Sixty Years of Coke Slogans
shots looks back at some of the soft drink's most memorable slogans over the last 60 years.
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With news breaking this week of the world’s favourite soft drink, Coca-Cola, unifying its brands globally under the new strapline ‘Taste the feeling’, shots looks back over 60 years of some of the brand’s best-loved slogans.
1950’s – Refreshingly Different
Way back in 1956, British Ballroom Dancing Open champions Alf Davies and Julie Reaby fronted one of a series of commercials for the brand, which each featured celebrities of the time. The slogan clearly set the brand apart from other products because of its distinguishing selling ploy – a tactic that would come to characterise its spots in the coming years.
1960’s – Refreshes you best
The 60s saw this animated spot, most likely produced by Larkins Studio, starring a pair of cheeky characters playing tricks on one other. Recalling the tagline of the previous decade, the tagline becomes shorter and directly addresses the consumer, creating a sense of personalisation.
1970’s - The Real Thing
Unveiled in arguably one of the brand’s most famous spots on the list – Hilltop/I'd like to buy the world a Coke – the 70s slogan evolved from direct comparisons with other brands to confirming its position on the cola market by relabelling itself as an authentic product and flavour.
1980’s - Can’t Beat The Feeling
If anything sums up a decade in 60 seconds, it’s 1989’s Can't Beat The Feeling. Featuring a catchy jingle, some brilliant dance moves and true 80s fashion, this slogan reflects the brand’s move towards enhancing how the consumer feels when drinking a Coke.
1990’s - Always Coca-Cola
Long before the days of the battle for the best Christmas spot, Coke cornered the market with its iconic red Christmas Trucks. Once again, the slogan tugs on emotions by cleverly linking the holiday season to the brand.
2000’s –Coke Side of Life
The 2007 slogan highlighted the power of the brand and its ability to transform the consumer’s outlook on life. The Super Bowl spot Videogame saw a gritty Grand Theft Auto-esque character change his tune after drinking a coke and seeing the ‘Coke Side of Life’.
2010’s – Open Happiness
By 2013, the brand’s well-loved polar bear family returned to our screens with a short film produced by Ridley Scott and shorter spots as seen below. Open Happiness appealed to the consumer’s feelings and suggested the importance of family value in its heart-warming spot. The slogan has changed little until its newest evolution, Taste The Feeling from The Anthem (at the top of the page).
