Always Coca-Cola

THE STORY BEHIND "ALWAYS COCA-COLA"

"Coca-Cola is a product that has always been and will always be part of the American scene. It's a standard ... like the hot dog and apple pie."

—Roberto Goizueta

In the early 1990s, the world was undergoing transformative shifts both geopolitically and culturally.

The dissolution of the Soviet Union in late 1991 marked the end of the Cold War era, ushering in a new age of globalization and a reimagining of world order, while on the cultural front, the rise of MTV and the grunge movement signaled a generational pivot in music and youth expression.

Amidst these profound changes, Coca-Cola's "Always Coca-Cola" campaign emerged, astutely capturing and contributing to the zeitgeist, weaving itself into the fabric of global popular culture while reaffirming its status as a timeless and universal icon.

INTRODUCTION & CONTEXT

The Pepsi Challenge Ad
Source: PepsiCo

In the realm of commerce, particularly in the carbonated beverage sector, a fierce rivalry between The Coca-Cola Company and PepsiCo reached heightened levels of intensity.

Pepsi, not merely content to be a runner-up in the cola wars, embarked on aggressive and innovative marketing strategies, most notably their "Pepsi Challenge" taste tests and partnerships with burgeoning pop icons of the era, like Michael Jackson and Madonna.

These moves by Pepsi were designed not only to gain market share but to position themselves as the beverage of a younger, more dynamic generation.

Coca-Cola, with its deeply entrenched legacy, faced the challenge of preserving its time-honored brand while staying relevant in an ever-evolving cultural landscape.

The company's tried-and-true "one sight, one sound, one sell" advertising doctrine, which had served them well in decades past, began showing signs of fatigue in resonating with newer audiences. This mounting pressure from Pepsi and changing consumer tastes compelled Coca-Cola to introspect and recalibrate its branding strategy.

The resultant "Always Coca-Cola" campaign, launched in February 1993, was not merely a reactionary measure against Pepsi's onslaught but a proactive endeavor to tap into the zeitgeist of the time.

ENGAGING CREATIVE ARTISTS AGENCY (CAA)

Creating Always Coca-cola
© History Oasis

As the 1990s dawned, youth culture was experiencing a rapid metamorphosis, markedly distinct from the preceding decades.

The close of the 1980s had left behind the glitz and glamor of neon and synth-pop, giving way to the raw authenticity of grunge music and the rise of alternative subcultures. From the Pacific Northwest's rainy cities emerged bands like Nirvana and Pearl Jam, encapsulating a new spirit of rebellion, angst, and introspection that resonated with young people worldwide.

Yet, it wasn't just music that was shifting.

Fashion followed suit, with the polished looks of the '80s being replaced by flannel shirts, torn jeans, and combat boots. Simultaneously, the digital age was on the horizon, with video games growing in popularity and the personal computer beginning its descent into households. This was a youth increasingly skeptical of established norms, fueled by a desire for authenticity and a disdain for overt commercialism.

Recognizing this seismic shift, Coca-Cola sought the expertise of the Creative Artists Agency (CAA), known for its finger-on-the-pulse understanding of popular culture.

The challenge was to bridge the gap between a historic brand and a generation that prized genuineness and originality.

BIRTH OF ‘ALWAYS COCA-COLA’

Always Coca-Cola
Source: The Coca-Cola Company

At the heart of the "Always Coca-Cola" campaign's ideation was the desire to underscore Coca-Cola not as a fleeting refreshment, but as an enduring symbol of shared moments and memories.

To navigate this complex landscape, Coca-Cola placed its trust in the Creative Artists Agency (CAA), an institution not traditionally associated with advertising, but renowned for its expertise in managing talents and understanding the pulse of popular culture.

CAA's approach to the campaign was rooted in storytelling, aiming to create narratives where the drink became synonymous with universally cherished emotions and experiences.

Led by individuals like Phil Dusenberry and Len Fink, the creative team faced the mammoth task of rejuvenating a century-old brand for a new generation. Their brainstorming sessions delved into the intrinsic values and memories associated with Coca-Cola—from summer gatherings to holiday celebrations, from moments of solace to times of jubilation.

