“A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.” Bernice Fitz-Gibbon
Throughout the years, Coca-Cola has kept up with the times in order to win us over with its slogans. It’s acted like a faithful member of our household, knowing our troubles, and providing a sense of comfort to the feelings we experience.
Here are a few examples.
Coca-Cola-Delicious, Refreshing, Exhilarating (1886): It’s funny that Coke started as a nerve tonic and headache remedy in 1886 by a pharmacist named Dr. John StithPemberton. It quickly became a famous drink. Because it had originally been used to energize, calm the nerves and relieve a headache, the slogan makes sense. People quickly bought it for five cents a cup at the local drug stores, which was the place of the time to be refreshed and exhilarated.
Coca-Cola Revives and Sustains (1905): According to history, the Welsh-Pentecostal Revival had an amazing impact on all parts of the lives of Americans in 1905. Right on top of it was the slogan by the Coca-Cola company using the words “revives” and “sustains”. Coke knew what was important to its customer and rose to the occasion with its slogan.
It’s The Real Thing (1948): By 1948, American households had access to television. Interestingly enough this slogan, which is still being used in songs about Coke today, began. Americans were building post-war houses, and Israel was facing a new era. It’s funny also that some incident about a UFO crash was being reported in 1948. Perhaps for many reasons, Americans wanted something real. Coke capitalized on this idea with its slogan. For $14 you can buy one of these original slogan bags at ETSY.
Things Go Better with Coke (1963): The year of 1963 brought its own challenges with the death of President John F. Kennedy, Martin Luther King’s speech, and 15,000 military advisors in Vietnam. It’s not a surprise that Coke wanted its customers to feel that things may go better soon.
I’d Like to Buy the World a Coke (1971): Surely most Americans who grew up in the 70’s will remember the Christmas commercial by Coke. Even though beer commercials are always so memorable (and I don’t even drink), I loved I’d Like to Teach the World to Sing. It made me feel hopeful. Coke capitalized on our ideas of peace instead of war at the time.
Can’t Beat The Feeling (1989): Starting with What a Feeling from Flashdance in 1983, most were into the feel good 80’s and 90’s. In fact, the commercial was centered around dance.
Today is not different. Coke still works to relate to its customers as do most companies. Media is with us daily, but products that relate to the ideas and feelings we experience seem more like a good friend to us through thick and thin.
Given the picture, which option will you choose?