Coca-Cola the World’s Largest Company

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Coca-Cola company has already become the world’s largest company and the leader of soft drink producers. Coca-Cola was a familiar iconic taste, logo, and symbolism for generations around the world. The brand has represented family, the memories of good times, celebrations and the comfort of being with loved ones. However, one of the factors that brought success to Coca-Cola is the famous advertisements over the past years.

Through the period of the 1950’s to the 1970’s, Coca-Cola’s advertising style changed dramatically.

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The Golden Age of Coca-Cola was during in the 1950s. In 1950, Coca-Cola became the first product to appear on the Time magazine cover. On May 15th, 1950, the Time magazine cover depicted the famous red disc of Coca-Cola serving the globe which has a happy face with an ice-cold Coca-Cola bottle. At that time, Television was developing, and it was the new media tool to transport information to the audiences, Coca-Cola used this advantage and began producing advertisements describing holidays, and relaxation on TV. Coca-Cola has the first television commercial broadcast for Thanksgiving (1950) on CBS special featuring Edgar Bergen and Charlie McCarthy. These pictures helped Coca-Cola evolve Coke’s attraction not only in America but all over the world.

In 1955, Coca-Cola began using African-Americans pictures in marketing. Mary Alexander was one of the first non-celebrity, and African-American women who appeared in the print advertising of Cola-Cola in 1955. Ms. Alexander was a junior at Clark University in Atlanta when Coca-Cola came to campus to find models for a new campaign. She appeared in more than ten advertisings for Cola-Cola with the fellow student from Clark and other colleges. However, after graduating from Clark in 1956, she did not follow the model career. The purpose of this campaign is to make a bridge between the company and black consumers.

During the 1950s, Coca-Cola discovered itself involved in a war which is the cola wars when new soda named Pepsi was overgrowing and taking customers away from Coke. Although Pepsi has been invented around the same time as Coca-Cola, the company was rarely able to compete with Coke. To get active in the competition, Coke added new bottle sizes and boarded a huge advertising campaign. Pepsi had caused a great alarm for Coca-Cola Company when it was able to increase its sale by more than 100 percent between 1950 and 1955. The way Coke responded was to create two new bottle sizes; the king-size (10 ounces) and family-size bottle (26 ounces). The purpose of this evolution is to support women buying groceries. It would be easier for women to carry one larger bottle with other groceries than carrying a six-pack. The large container was an instant hit in the competition.

Coca-Cola marketing often depicts beautiful women in advertisements. The Coca-Cola Girls were the chosen subject from the 1890s through 1960s in vintage Coca-Cola advertising. Bathing beauties, women at play, and servicewomen from World Wars I and II are the most memorable images. In the beginning days of Coca-Cola advertising and even before the days of a television commercial, skilled artists produced Coke advertisements and the women to life. The 1960s period had brought a massive change to Americans. The healthy culture was overhauled by the Vietnam War and the Free Love period. In order to keep a national attraction, Coke would have to convey its advertising out of the 50’s but still maintain a healthy picture.

Therefore, the first diet product was launched, which is TaB. To continue with this campaign, the “Things Go Better with Coke” advertising begins. On the radio, pop singers such as Ray Charles, Aretha Franklin, Roy Orbison, and The Coasters used their special musical styles to swing the jingle. At that time, the original jingle was so talented, and other artists were able to match the lyrics to their favorite things. For example, when the melody of “Baby Love” by the Supremes came up, the women sang the “Things Go Better with Coke” lyrics instead of their own. In the early 1960s period, women began aware more of their bodies; they started to count their calories and watch their weight. For calorie-conscious customers, the sugary Coke was not an option. To belong with it, a new citrus-flavored sugar-free was a debut, which is Fresca.

In late 1969, Coca-Cola launched up the new slogan “It’s the Real Thing” show in a new advertising look for Coke’s brand. To go along with this was a 1970s ad featuring a diverse group of young people. The commercial was filmed on an Italian hillside, the group of people was singing the songs “I’d like to buy the world a Coke and keep it company.” This advertisement was first introduced as a radio ad and then as a television advertisement. It became a worldwide hit and remains one of the most famous commercials for Coca-Cola. The era that Coca-Cola went global was in the 1970s. The company has spread to 163 countries globally. Over the decade, Coca-Cola has achieved new markets such as Macau, Turkey Paraguay, the Philippines. Moreover, Coca-Cola has developed into many different flavors such as Fanta and Sprite. With the rapid expansion, Coca-Cola went with an extended advertising campaign, Coca-Cola always believed in advertising.

In 1978, Coke signed an agreement to re-enter the China market (The biggest trade country in the world) after a nearly 30 years absence. This could be a big jump to the bigger economic country like China. It is undoubted that the most famous and favorite soft drink is Coca-Cola. It remains its iconic taste, unforgettable memories, and symbolism not just in America but throughout the world. In each period, Coca-Cola has brought new ideas to the world through commercials and advertising. In other words, Coca-Cola has evolved over time with the world.

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Coca-Cola the world's largest company. (2019, Apr 10). Retrieved from