The result was the "Always Coca-Cola" theme, a deceptively simple phrase that carried profound weight. It conveyed constancy, suggesting that no matter the changing circumstances of life, Coca-Cola remained a steadfast companion.

Real people's experiences, stories, and feedback became the bedrock upon which the campaign was built, ensuring that it wasn't just a corporate message but a reflection of genuine consumer sentiment.

DIVERSE MESSAGING UNDER A UNIFIED THEME

Always Coca-Cola
Source: The Coca-Cola Company

The 1990s were rife with brands attempting to find their voice amidst a tumultuous landscape of shifting consumer preferences and the dawning digital age.

At this crossroads, Coca-Cola's campaign stood out for its nuanced multichannel approach. Television commercials, often the most potent tool in an advertiser's arsenal, depicted scenarios spanning from intimate gatherings to grand celebrations, all unified by the presence of Coca-Cola.

Print ads, with their static nature, relied heavily on evocative imagery, juxtaposing the iconic red Coca-Cola label with universally relatable moments, such as a beach sunset or a family dinner.

Billboards, designed for fleeting interactions with commuters and pedestrians, distilled the campaign's essence into powerful visuals, often paired with the minimalist "Always Coca-Cola" tagline.

Such was the strength of the campaign that its core message remained unambiguous, regardless of the medium: Coca-Cola was not just a beverage, but an integral thread in the fabric of daily life.

In contrast, many contemporaneous campaigns leaned heavily into niche narratives or overt pop culture tie-ins. Pepsi, for instance, amplified its "Choice of a New Generation" mantra, often spotlighting celebrities and leveraging their appeal to attract younger audiences.

Other brands, like Sprite, took a more irreverent approach with their "Obey Your Thirst" slogan, targeting the urban youth demographic.

Yet, what distinguished Coca-Cola's efforts was its timeless resonance, eschewing the ephemeral for the enduring.

ICONIC ADVERTISEMENTS

The 1990s witnessed an advertising renaissance, and within this milieu, the "Always Coca-Cola" campaign. A perfect blend of nostalgia, zeitgeist, and universal appeal, the commercials were visual masterpieces crafted to evoke deep-seated emotions.

"Northern Lights," for instance, was a tapestry of serenity and awe. Against the ethereal backdrop of the dancing aurora borealis, a group of polar bears came together in camaraderie, their silhouettes juxtaposed against the luminous night sky. The simple act of sharing a Coca-Cola bottle under the majesty of nature evoked feelings of unity, wonder, and warmth amidst the frigid landscape. It was an unspoken promise of Coca-Cola's ability to foster connections even in the most unexpected of circumstances.

On the other hand, "Holidays are Coming" tapped into the collective anticipation of the festive season. The rhythmic cadence of the jingle, combined with the visual of illuminated trucks weaving through snow-clad towns, symbolized the joy and excitement inherent to holiday reunions. The recurring theme was clear: no matter where you are, the festive spirit is incomplete without Coca-Cola.

Further amplifying its reach and resonance, the campaign astutely collaborated with celebrities, recognizing their influential role in the youth's evolving pop culture lexicon.

These ads, often light-hearted and vivacious, showcased known figures relishing simple moments with a Coke.

INNOVATIVE USE OF ANIMATION

Always Coca-Cola ad
Source: The Coca-Cola Company

The dawn of the 1990s bore witness to a nascent yet rapidly evolving field of computer-generated imagery (CGI).

Previously, animation had largely relied on traditional hand-drawn methods, which, while artistically rich, had limitations in terms of creating lifelike visuals. The "Always Coca-Cola" campaign's decision to utilize CGI, particularly in the portrayal of the polar bears, represented a transformative moment in the annals of advertising history.

The polar bears, rendered with impressive realism, boasted fluid movements, intricate fur detailing, and expressive facial features—proof to the capabilities of the then avant-garde CGI techniques. What made this leap even more audacious was the juxtaposition of these CGI creatures against a backdrop of real-world imagery, blurring the lines between the animated and the tangible.

These pioneering visuals were largely powered by the growing capabilities of software like Alias/Wavefront's PowerAnimator, which would later evolve into the famed Maya 3D software.

