How has the Coca-Cola Company influenced our lives through advertising, art, pop culture, and responses to social and political situations over the years?
- Noa Katz
- Jul 2
- 19 min read
Hey friends, I'm sharing here a seminar paper I wrote for my master's degree in Visual Communication.I found it really interesting to write, so I thought I’d post it here as a blog-style entry.
The paper was submitted to Prof. Uri Bartal in September 2024.
Enjoy reading!
Introduction
On June 8, 2024, the news reported the release of four hostages from Hamas captivity. Amid the joy and celebration that swept the streets of Israel, an online storm emerged simultaneously when a photo surfaced of Noa Argamani (whose image during the October 7, 2023 abduction became iconic) holding a bottle of Coke next to her father, who was holding a Coke Zero. The photo sparked widespread attention, as even well-known journalists felt compelled to comment not on the event itself—but on the Coke bottles.
Photo credit: Used in accordance with Section 27a
One of the responses that stuck with me in particular was from journalist Haim Levinson, who turned the Coke into the main focus (rather than Noa herself) and tweeted on his X account: “Poor thing, after so much time with Arabs she got used to drinking red Coke.”
The controversy surrounding his tweet, along with other responses that focused on Coca-Cola, sharpened my understanding of the brand’s immense power and influence—how, even in one of the most significant and emotional moments since the war, everything revolved around Coca-Cola.
This strengthened my desire to explore and understand just how much the brand and its design affect us as a society.
Screenshot
Since 1886, the fizzy black drink has existed in the world and became iconic from its early years. In this paper, I am interested in exploring how Coca-Cola became one of the most influential companies in the world through captivating branding and smart, precise advertising. Its influence goes beyond the business world and touches deeply on popular culture, art, and responses to social and political situations. In this paper, I will examine how Coca-Cola managed to build a powerful global image while influencing and responding to a wide range of areas in everyday life.
The goal of this paper is to investigate the various ways in which Coca-Cola has impacted society, both through groundbreaking advertising campaigns and through its unique design that captured the hearts of millions. In its commercials, Coca-Cola not only promoted its products but also conveyed messages of unity, optimism, and global connection.
Beyond advertising, Coca-Cola has had a major influence on art and design. Its bottle and logo design became global symbols that served as inspiration across various fields of popular art and graphic design. In this way, Coca-Cola managed to embed its distinctive image into general culture and create strong emotional connections with us.
Chapter 1: The Rise of Coca-Cola
1.1 Historical Background
The Coca-Cola we know today was first formulated in 1886 by Dr. John Stith Pemberton, a pharmacist from Atlanta, Georgia. Pemberton, who was struggling with a morphine addiction, sought a remedy that might help him and believed that an extract of coca leaves (from which cocaine is derived) and kola nuts (which contain caffeine) might be the answer. He mixed the ingredients with sugar syrup and carbonated water, creating a new beverage called “Coca-Cola.” (The original name was designed and suggested by his bookkeeper, Frank Robinson.) Pemberton marketed Coca-Cola as a medicine that could solve problems like headaches, fatigue, and even erectile dysfunction. He first sold the drink at Jacobs' Pharmacy, where the product was tested, declared "excellent," and offered for sale for five cents a glass as a soda fountain drink. Carbonated water was combined with the new syrup to create a drink that was both “delicious and refreshing.”
Although it was marketed as a medical advancement, Coca-Cola quickly gained popularity as an everyday beverage. People were excited by its sweet and fizzy taste, and the drink began to attract fans beyond the medical community. Pemberton established a network of distributors that began to spread across the United States, making the drink more accessible to the general public.
After Pemberton’s death in 1887, the Coca-Cola formula was purchased by Asa Candler. Under his ownership, it became the most popular drink in America thanks to Candler’s aggressive marketing techniques. Asa Candler officially founded the Coca-Cola Company in 1892. In 1899, the first bottling plant was established in Chattanooga, Tennessee, marking the beginning of Coca-Cola’s distribution in bottles. This move greatly contributed to the drink’s rising popularity. The company began to focus more on the refreshing taste and brand image rather than its supposed medicinal benefits. In 1903, the company removed cocaine from the formula, replacing it with caffeine to maintain its stimulating effects, in response to growing concerns about cocaine addiction.
