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This is a list of slogans made famous by Coca-Cola over the years.
“Drink Coca-Cola” was The Coca-Cola Company’s first slogan.
It first appeared in 1886.
Simple and effective: It was one of the most straightforward slogans in American history. The tagline helped move the drink from the medical claims common in nineteenth-century patent medicine advertising.
The slogan is known for its directness and simplicity.
It remained in use for decades.
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In 1922, Coca-Cola launched its groundbreaking “Thirst Knows No Season” campaign and slogan. It was a slogan created during the aftermath of World War One.
A pioneer in lifestyle marketing: It was created by advertising executive Fred Smith—marking one of the first uses of lifestyle marketing. It emphasized universal human experiences rather than direct product promotion.
The slogan was very successful.
Some estimates state that it drove a 50% increase in Coca-Cola consumption during its early years. It also made Coca-Cola a cultural icon. This is the time that people started to think of Coke with moments of joy and refreshment across all seasons.
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“The Pause That Refreshes” was introduced by Coca-Cola in 1929.
A drink for your break: This was the height of the Roaring Twenties. The tagline would become one of the most successful advertising slogans in history. As it captured the emotions of the era and Americans’ desire for moments of rest amid the grind of life.
The slogan’s genius lay in its dual meaning:
It remained Coca-Cola’s primary slogan for nearly three decades.
“Things Go Better with Coke” was spun up by Coca-Cola in 1963. It was part of an innovative marketing campaign that tried to capture the vibes of the 1960s.
It set a new standard for lifestyle advertising by positioning the beverage as an enhancement to everyday experiences rather than just a drink.
The slogan ran until 1969.
It was featured in numerous commercials with popular music acts of the era like The Supremes, Ray Charles, and Petula Clark.
Coca-Cola’s “It’s the Real Thing” slogan was officially created in 1969 by McCann Erickson and Lippincott & Margulies.
An appeal to authenticity: It emerged during a period of social upheaval. Young people were seeking authenticity amidst perceived phoniness.
The campaign proved to be transformative for the brand and evolved through various iterations while maintaining its authentic message.
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“Can’t Beat the Feeling” was a pivotal Coca-Cola advertising slogan crafted in 1988 by McCann-Erickson. The slogan was meant to capture the emotional essence of the brand during a period of global cultural transformation and optimism as the Cold War drew to a close.
The slogan’s success was mainly due to a catchy J. Geils Band song. It also sparked a competitive response from Pepsi, ultimately evolving into “You Can’t Beat the Real Thing” in 1990.
The “Always Coca-Cola” slogan was first seen in 1993 during a period of significant cultural change marked by the end of the Cold War and the rise of globalization.
It was developed by Creative Artists Agency to position Coca-Cola as a constant and comforting presence to consumers.
Bears and shared experiences: It was successful via an emotional storytelling approach and memorable elements like the Coca-Cola Polar Bears, marking a shift from traditional product-focused advertising to one that emphasized shared experiences and cultural connections.
The Drink for the Recession: Put in ads in 2009 amidst global economic uncertainty and widespread cynicism—Coca-Cola’s “Open Happiness” slogan served as a boldly optimistic counter-narrative.
It invited consumers to find joy in the simple pleasures of life.
The campaign resonated with the people.
The slogan transformed the everyday act of opening a Coca-Cola into a symbolic gesture of choosing positivity. It made the brand’s signature product a tangible touchpoint for happiness during challenging times.
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“Taste the Feeling” was recently created in January 2016 by Coca-Cola and developed by Wieden+Kennedy. It would become the company’s 48th slogan and represented a strategic shift from “Open Happiness” to a more emotionally driven campaign.
The slogan unified multiple product lines across 200 countries.
A big-money campaign: The billion-dollar campaign emphasized authentic, everyday moments and leveraged social media engagement.
It showed that Coca-Cola could adapt to modern consumer preferences while maintaining its historical tradition of connecting with audiences through relatable experiences.
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