cola hired, Bill Backer, got stranded in an Irish airport. The group he was traveling with was annoyed by the layover, but Backer noticed everyone seemed to calm down over lunch and a round of Cokes. The hilltop spot was a re-creation of the mood at that airport. Of course, the ad experienced a renewal of interest after it was featured in the finale of “Mad Men” in May of 2015.
"Have a Coke and a Smile" featuring Mean Joe Greene, 1979
The popular TV spot featuring Pittsburgh Steeler defensive tackle Mean Joe Greene was released in the Fall of 1979 but didn’t catch on with viewers until the Super Bowl that next January. The story line was simple: a young awestruck fan tries to talk to the NFL star after a game. Greene brushes him off until the kid shares his Coke with him, and Greene’s mood changes. In 2011, readers of Advertising Age voted the spot the best Super Bowl ad ever. Greene reportedly had 18 16-ounce Cokes during filming.
“Catch the Wave,” featuring Max Headroom, 1986
After the disastrous rollout of New Coke, this ad campaign featured computer-generated Max Headroom. Coca-cola executives hoped Headroom would connect with the teen market and help sales of New Coke. In the spot aimed at teens, Headroom talks to “Cokeologists” and takes a swing at rival Pepsi which was also in a push to connect with the demographic in spots featuring Michael J. Fox.
The ad campaign’s aim: keep traditional values of Coca-Cola with a modern push. It featured 26 different TV ads that were rolled out to specific audiences around the world. The slogan replaced "Can't Beat the Real Thing."
The much-hyped new slogan was revealed in late 2005 but didn’t officially launch until Spring, 2006. The first ads made their debut during the NCAA Final Four on CBS and “American Idol” on Fox. But the popular video game spot didn't roll out until the Super Bowl the next year. Coca-Cola called the ads "an invitation to live on the positive side of life." The slogan replaced the “Real” tagline.“
The ad debuted during the 2015 Super Bowl. The theme for the commercial and the entire ad campaign was combatting negativity and bullying online. Coca-Cola launched an accompanying Twitter campaign that let users tag negative tweets with the #MakeItHappy hashtag. Then, Coca-Cola then used an automated generator to turn those words into "cute" art images. The campaign was later suspended after being hijacked by Gawker Media.
Get the Latest Market Data and News with the Yahoo Finance App