Over the years, Coca-Cola has used innovative marketing strategies to differentiate itself from competitors and build a strong brand image. The brand has also stood out in pop culture and sports. Coca-Cola became a partner in global sporting events such as the Olympics and the FIFA World Cup, reinforcing its image as a global brand that understands the importance of sports culture.
Today, Coca-Cola is one of the most recognized and beloved brands in the world. It produces nearly 450 different brands, is sold in over 200 countries, and is consumed by millions of people daily. The brand has successfully penetrated international markets and dealt with a variety of challenges, including adapting the product to suit diverse consumer preferences worldwide. Even increasing competition—especially from Pepsi—hasn’t stopped Coca-Cola from leading the soft drink industry. The company continues to innovate and address environmental concerns and shifting consumer tastes and preferences, all while maintaining its positive and iconic branding. Coca-Cola is also committed to sustainability and innovation efforts, including launching biodegradable packaging and bottle recycling programs.
1.3 Coca-Cola's Brand Design: Creating a Global Icon
Logo
In 1886, right at the beginning, early newspaper advertisements featured the name “Coca-Cola” written in a simple serif font, with a period at the end.
In 1887, one year after Coca-Cola entered the market, the founders invested significant effort in branding, which led to the design of the second version of the logo—a more refined look created by Frank Mason Robinson. This second version is closer to what we recognize today as one of the most iconic logos of all time. Robinson used the “Spencerian” script, named after Platt Rogers Spencer. The Spencerian script was popular in schools and businesses across the United States and served as Robinson’s inspiration.
Since then until today, the company has maintained the original design (apart from some subtle changes), and the logo has become a classic icon. This unchanging style reinforces the concepts of "classic" and "steadfastness," strengthening the brand in the eyes of consumers and creating a strong connection between the brand and consumption.
The Coca-Cola logo with its Spencerian script was registered as a trademark in the U.S. in 1905 (based on first use in 1887), and in 2011 the United States Patent and Trademark Office recognized its original logo as one of the most famous trademarks in the world.
The next stage in the development of the Coca-Cola logo was the addition of the white wave, known as the "Dynamic Ribbon," in 1969. There was also the decision to change the word "drink" above the logo to the word "enjoy."
Brand Colors – Red and White
The red color of Coca-Cola is so strongly associated with the brand that when we approach a beverage fridge, we are immediately drawn to the red color, like a bull. In the company’s early days, Coca-Cola was bottled in the United States by various bottlers, each using their own label. When the product was transported across the country, the crates were painted red so that tax agents could distinguish them from alcohol bottles during shipment.
In 1892, the brand’s first posters were created on walls with a red background and white letters, and this unique presentation of the logo has been used in the brand’s advertising materials ever since.
The Bottles
The design of the first Coca-Cola bottle was very different from today’s design. The earliest Coca-Cola bottles were not contoured, and the very first Coca-Cola bottle was sold in Vicksburg, Mississippi.
The Coca-Cola bottle is one of the most recognizable shapes in the world, with its iconic contours. The bottle, recognized as a design classic and described by the renowned industrial designer Raymond Loewy as “the perfect liquid package,” has been praised in art, music, and advertising. The shape of the bottle has evolved over the years with universal recognition. The original 1915 bottle was slightly plumper than the production version. When family-sized packages were introduced in 1955, Raymond Loewy was part of the team that redesigned the bottle, but he insisted on maintaining the proportions.
The Coca-Cola bottle has received many nicknames over the years. The best known is the “hobble skirt” bottle, a name inspired by the hobble skirts fashion trend of the 1910s. The bottle was also called the “Mae West” bottle, after the actress’s famous curves.
