Insight
shots looks back at some of the soft drink's most memorable slogans over the last 60 years.
by shotson 22nd January 2016
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With news breaking this week of the world’s favourite soft drink, Coca-Cola, unifying its brands globally under the new strapline ‘Taste the feeling’, shots looks back over 60 years of some of the brand’s best-loved slogans.
1950’s – Refreshingly Different
Way back in 1956, British Ballroom Dancing Open champions Alf Davies and Julie Reaby fronted one of a series of commercials for the brand, which each featured celebrities of the time. The slogan clearly set the brand apart from other products because of its distinguishing selling ploy – a tactic that would come to characterise its spots in the coming years.
1960’s – Refreshes you best
The 60s saw this animated spot, most likely produced by Larkins Studio, starring a pair of cheeky characters playing tricks on one other. Recalling the tagline of the previous decade, the tagline becomes shorter and directly addresses the consumer, creating a sense of personalisation.
1970’s - The Real Thing
Unveiled in arguably one of the brand’s most famous spots on the list – Hilltop/I'd like to buy the world a co*ke – the 70s slogan evolved from direct comparisons with other brands to confirming its position on the cola market by relabelling itself as an authentic product and flavour.
1980’s - Can’t Beat The Feeling
If anything sums up a decade in 60 seconds, it’s 1989’s Can't Beat The Feeling. Featuring a catchy jingle, some brilliant dance moves and true 80s fashion, this slogan reflects the brand’s move towards enhancing how the consumer feels when drinking a co*ke.
1990’s - Always Coca-Cola
Long before the days of the battle for the best Christmas spot, co*ke cornered the market with its iconic red Christmas Trucks. Once again, the slogan tugs on emotions by cleverly linking the holiday season to the brand.
2000’s –co*ke Side of Life
The 2007 slogan highlighted the power of the brand and its ability to transform the consumer’s outlook on life. The Super Bowl spot Videogame saw a gritty Grand Theft Auto-esque character change his tune after drinking a co*ke and seeing the ‘co*ke Side of Life’.
2010’s – Open Happiness
By 2013, the brand’s well-loved polar bear family returned to our screens with a short film produced by Ridley Scott and shorter spots as seen below. Open Happiness appealed to the consumer’s feelings and suggested the importance of family value in its heart-warming spot. The slogan has changed little until its newest evolution, Taste The Feeling from The Anthem (at the top of the page).
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