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In the 1960s, the Space Race between the US and USSR was in full swing.
The USSR launched Sputnik, and the US successfully landed on the moon.
It was also an era when the Civil Rights Movement was gaining ground, with Martin Luther King Jr. leading the charge.
The Beatles and Rolling Stones were transforming American culture.
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During this period of cultural change, The Coca-Cola Company created the "Things Go Better with Coke" slogan.
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McCann-Erickson, the ad agency for Coke, came up with the "Things Go Better with Coke" campaign in the 1960s.
They were looking to create marketing copy that weaved the optimistic and tumultuous spirit of the time.
The campaign was developed to reflect different cultural moments, such as:
Coca-Cola’s "Things Go Better with Coke" marketing campaign collaborated with many famous musicians of the 60s.
The campaign used a mix of music, celebrity endorsements, and strategic advertising to promote the brand.
Ray Charles was the most featured artist, performing a soulful version of the campaign jingle.
The Beatles also participated during their rise to fame with their own recording.
Elton John, a young man at the time, helped Coca-Cola appeal to younger audiences.
Other stars included:
"Things Go Better with Coke" used celebrity endorsements to move beyond superficial appearances by integrating popular music directly.
Instead of creating entirely new jingles, they adapted existing popular songs to include Coca-Cola's message.
Ray Charles's hit song "I Got a Woman" was specifically adapted for a Coca-Cola advertisement.
It maintained the original song's emotional appeal while incorporating the brand message.
The campaign reached its heights during the golden age of radio and early television.
The main jingle was played on radio stations between regular songs—blending with popular music.
Things Go Better with Coke was even on "American Bandstand," a significant music television show.
"The Ed Sullivan Show" incorporated the campaign through live performances and strategic product placements.
It was also weaved into popular sitcoms like "I Love Lucy" and "The Dick Van Dyke Show" via casual mentions.
The 1960s was a period of social, political, and cultural upheaval.
Anti-war activists repurposed “Things Go Better with Coke” to create protest messages.
These variations included:
These twisted slogans would pop up in underground comics and alternative magazines.
They became tools of resistance.
The response served as both corporate criticism and proof of its cultural impact.
The Cola Wars between Coca-Cola and PepsiCo started to intensify in the 60s.
During the same period as "Things Go Better with Coke,” PepsiCo launched its own campaign.
The “Pepsi Generation.”
The "Pepsi Generation" campaign specifically targeted the youth culture of the 1960s.
Coca-Cola’s new slogan emphasized universal appeal and comfort—but Pepsi positioned itself as the choice for those challenging the status quo.
Pepsi's focused its ads on:
This helped Pepsi become a symbol of modernity and rebellion.
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"Things Go Better with Coke" achieved great cross-cultural success.
Coca-Cola implemented localized versions of the campaign across Asia, Europe, and LATAM.
In each region, they maintained their core message while adapting to local cultural tastes.
It was particularly successful in markets that:
The campaign reportedly led to a 50% increase in sales worldwide.
The key to its success was in music.
Music was the universal link to bridge cultural and linguistic differences.
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The "Things Go Better with Coke" campaign success gave Coke and other brands the blueprint for future campaigns.
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