1.3 Coca-Cola as a Symbol of American Culture
The Coca-Cola Company not only marketed its products but also built a culture around them. What led to its success was the perception of Coca-Cola not just as a drink, but as a symbol of the American lifestyle. Even before the United States launched its first spacecraft, foreign cartoonists depicted the American satellite as a Coca-Cola bottle. In their eyes, as in the eyes of many others worldwide, Coca-Cola was seen as an essential and symbolic liquid of the American way of life, similar to fuel.
Many cartoons illustrated the connection between Coca-Cola and the United States, with figures like Uncle Sam portrayed as a Coca-Cola bottle. Cartoonists expressed the opinion that Coca-Cola was a distinctive symbol of America, and more than that, representatives of the company itself referred to the drink as "the most American thing in America."
The global reception of Coca-Cola depends greatly on people's political views toward the United States. In the 1950s and 1960s, the term "Coca-Colonization" described a kind of new imperialism, where beverages like Coca-Cola became symbols of American influence worldwide. During World War II, the drink became an important symbol for American soldiers, as the Coca-Cola Company ensured it was supplied to troops in various parts of the world, making it not only a symbol of home but also a symbol of American culture itself.
Founded at the end of the 19th century, Coca-Cola evolved to be much more than just a drink; it became a symbol of American culture. Its global success stems from its significant impact on American perception, combining its uniqueness with cultural messages that conquered the world.
The Coca-Cola brand proudly featured advertisements that showcased images of everyday American life and reached many hearts. Additionally, Coca-Cola served as an icon of optimism and innovation, representing the ideals of economic success and technological advancement. An example of this is the well-known image of Santa Claus, presented by Coca-Cola in the 1930s, which became the image associated with the American Christmas celebration worldwide.
As part of its strategy to become a cultural symbol, Coca-Cola emphasized spreading a message of unity and optimism. The brand made sure to position itself within various cultural events and celebrations, while maintaining a connection to American culture and people around the world. The brand’s expansion overseas and its influence on local branding and marketing allowed it to broadcast American messages on a global scale.
In summary, Coca-Cola succeeded in becoming a symbol of American culture through smart branding and the ability to blend with local cultures wherever it entered. In doing so, it represented not only the American spirit but also managed to win the hearts of people around the world.
Chapter 2: Coca-Cola and Socio-Political Connections
2.1 Coca-Cola’s Social and Political Influence through Advertising Campaigns
Screenshot taken from ProjectRebrief. (2012, March 6). Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" [Video]. YouTube. https://www.youtube.com/watch?v=1VM2eLhvsSM
In 1971, Coca-Cola released the famous "Hilltop" commercial.
The commercial features a diverse group of people from all corners of the world standing atop a picturesque hill, holding bottles of Coca-Cola and singing the song I'd Like to Buy the World a Coke—based on the song I’d Like to Teach the World to Sing in Perfect Harmony by The New Seekers. Each person in the commercial holds a Coca-Cola bottle from their place of origin, with labels in different languages, representing the brand as a unifier of cultures.
The ad was created by Bill Backer to address significant political and social issues of that era. America entered the 1970s amid wartime difficulties. The Vietnam War had been ongoing for six years when the Coca-Cola commercial first aired, and American citizens’ confidence in victory was at an all-time low. Coca-Cola used the commercial to offer a message of hope and unity against the backdrop of the social and political struggles of the time.
The commercial shows people from various ethnic and cultural backgrounds united around Coca-Cola bottles. This emphasizes the message of equality and unity and presents Coca-Cola as a drink that connects people across social classes. The ad not only portrayed Coca-Cola as a drink that fosters connection but also strengthened its image as a brand with universal values suitable for all social strata.
The commercial represents a marketing strategy that involves the brand in social and political topics. Analyzing this strategy illustrates how Coca-Cola branded itself not just as a drink but also as a symbol of broad cultural values.
The commercial was enthusiastically received and sparked a wave of positive letters as well as wide media attention. It is considered one of the most popular commercials of all time.
