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Entering the last quarter of the 20th
century, the deep emotional bond between Coca-Cola and its
consumers grew even more powerful and more global. In 1971,
young people from around the world gathered on a hilltop in
Italy to sing "I'd like to buy the world a Coke:' a counterpoint
to turbulent times. This was also a glimpse into the Company's
future: an expanding global presence and an even closer attachment
to the world's most cherished trademark.
The power and prestige of Coca-Cola were exemplified in 1988,
when three independent worldwide surveys conducted by Landor
& Associates confirmed Coca-Cola as the best-known, most-admired
trademark in the world. As a national business magazine noted
in reporting the U.S. results, "Coca-Cola is so powerful
it's practically off the charts".
Perhaps a more human assessment of consumers' loyalty to Coca-Cola
had come in 1985. The Company startled the American public
by announcing a new taste for Coke, the first change in the
secret formula since Coca-Cola was created in 1886. The new
taste was overwhelmingly preferred in taste tests, but all
the testing and research could not measure the emotional attachment
Americans had for the original formula. That original taste
had become more than just a soft drink, and consumers' deep
feelings, memories and loyalties to its unique attributes
came ahve. The Company listened to its consumers and quickly
responded by returning the original formula to the market
as Coca-Cola classic.
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The Company's global strategy during the 1980s continued
to bring consumers on every continent refreshing products
for every occasion and every lifestyle. In 1982, soft drink
history was made with the introduction of diet Coke, the first
extension of the trademarks Coca-Cola and Coke, and the most
successful new soft drink since Coca-Cola itself. Within two
years, diet Coke had become the top low-calorie soft drink
in the world.
Advertising during the 1970s and 1980s continued a long tradition
that presented Coca-Cola as one of fife's simple pleasures,
distinctive and acceptable anywhere. In 1976, the "Coke
Adds Life" campaign was introduced, laying the foundation
for the 1979 introduction of "Have a Coke and a Smile;'
a campaign of heart-warming emotion best captured by the famous
television commercial featuring Pittsburgh Steelers tackle
"Mean Joe Greene.
In early 1982, the theme "Coke is it! was launched around
the world to reflect the resurgent, positive spirit of the
1980s and to reaffirm the leadership of Coca-Cola. "Can’t
Beat the Feeling" wrapped up the 1980s, while "Can’t
Beat the Real Thing;'' led the way into the 1990s, and the
innovative "Always Coca-Cola!' campaign debuted in 1993.
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