1920's - 1940's: Innovations in Advertising and Packaging
The Golden Age of Advertising
By 1920, Coca-Cola could be found at all but six soda fountains across the United States. The drink was popular with on-the-go people, especially since prohibition was keeping bars shut down. Usually people would meet up with their friends or co-workers on their breaks.
Coca-Cola took advantage of this trend. In 1929 Archie Lee came up with the slogan "The Pause That Refreshes," and it became the first of many popular marketing campaigns. The "pause" became synonymous with Coca-Cola.
Most other advertising campaigns of the 1920's and 1930's depicted Coca-Cola as part of the American way of life. Many think that the advertisements made Coke familiar to Americans, and that is the reason why people continued to associate and drink Coca-Cola into the Great Depression.
Implications of Coke Advertising
Advertising for Coca-Cola definitely stands out in the minds of many Americans, and that is most evident in the Coca-Cola Santa Clause ads.
Before artist Hadoon Sundbloom's ads appeared in the 1931, Santa Clause had been illustrated as wearing blue, green, yellow, or red. He was also of average size.
But new Coca-Cola advertisements showed Santa as a plump, round man with rosy cheeks and a long, white beard. He is also wearing bright red. He was essentially the perfect image of Coca-Cola. Not only did the ads become popular, but they have helped to shape the way all Americans look at Santa Clause. After the Coke ads, all Santa illustrations becaome more similar. Now, most of them depict a fat, jolly, red-suit donning man.
Innovations in packaging
In the early 1920's, Coca-Cola was on the rise and many people began drinking it. Some people would go to grocers and buy two or three bottles of Coca-Cola at at time.
Coca-Cola noticed this trend and took advantage of it. Meaning, the six pack was born. Cardboard cartons with six holes in it made carrying six bottles of Coke easier for the consumer, and of course, it is a Coca-Cola innovation that is still in use today.