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New Coke

On April 23, 1985, the trade secret "New Coke" formula was released. Today, productsof the Coca Cola Company are consumed at the rate of more than one billion drinks per

day In 1969, The Coca Cola Company and its advertisingagency, McCann-Erickson, ended their popular "Things Go Better With Coke" campaign,replacing it with a campaign that centered on the slogan "It's the Real Thing." Beginningwith a hit song, the new campaign featured what proved to be one of the most popular adsever created.

I'd Like to Buy The World a Coke

The song "I'd Like to Buy The World a Coke" had its origins on January 18, 1971, in afog. Bill Backer, the creative director on the Coca-Cola account for McCann-Erickson,was traveling to London to join two other songwriters, Billy Davis and Roger Cook, towrite and arrange several radio commercials for The Coca-Cola Company that would berecorded by the popular singing group the New Seekers. As the plane approached GreatBritain, heavy fog at London's Heathrow Airport forced it to land instead at ShannonAirport, Ireland. The irate passengers were obliged to share rooms at the one hotelavailable in Shannon or to sleep at the airport. Tensions and tempers ran high.

The next morning, as the passengers gathered in the airport coffee shop awaitingclearance to fly, Backer noticed that several who had been among the most irate werenow laughing and sharing stories over bottles of Coke.

They Like It

In that moment, I began to see a bottle of Coca Cola as more than a drink. I began to seethe familiar words, "Let's have a Coke," as a subtle way of saying, "Let's keep each other company for a little while." And I knew they were being said all over the world as I sat

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there in Ireland. So that was the basic idea: to see Coke not as it was originally designedto be - a liquid refresher - but as a tiny bit of commonality between all peoples, auniversally liked formula that would help to keep them company for a few minutes. - BillBacker as recalled in his book The Care and Feeding of Ideas (New York: TimesBooks/Random House, 1993)

A Song Is Born

Backer's flight never did reach London. Heathrow Airport was still fogged in, so the passengers were redirected to Liverpool and bussed to London, arriving around midnight.At his hotel, Backer immediately met with Billy Davis and Roger Cook, finding that theyhad completed one song and were working on a second as they prepared to meet the NewSeekers' musical arranger the next day. Backer told them he thought they should work through the night on an idea he had had: "I could see and hear a song that treated thewhole world as if it were a persona person the singer would like to help and get toknow. I'm not sure how the lyric should start, but I know the last line." With that he

pulled out the paper napkin on which he had scribbled the line, "I'd like to buy the worlda Coke and keep it company."

Lyrics - I'd Like to Buy the World a Coke

I'd like to buy the world a home and furnish it with love,Grow apple trees and honey bees, and snow white turtle doves.I'd like to teach the world to sing in perfect harmony,I'd like to buy the world a Coke and keep it company.(Repeat the last two lines, and in the background)It's the real thing, Coke is what the world wants today.

They Don't Like It

On February 12, 1971, "I'd Like to Buy the World a Coke" was shipped to radio stationsthroughout the United States.

It promptly flopped. The Coca-Cola bottlers hated the ad and most refused to buy airtimefor it. The few times the ad was played, the public paid no attention. Bill Backer's ideathat Coke connected people appeared to be dead.

Backer persuaded McCann to convince Coca-Cola executives that the ad was still viable

but needed a visual dimension. His approach succeeded: the company eventuallyapproved more than $250,000 for filming, at the time one of the largest budgets ever devoted to a television commercial.

A Commercial Success

The television ad "I'd Like to Buy the World a Coke" was released first in Europe, whereit garnered only a tepid response. It was then released in the U.S. in July, 1971, and the

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response was immediate and dramatic. By November of that year, Coca-Cola and its bottlers had received more than a hundred thousand letters about the ad. At that time thedemand for the song was so great that many people were calling radio stations and askingthem to play the commercial.

"I'd Like to Buy the World a Coke" has had a lasting connection with the viewing public.Advertising surveys consistently identify it as one of the best commercials of all time,and the sheet music continues to sell more than thirty years after the song was written.