Tools like these offered animators an unprecedented level of control and precision, allowing for the creation of characters and scenes previously thought unimaginable. Additionally, the availability of more powerful computer hardware during this era played a crucial role in enabling these intricate renderings and simulations.

While movies like "Jurassic Park" were simultaneously showcasing the marvels of CGI to cinema audiences, the Coca-Cola polar bear commercials were doing the same in the realm of advertising, demonstrating the potential of CGI not just as a tool for fantasy, but for crafting emotionally resonant narratives.

EXTENDED CAMPAIGN LIFE

Always Coca-Cola Ad in Italian
Source: The Coca-Cola Company

The "Always Coca-Cola" campaign, a magnum opus in Coca-Cola's advertising history, showcased a brilliant amalgamation of continuity and adaptability, allowing it to remain both fresh and familiar over an extended period.

Throughout its tenure, multiple ads were crafted under its umbrella, each a unique interpretation of the core theme, yet unmistakably part of the overarching narrative.

One such classic was the "Northern Lights" commercial, which we've previously discussed, where CGI-rendered polar bears shared a moment of wonder under the aurora borealis. This ad, with its harmonious blend of technology and storytelling, remains one of the most iconic in the campaign's anthology..

The "Animated Sun" spot cleverly juxtaposed a hot, sweltering day with the refreshing relief of a Coca-Cola, suggesting that the beverage was the perfect antidote to life's heated moments. The animation's playful nature and the sun's whimsical expressions made it particularly endearing to audiences.

Continuing the trend of animation, the "Coke and Meal" series highlighted the brand as a perfect companion to meals, from picnics to fine dining. This range of scenarios spoke to Coca-Cola's universal appeal across varied settings.

For sports enthusiasts, commercials themed around the Olympics and the World Cup sought to position Coca-Cola as the drink of champions and spectators alike. These ads capitalized on the global excitement surrounding such events, subtly weaving in the message that every triumphant moment was made even sweeter with a Coke in hand.

A series of ads also incorporated popular celebrities of the era, further reinforcing the drink's relevance within contemporary pop culture. By seamlessly integrating these figures into universally relatable narratives, Coca-Cola ensured a broad and cross-generational appeal.

The genius of the "Always Coca-Cola" campaign lay not just in its enduring tagline, but in its ability to create diverse, yet cohesive stories over the years.

IMPACT & LEGACY

Always Coca-Cola in different languages
Source: The Coca-Cola Company

The "Always Coca-Cola" campaign, born from a rich tapestry of creativity and strategic foresight, was not just a triumph of marketing, but a story to the power of resonant storytelling in shaping popular discourse.

Its prominence arose from its ability to tap into universal human experiences and emotions, offering comfort and familiarity in an ever-changing world. Sergio Zyman, Coca-Cola's Chief Marketing Officer at the time, astutely noted, "We're selling magic, not molecules. It refreshes the body and mind." This statement encapsulates the campaign's ethos, transcending the product to touch upon deeper emotional chords.

In the aftermath of the New Coke episode, where Roberto Goizueta, then CEO of Coca-Cola, once said, "Some critics will say Coca-Cola made a marketing blunder. Some cynics will say that we planned the whole thing. The truth is we are not that dumb, and we are not that smart," the company realized the importance of re-emphasizing its core product.

The "Always Coca-Cola" campaign thus became a beacon of this refocused strategy, ensuring that Coca-Cola Classic remained at the forefront of public consciousness.

David Lubars, an acclaimed advertising executive, once remarked, "The best brands are built on great stories." The "Always Coca-Cola" campaign was an embodiment of this philosophy, weaving narratives that connected intimately with audiences globally. The reverberations of this campaign extended beyond the realm of marketing, influencing discussions in business schools, pop culture critiques, and among the general populace.

In the grand chronicles of advertising, where campaigns are often ephemeral, fluttering away with the winds of change, "Always Coca-Cola" stands as a monolith—a symbol of enduring appeal and timeless charm, illustrating Coca-Cola's unyielding position in the history of global culture.

COLLECTION

NEXT