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In the 1950s, at the dawn of the Atomic Age, the Civil Rights Movement, and the rise of TV as a dominant medium, the Coca-Cola Company launched its "Sign of Good Taste" campaign.
The post-war era of the 1950s was marked by optimism and joy.
It was a period of rapid technological advancement, influenced by the atomic age and early space exploration.
The Cold War officially began when nuclear bombs were first detonated in the 1940s and got colder with the successful launch of Sputnik in 1957.
There was a surging interest in both atomic energy and the Space Race.
Coca-Cola launched the "Sign of Good Taste" campaign with advertising that incorporated space-age aesthetics and futuristic themes.
The campaign reflected the technological optimism of this era.
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People in America remember the 1950s for its post-war economic growth and suburban expansion.
Advertisements of this era became influential tools for both shaping and reflecting societal values.
Most marketing of the time emphasized:
Coca-Cola ran the "Sign of Good Taste" campaign with these themes in mind.
Many of the print and TV advertisements focus on families at picnics, going to the beach, baseball, middle-class lifestyle aspirations, and family.
Similar campaigns of the era include Chevrolet’s “See the U.S.A. in Your Chevrolet” and Tupperware’s homelife marketing blitz.
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In the 1950s, Coca-Cola's "Sign of Good Taste" marketing portrayed an idealized version of American life.
However, this contrasted sharply with the reality of Civil Rights protests.
There is controversy in that Coca-Cola's advertising primarily targeted and featured white, middle-class Americans—excluding blacks from its ad copy.
The Civil Rights Movement would soon gain momentum.
Coca-Cola had to pivot fast to be on the right side of history and in order to tap into the fast growing African American market.
By the 1960s, the “Sign of Good Taste” campaign started to include Black individuals in their ads.
The Coca-Cola Company even started to use its influence to pressure Atlanta's white business leaders to attend a formal dinner honoring Dr. King.
This was also an era where the rise of television and radio transformed advertising strategies.
Coca-Cola launched the "Sign of Good Taste" campaign, leveraging these new mediums, especially audio.
In doing so, the company created the "Things Go Better with Coke," a jingle that successfully merged pop culture with brand messaging.
Another jingle was "Coca-Cola Refreshes You Best," emphasizing the refreshing beverage.
The jingles became part of everyday life as people would sing them in homes, schools, and workplaces.
The 1950s saw the TV as a central fixture in American homes.
Coca-Cola ran "Sign of Good Taste" ads successfully using this visual medium.
Giving the company new visual storytelling opportunities.
Coca-Cola produced several notable TV commercials, including:
The commercials aimed to position Coca-Cola as an integral part of American social life.
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The Coca-Cola Company successfully adopted “The Sign of Good Taste” campaign in foreign markets.
In Japan, Coca-Cola advertisements incorporated:
In Brazil, Coca-Cola marketing focused on:
In India, Coca-Cola integrated with major festivals:
In European markets like France and Italy, advertisements featured:
Coca-Cola was able to successfully maintain a global brand identity while adapting to local cultural contexts.
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