The commercial even appears as the final scene in the acclaimed series Mad Men—in the episode, Don Draper undergoes a self-searching process and reaches a moment of enlightenment while meditating on a hill, when the scene transitions to the "Hilltop" commercial. This suggests that Don may have been the creative mind behind the ad, providing him with a form of redemption.
The Coca-Cola "Share a Coke" campaign is considered one of the most successful marketing campaigns in the company’s history. During the campaign, Coca-Cola’s iconic logo on bottles and cans was replaced with 250 of the most popular names in the country. This encouraged consumers to find bottles with their own names or the names of important people in their lives and share their find with friends and family.
Additionally, consumers were able to share their experiences and stories on social media using the hashtag #ShareaCoke.
Coca-Cola generated an enormous amount of social media content by directly engaging consumers and giving them the opportunity to share photos and stories about their personalized bottles. The company enabled consumers to take ownership of the brand and create content in their own name, which made them feel that they were not just promoting the company but collaborating with the brand. As a result, the campaign became a tremendous success. In the first year alone, over 500,000 photos were shared using the hashtag #ShareaCoke, more than six million Coca-Cola bottles were produced, and the brand gained about 25 million new followers on Facebook.
The brand connects with consumers on a personal level and addresses them by name. For teenagers and young adults, personalization is not just a trend but a way of life. These consumers place great value on personal expression, storytelling, and maintaining connections with friends. The "Share a Coke" campaign allowed them to express themselves and connect to the brand personally while promoting it indirectly.
The campaign, which began in Australia in 2011, evolved into one of the most successful global marketing strategies.
Summary
Coca-Cola campaigns like "Hilltop" and "Share a Coke" highlight marketing strategies focused on emotional connection with consumers and engaging with social and political issues. The "Hilltop" campaign successfully positioned Coca-Cola as a brand that responds to social and political circumstances and fosters a sense of global unity, while the "Share a Coke" campaign emphasized the importance of personal connection through customization and social media engagement. Both campaigns demonstrated Coca-Cola’s ability to adapt and respond to the social and political climate while delivering messages that inspire empathy and consumer support. They not only marketed the brand but also contributed to building a positive image that helps the brand navigate changing social and cultural challenges.
2.2 Coca-Cola’s Success Compared to Pepsi’s Failure – Case Study
Pepsi's "Live for Now" campaign, featuring Kendall Jenner.
Screen shot from: Alternative Mind. (2017, April 5). Kendall Jenner Pepsi ad [Video]. YouTube. https://www.youtube.com/watch?v=VogNNsQ3Gmw
In 2017, Pepsi launched a commercial as part of its "Live for Now" campaign featuring Kendall Jenner. The 2:40-minute video clip depicts a street protest involving people from diverse ethnic backgrounds. Reality star and model Kendall Jenner, appearing in the ad, notices the protest and steps out of the crowd to join the event. When she reaches the spot where police officers face the protesters, Jenner approaches them and offers a can of Pepsi. The officer takes a sip, and immediately the tense atmosphere of the protest changes to cheers and joy. The commercial ends with a scene of general celebration, where all participants rejoice in a moment of reconciliation, with the Pepsi can portrayed as the central cause of the improved mood.
The commercial presented Pepsi as a means to bring happiness and unite people, but it was received as inappropriate and superficial, especially given the serious social issues of inequality and police violence. The ad is considered one of Pepsi’s biggest marketing blunders because it failed to grasp the social sensitivities and consequently sparked widespread criticism. The campaign caused global controversy and provoked angry responses on social media platforms like Twitter and Facebook, with many recognizing an insensitive parallel between the ad’s content and the Black Lives Matter movement.
The intense negative backlash on social media came as a surprise to Pepsi, which had not anticipated the strength of the criticism aimed at it. Within 24 hours of the ad’s release, Pepsi decided to remove it from all platforms and issue a public apology in an effort to calm the media storm and repair its public image. Pepsi stated that it did not intend to trivialize the important issue of social protests. In its statement, Pepsi expressed regret that the ad missed its mark, explaining that its intention was to convey a message of unity and understanding. The company also apologized to Kendall Jenner, who was the face of the ad, for placing her in an uncomfortable position.
