Coca‑Cola's Global Marketing Campaigns and Local Adaptation (1948-1992)

1. Postwar global expansion shapes Coke marketing

   Jan 1, 1948Labels: Coca Cola, Global bottling, Postwar expansion

   • Britannica
   • Coca Cola

2. “Sign of Good Taste” campaign promotes lifestyle imagery

   Jan 1, 1957Labels: Sign of, Lifestyle advertising, 1950s campaign

   • HistoryOasis

3. “Things Go Better with Coke” expands pop-music tie-ins

   Jan 1, 1963Labels: Things Go, Music tie, 1960s campaign

   • TimesSquareSign
   • AutoUniversum

4. “It’s the Real Thing” launches with new brand look

   Oct 1, 1969Labels: It s, Brand identity, 1969 rebrand

   • TimesSquareSign
   • USC Scalar
   • WARC

5. “Hilltop” TV commercial globalizes Coke’s message

   Jul 1, 1971Labels: Hilltop, McCann Erickson, 1971 commercial

   • WARC
   • TeachWorldSong

6. “Coke Adds Life” refreshes everyday-occasion positioning

   May 1, 1976Labels: Coke Adds, Everyday occasions, 1976 campaign

   • CokeFanatism

7. “Have a Coke and a Smile” launches with star storytelling

   Jan 1, 1979Labels: Have a, Character storytelling, 1979 campaign

   • HeyKidCatch

8. “Mean Joe Greene” ad becomes a cultural touchstone

   Oct 1, 1979Labels: Mean Joe, Hey Kid, TV commercial

   • HeyKidCatch

9. “Coke Is It” targets youth amid the Cola Wars

   Jan 1, 1982Labels: Coke Is, Cola Wars, Youth targeting

   • CosbyAds
   • CokeSlogans

10. New Coke crisis forces brand and message reset

    Apr 23, 1985Labels: New Coke, Product crisis, 1985 launch

    • NewCoke

11. “Catch the Wave” uses Max Headroom for New Coke

    Jan 1, 1986Labels: Catch the, Max Headroom, New Coke

    • NewCoke
    • CokeSlogans

12. “Can’t Beat the Feeling” scales across many countries

    May 15, 1989Labels: Can t, 1989 campaign, Market segmentation

    • UPI 1989
    • ShotsMag
    • CokeSlogans

13. “Hilltop Reunion” reinforces a “real thing” message

    Jan 28, 1990Labels: Hilltop Reunion, Super Bowl, Nostalgia ad

    • TeachWorldSong

14. By 1992, localized execution is a core global strategy

    Dec 31, 1992Labels: Localized execution, Global strategy, 1992 summary

    • UPI 1989
    • CokeSlogans