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From its humble beginnings in a 19th-century Atlanta pharmacy to its current status as a global behemoth, Coca-Cola owes a lot of its success to its innovative first advertisements.
The early ads were as distinctive as the beverage they promoted.
Coke’s alcoholic father: Before Coca-Cola, there was Pemberton’s French Wine Coca. It was invented in 19th-century Atlanta by Dr. John Stith Pemberton. It would famously become the precursor to modern-day Coca-Cola.
Headaches to hysteria: The drink contained coca leaf extracts and alcohol. It was marketed as a medicinal tonic capable of treating a wide range of ailments, from headaches to hysteria.
French Wine Coca capitalized on the era’s lax advertising standards and fascination with exotic ingredients. It was often promoted as an invigorating cure-all.
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The first cola: John Pemberton would later use the success of his French Wine Coca to create a new drink.
Coca-Cola.
A wonder drink: He first marketed his new drink as a refreshing beverage and a miraculous cure-all tonic.
He claimed it could:
Coca-Cola’s marketing portrayed the drink as a panacea, promising improved health and vitality.
The ads captivated the imagination of 19th-century consumers and played a crucial role in establishing Coca-Cola’s early success.
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Coked-up beginnings: Coca-Cola’s origin story is controversial due to its infamous ingredient––Cocaine.
The original formula was infused with coca leaf extract, which contained trace amounts of cocaine.
Invasive advertising: However, early marketing efforts for Coca-Cola cleverly sidestepped any direct mention of cocaine. The company instead focused on the drink’s refreshing taste and energizing and medicinal effects.
The early ads emphasized consumer experience over ingredient disclosure. This helped Coca-Cola navigate potential scrutiny and laid the foundation for a marketing philosophy that endures to this day.
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Simple & effective: Coca-Cola’s first print advertisement appeared in The Atlanta Journal in the late 19th century. It stood out in a sea of medicinal ads for its stark simplicity. As the era was full of grandiose marketing.
The first slogan: Coca-Cola’s first print ad proudly printed out four powerful adjectives—“Delicious! Refreshing! Exhilarating! Invigorating!”—to convey its message.
It was a first in consumer advertising—emphasizing clarity and directness.
It helped Coca-Cola become an iconic American drink and product.
Painting the city red: Long before the existence of digital screens and modern billboards, Coca-Cola had to get creative with its urban landscape.
They creatively utilized urban building walls as canvases for hand-painted advertisements.
The ads became very effective promotional material and would evolve into city landmarks and navigational aids.
Iconic: Today, you can still find these faded advertisements that stand as nostalgic relics of a bygone era. They offer a glimpse of the past and how Coca-Cola’s logo would become as ubiquitous as other famous symbols like the cross and the golden arches.
Coca-Cola was one of the first brands to use celebrity endorsements in its ads.
Broadway inspiration: To do this, they looked to Broadway to see the famous actress Hilda Clark.
Hilda Clark was an American model and actress who became the first celebrity to endorse Coca-Cola. Her image appeared in Coca-Cola advertisements and promotional materials from 1899 to 1903—she helped to establish the brand’s association with glamor and sophistication.
Clark’s endorsement marked the start of Coca-Cola’s long-standing tradition of partnering with celebrities.
The Temperance Movement: During the late 19th and early 20th centuries, as the Temperance Movement gained momentum in the United States—Coca-Cola strategically positioned itself as a refreshing, non-alcoholic alternative.
To do so, they took out the cocaine.
A teetotalers favorite drink: The Coca-Cola company focused on the societal shift towards moderation—it presented Coca-Cola as a delicious and enjoyable beverage without the negative effects associated with alcohol consumption.
Through these new-era ads, Coca-Cola would become a balance and moderation. Making it a popular alternative for people looking for a non-alcoholic alternative. The company was able to bridge the gap between teetotalers and those who sought a pleasurable drinking experience.
These latest ads would help Coca-Cola rise to the beloved American brand that we all know and love today.
Sprite Boy: Coca-Cola’s first television commercial aired on Thanksgiving Day in 1950. It featured a character named “Sprite Boy,” not to be confused with Sprite, the drink that would not be introduced 16 years later.
Big budget: It was a one-minute animated ad, costing $50,000 (equivalent to over $500,000 today and developed by D’Arcy Advertising Company.
The ad showed holiday scenes with Santa Claus associated with the brand with Christmas.
Laggard: The company was relatively late to television marketing—rivals like Pepsi-Cola and Nehi had aired TV commercials two years earlier.
Coca-Cola was catching up to the emerging popularity of television. Better late than never.
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