Now, over a hundred and twenty-four years it has grown to become one of the most recognizable brands in the world. But though you recognize the brand, you don’t remember the slogan because, first of all, it changes so frequently, and secondly, it is often too dumb for you to want it to stay in your head.
Coca Cola’s marketing campaigns score triumphs in the science of advertising: that they can spend so much energy and enthusiasm to put out a message that amounts to absolute vapidity, that they can yell so loudly and so long and say nothing at all, that is one triumph.
That they can repeat the process every year with a whole new bunch of pointless sparkles of verbiage, to dazzle you with flashes that don’t actually show you anything, is another.
My conclusion is that the purpose of all the slogans, the airbrushed models, the animated maridadi etc is simply to draw your attention to the fact that Coke exists. People will try to convince you that it’s about “positioning” and “brand placement” and “market strategy” and “message” but I hope such people noticed that I know when Coca Cola was invented. This suggests that I wasn’t born yesterday.
Let’s look at some slogans from Coke over the years.
In 1982 it was: Coke Is It:
What does that mean?
Or you could just be the 2003 Slogan Real. This was a rehash of the 1969 slogan, Coke is The Real Thing.
What Does It Mean?
What does it mean?
The current one is Open Happiness.
This is where Coke slogans cross over from being benignly stupid to being offensive. I am annoyed. There is no happiness in any Coke bottle. The thing doesn’t even have any alcohol content in it!