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Local competitors

Pepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Aroundthe world, some local brands compete with Coke. In South and Central America KolaReal , known as Big Cola in Mexico, is a fast-growing competitor to Coca-Cola. [57] On theFrench island of Corsica , Corsica Cola , made by brewers of the local Pietra beer, is agrowing competitor to Coca-Cola. In the French region of Brittany , Breizh Cola isavailable. In Peru, Inca Kola outsells Coca-Cola, which led The Coca-Cola Company to

purchase the brand in 1999. In Sweden, Julmust outsells Coca-Cola during the Christmas season. [58] In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola

until 2005, when Coca-Cola and Diet Coke began to outpace its sales .[59]

In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up . The Coca-Cola Company purchased Thums Up in 1993. [60] As of 2004, Coca-Cola held a 60.9%market-share in India. [61] Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca Cola and British brand QiblaCola , popular in the Middle East, are competitors to Coca-Cola. In Turkey , Cola Turka isa major competitor to Coca-Cola. In Iran and many countries of Middle East, Zam ZamCola and Parsi Cola are major competitors to Coca-Cola. In some parts of China Future

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cola is a competitor. In Slovenia , the locally produced Cockta is a major competitor toCoca-Cola, as is the inexpensive Mercator Cola, which is sold only in the country's

biggest supermarket chain , Mercator . In Israel , RC Cola is an inexpensive competitor.Classiko Cola, made by Tiko Group, the largest manufacturing company in Madagascar , is a serious competitor to Coca-Cola in many regions. Laranjada is the top-selling soft

drink on the Portuguese island of Madeira . Coca-Cola has stated that Pepsi was not itsmain rival in the UK, but rather Robinsons drinks. [citation needed ]

Advertising

An 1890s advertisement showing model Hilda Clark in formal 19th century attire . The ad

is titled Drink Coca-Cola 5 . (US)

Coca-Cola ghost sign in Fort Dodge, Iowa . Note older Coca-Cola ghosts behind Boraxand telephone ads.

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Coca-Cola signboard in Lahore , Pakistan .

Coca-Cola's advertising has significantly affected American culture , and it is frequentlycredited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the1930s, with its winter advertising campaigns illustrated by Haddon Sundblom , the motif was already common. [62] [63] Coca-Cola was not even the first soft drink company to usethe modern image of Santa Claus in its advertising: White Rock Beverages used Santa inadvertisements for its ginger ale in 1923, after first using him to sell mineral water in1915. [64][65]

Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sellits beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the youngBostonian actress Hilda Clark as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product,with a series of advertisements informing consumers that "Coke means Coca-Cola". [66]

In 1971, a song from a Coca-Cola commercial called " I'd Like to Teach the World toSing ", produced by Billy Davis , became a hit single .

Coke's advertising is pervasive, as one of Woodruff 's stated goals was to ensure thateveryone on Earth drank Coca-Cola as their preferred beverage. This is especially true insouthern areas of the United States, such as Atlanta , where Coke was born.

Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.

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Some of the memorable Coca-Cola television commercials between 1960 through 1986were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936 1950, WAGA 19511959) during his career as a producer for the McCann Erickson advertising agency . Many of these early television commercials for Coca-Cola featuredmovie stars , sports heroes and popular singers.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests demonstrating that, according to the commercials, "fifty percent of the participants who said they preferred Coke actually chose the Pepsi."Statisticians were quick to point out the problematic nature of a 50/50 result: most likely,all the taste tests really showed was that in blind tests, most people simply cannot tell thedifference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads in anincident sometimes referred to as the cola wars ; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was furrier.Thereafter, Coca-Cola regained its leadership in the market.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmedthree commercials for the company. In 1994, to commemorate her five years with thecompany, Coca-Cola issued special Selena coke bottles. [67]

The Coca-Cola Company purchased Columbia Pictures in 1982, and began insertingCoke-product images in many of its films. After a few early successes during Coca-Cola's ownership, Columbia began to under-perform, and the studio was sold to Sony in1989.

Coca-Cola has gone through a number of different advertising slogans in its long history,including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it"

(see Coca-Cola slogans ).In 2006, Coca-Cola introduced My Coke Rewards , a customer loyalty campaign whereconsumers earn points by entering codes from specially marked packages of Coca-Cola

products into a website. These points can be redeemed for various prizes or sweepstakesentries. [68]

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