Kendall Jenner also addressed the issue on The Kardashians show and apologized tearfully.
Among the responses, the comment by Bernice King, the youngest daughter of Dr. Martin Luther King Jr., stood out. She posted a picture of her father during a protest and wrote, “If only Daddy whould have known about the power of Pepsi.”
The main mistake was the failure to sufficiently anticipate how different groups would perceive the commercial. Some conservatives viewed it as an attack on conservative values, while liberal youths felt the ad represented solutions to complex problems in an overly superficial way.
While Coca-Cola received praise for its iconic 1971 "Hilltop" commercial, Pepsi had to remove its 2017 ad within just 24 hours due to widespread negative criticism. In my opinion, Pepsi drew inspiration from Coca-Cola’s "Hilltop" ad, as it also tried to convey a message of unity by showcasing a wide range of people from different ethnic backgrounds. However, comparing the two ads raises the question of how they would be received in different eras. If the "Hilltop" ad had been broadcast in the social media era of 2017, it might also have faced criticism, since the media landscape changed dramatically and became much more sensitive and complex. The quick and intense reaction of the audience on social media could have affected the perception of the ad, even if its original intention was as positive and universal as Coca-Cola’s.
Or, of course, Pepsi’s ad simply wasn’t sensitive enough.
Chapter 3: Representation of Coca-Cola in Art
Andy Warhol is credited with the following quote:
"What’s great about this country is that America started the tradition where the richest consumers buy basically the same things as the poorest. You can have a Coke and a Coke and a Coke and a Coke, and you can always tell the difference between them, but the taste is the same. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the street drinks. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the president knows it, and you know it."
Andy Warhol’s quote expresses how Coca-Cola succeeded in creating a sense of equality among different consumers, regardless of their social or economic status. Warhol emphasizes that the brand managed to convey a feeling of uniformity and equality, where every bottle of Coke is of the same quality, no matter who the buyer is or their social standing. The message is that everyone enjoys the same experience, which is part of the brand’s magic and power.
Warhol’s use of Coca-Cola in his works was part of his manifesto about the values and symbols of popular culture and how they influence society.
The Chinese artist Ai Weiwei used ancient Chinese pots from various periods in his work, including Neolithic (5000–3000 BCE), Qing Dynasty (1661–1722), Yuan Dynasty (1279–1368), and Song Dynasty (960–1279). The pots in the series are authentic, valuable, and possibly even museum-quality, mostly acquired through purchase since Ai Weiwei is a successful and wealthy artist who can afford them.
With the pots, Ai Weiwei performs various acts of vandalism. One of the works is a photo of the artist dropping and smashing a pot; in other works, he dips the pots in industrial paint. There are also the famous Coca-Cola pots. He began creating these pots in 1994 and continues to do so today.
Ai Weiwei takes ancient and valuable pottery from various dynasties and paints the well-known Coca-Cola logo on them, representing one of the largest capitalist enterprises in the world. In this way, he challenges our historical perceptions of the iconic status and value of ancient objects. He destroys the idea of reverence toward these vessels by returning them to their original function — holding liquids, like a Coca-Cola bottle that contains a daily soft drink available at local markets in most places around the world. Ai Weiwei’s move illustrates his disgust with the commercialization of China and its dependence on the American commodity market. Today, Coca-Cola holds 35 percent of the carbonated drinks market in China. Ai Weiwei’s pot directly attacks the economic and historical value of commodities and ancient artifacts.
Another interesting point is that although the vessels themselves were worth a respectable sum on the current antiques market, Ai Weiwei’s works are highly sought after in the contemporary art market. Thus, Ai actually adds value to the objects by damaging them—something that contradicts Ai Weiwei’s own critique.
