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"It wasn't a message from Coca-Cola that you should buy the world a Coke. It was that each of us, individually, should like to do just that, if we could. It was the real thing and it was a metaphor for peace."
—Bill Backer, one of the co-writers of the jingle and former creative director at McCann Erickson
It was on an idyllic hilltop in Italy where the seeds of a cultural phenomenon were sown.
Young people from around the world were gathered, their voices harmonizing with a melody that would soon echo across the globe.
This was no ordinary choir rehearsal—it was the birth of a unique advertising jingle that would unite the world with a Coke, one sip at a time. This is the story of the iconic song “I’d Like to Teach the World to Sing.”
In 1971, advertising masterminds Roger Cook, Roger Greenaway, Bill Backer, and Billy Davis collaborated on what began as a simple Coca-Cola jingle titled “Buy the World a Coke.”
What started as a commercial endeavor transformed into a cultural phenomenon.
Their art would transcend advertising to become a powerful anthem about unity and peace. Resonating with the vibe of the era.
The commercial “Hilltop” featured a diverse group of young people singing about global harmony.
Its jingle would later be adapted into “I’d Like to Teach the World to Sing” by The New Seekers.
A hit: The song achieved remarkable international success. It reached number one in the UK and the top ten in the US Billboard Hot 100 shortly after its release.
During the turbulent era of the Vietnam War, Coca-Cola’s “I’d Like to Teach the World to Sing” offered a message of hope and unity. A stark contrast to the daily images of conflict and social unrest.
The song would become an anthem of optimism, with its utopian vision of global harmony.
It resonated deeply with a young global audience.
The song was able to give hope to the yearnings and tensions of its time.
The jingle made a triumphant return during the 1990 Super Bowl, showing its remarkable cultural staying power.
Generational hope: The re-airing proved that the commercial’s message of global unity and shared joy, centered around sharing a Coca-Cola, could bridge generations.
It resonated just as strongly with audiences nearly two decades later as it did during its original run.
“I’d Like to Teach the World to Sing” began as a Coca-Cola commercial jingle but became a favorite in other mediums—primarily through its memorable use in television and film.
It is best known for a pivotal moment in the series finale of “Mad Men.”
The song has also been adapted in dramas like “The Americans,” where it provided commentary on Cold War divisions, as well as homages and parodies in other advertising campaigns, such as a 2005 Heinz commercial.
Beyond its commercial success, the song evolved into a lasting symbol of unity and shared human connection. The jingle set a new standard for the emotional power of advertising.
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