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© History Oasis
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1886
The first official Coca-Cola slogan appeared in the Atlanta Journal. Pharmacist John Pemberton positioned his new syrup as both tasty and cooling—essential qualities for a soda fountain drink. This simple promise established the template for all future cola advertising.
1898
Caleb Bradham marketed his “Brad’s Drink” as medicine, claiming digestive benefits from pepsin enzyme. Pepsi’s first slogan piggybacked on the era’s patent medicine culture, where sodas were often marketed as health tonics. The triple promise targeted both energy and wellness, positioning Pepsi as a functional refreshment.
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1910-1914
Dr Pepper claimed superiority over all other drinks through this royal metaphor and slogan. Created in Waco, Texas, this bold declaration positioned the unique 23-flavor blend as the ultimate refreshment. The campaign established Dr Pepper as distinctly different from colas.
1917
During World War I, Coca-Cola boasted about its sales to prove popularity and reliability. The slogan proved if three million people chose Coke daily, it must be superior.
1929
Launched weeks before the stock market crash, 7 Up originally contained lithium citrate, a mood stabilizer. The complex name reflected the era’s faith in chemical solutions. Charles Grigg positioned his clear soda as both refreshing and mentally beneficial. It was a unique selling proposition in the crowded soda market.
1939
During the Great Depression, Pepsi competed on value, offering 12 ounces for the same nickel that bought 6.5 ounces of Coke. The campaign included a jingle that became a cultural phenomenon, establishing Pepsi as the economical choice. This strategy captured cash-strapped consumers during hard times.
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1950s
Post-war optimism met energetic wordplay. The rhyming slogan suggested Pepsi delivered more vitality per serving than competitors. This playful approach targeted the emerging youth market, establishing Pepsi’s association with energy and fun. Themes that Pepsi would use over and over again in the coming decades.
1950s
The pun on “pepper” and “pep” positioned Dr Pepper as both sociable and energizing. This warm, approachable sloganmatched 1950s suburban values. The hyphenated construction made it memorable and reinforced the brand’s playful personality.
1961
Coca-Cola launched Sprite to challenge 7 Up’s dominance in lemon-lime sodas. The alliterative slogan highlighted the sharp, citrusy bite that distinguished Sprite from sweeter colas. “Tingling” suggested refreshment through sensation.
1963
This groundbreaking campaign invented generational marketing. Pepsi positioned itself as the choice of young, energetic Americans, directly challenging Coca-Cola’s universal appeal. The slogan captured 1960s counterculture.
1971
Responding to Pepsi’s youth focus, Coca-Cola emphasized authenticity over demographics. The slogan suggested competitors were imitations while Coke remained original and genuine. This campaign included the famous “I’d Like to Buy the World a Coke” commercial.
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1977-1983
The most successful Dr Pepper campaign created a community through consumption. Featuring David Naughton, the ads suggested drinking Dr Pepper made you part of an exclusive, fun-loving group. The inclusive message (“I’m a Pepper, he’s a Pepper, we’re a Pepper”) built brand loyalty that couldn’t be broken.
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1983
PepsiCo positioned Mountain Dew for active, outdoorsy consumers. The punning slogan suggested energy and determination while referencing the product name. This campaign marked the beginning of Mountain Dew’s association with extreme sports and adventure. It targeted young males seeking excitement and challenge.
1993
During the peak of the Cola Wars, Coca-Cola emphasized consistency and reliability. The simple slogan suggested Coke remained the constant choice regardless of trends or competition. This campaign featured animated polar bears, softening Coke’s image.
1994-2006
This was a revolutionary campaign that connected Sprite consumption with authentic self-expression. Created by Lowe & Partners, the slogan targeted hip-hop culture and urban youth, suggesting that choosing Sprite meant staying true to yourself. This anti-advertising approach influenced an entire generation of marketers.
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2000
Simplifying messaging for the new millennium, Coca-Cola reduced its promise to pure pleasure. The period after “Coca-Cola” created emphasis, while “Enjoy” suggested uncomplicated satisfaction.
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2006
Global campaign positioning Coca-Cola as life’s positive moments’ enhancer. The slogan suggested choosing happiness and optimism through brand association. This international message aimed to connect Coke with universal human experiences.
2006
Replacing “Obey Your Thirst,” this slogan emphasized liberation through refreshment. The campaign maintained Sprite’s appeal to hip-hop culture. The message suggested Sprite provided both physical relief and personal freedom.
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2009
During the global financial crisis, Coca-Cola promoted emotional positivity. The slogan suggested that consuming Coke unlocked joy, connecting product use with psychological well-being. This campaign emphasized shared human experiences and optimism during uncertain times.
2009
Playing on the “Dr” in Dr Pepper, this campaign featured celebrities with medical connections. The slogan suggested savoring the complex flavor while maintaining the brand’s authoritative positioning.
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2016
Coca-Cola’s current global slogan connects physical sensation with emotional experience. The campaign unifies all Coca-Cola variants under one message, suggesting the brand delivers both flavor and feeling.
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