Andy Warhol and Ai Weiwei both used Coca-Cola to critique social class issues, but each approached it from a different angle. Warhol highlighted the consumer equality created by Coca-Cola, where rich and poor drink exactly the same beverage, reflecting social class equality. Ai Weiwei, on the other hand, used Coca-Cola to emphasize class disparities by taking ancient and valuable Chinese pots—symbols of heritage and culture—and turning them into everyday objects bearing the Coca-Cola logo, a symbol of capitalism and Western consumerism. In doing so, he critiques the value assigned to objects based on consumer culture and capitalism, reflecting on the gap between historical and cultural value versus modern economic value.
Thomas Delart
Thomas Delart writes on his website:“I have been drinking Coca-Cola since I was exposed to some of the first bottles sold in my country, Sweden, in the 1950s. Coca-Cola is a cult drink and has appeared in art, mainly by my mentor Andy Warhol, for whom I worked in 1981. I love the original glass bottle, with its sexy and secret shape designed based on the figure of the American actress Mae West. This series of new pop art prints is my tribute to Coca-Cola and its status in the history of art.”
Dellert, Thomas. HANDS UP LET'S HAVE A COKE after Andy Warhol. Germany, 2020. Giclée print on paper, 50x100 cm
Over the years, Coca-Cola has hired the services of several famous artists to create images for its advertisements. Among these artists are: Haddon Sundblom, Norman Rockwell, N.C. Wyeth, Gil Elvgren, Frederick Mizen, and Frederick Stanley.
Haddon H. Sundblom
Although Sundblom was employed directly by Coca-Cola and did not create as an independent artist, I believe it is important to include him in this chapter because he had a significant impact on the brand and the company as a whole. He was the first to present to the world the image of Santa Claus as we know it today — the jolly, plump man with the white beard and red suit. Before 1931, Santa appeared in various forms, sometimes as a thin man and sometimes as an elf. Sundblom painted Santa Claus during the early 1930s for Coca-Cola advertisements. These ads attracted widespread public attention, and Santa never returned to being depicted as a thin man or an elf. Thus, Santa received a new branding and became forever associated with Coca-Cola.
Summary
Coca-Cola has long been more than just a carbonated drink. The Coca-Cola Company has managed to influence our lives in many diverse ways through advertising, art, and responses to social and political situations, building a strong and meaningful global image.
Coca-Cola uses impactful campaigns to create deep emotional connections with consumers and to respond to social and political issues. The 1971 "Hilltop" advertisement, which showed people from all over the world coming together around bottles of Coca-Cola, not only delivered a message of unity during politically tense times like the Vietnam War but also created a lasting positive feeling. Another example is the 2010 "Share a Coke" campaign, where the company replaced its logo with personal names. This campaign not only forged a personal connection with consumers but also sparked widespread social media engagement, making Coca-Cola an integral part of today’s digital culture.
Because it became such a global icon, artists incorporated the company’s logo and iconic bottle into their works, reflecting the brand’s influence on the world. The classic bottle, with its distinctive and unique shape, is considered the “perfect liquid package” and serves as an inspiration in design and popular art. The company turned the design into an inseparable element of artistic history. Whether artists use Coca-Cola’s trademarks to celebrate the brand or to critique Western capitalism, either way, it certainly contributes to the brand and solidifies its presence in the world. Art is a response to what happens around us—and Coca-Cola is very much part of what’s happening.
Coca-Cola succeeded in establishing itself as a brand with global cultural influence, leveraging the power of branding to represent the American lifestyle. An image like Santa Claus, painted by artist Haddon Sundblom in the 1930s as part of a Coca-Cola campaign, became a worldwide symbol of Christmas, making the depiction of Santa Claus an inseparable part of the holiday. Coca-Cola used its branding to convey messages of optimism, warmth, and innovation, thereby influencing how we perceive the holiday and American culture. And now, whenever people see the figure—consciously or not—they might suddenly feel like having a cold glass of Coke.
Overall, Coca-Cola has built a global image that represents much more than just a beverage. It has become a symbol of culture, values, and social messages, while successfully adapting to and facing the challenges of changing social and political contexts. Its influence is evident not only in advertising but also in art, pop culture, and responses to a changing world, positioning Coca-Cola not just as a brand but as a significant force in global culture.
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