The Coca-Cola Company changed its advertising campaign slogan in 1969 from “Things Go Better With Coke”, to “It’s the Real Thing”. “I’d Like to Buy the World a Coke” was sung in advertising all over the world in 1971.
“I’d Like to Buy the World a Coke” has an interesting story for those who recall the T.V. commercials which focused on masses of people singing, what has been dubbed, the Coca-Cola song.
It originated with Bill Backer, the McCann-Erickson creative director on the Coca-Cola account at the time. By chance, the idea came to him through an experience while en route to London. Passengers were compelled to stay together overnight when, due to bad weather conditions, their plane landed in Ireland. The following day, passengers gathered in the airport coffee shop sharing stories and camaraderie over bottles of Coke. He saw Coke, rather than it’s original intent – to be a liquid refresher – as a tiny bit of commonality between all people. Something universally liked and for all to share… in unison. (Bill Backer wrote about this in his book, The Care and Feeding of Ideas). Read the full story here.
Advertising surveys consistently identify the “I’d Like to Buy the World a Coke” ad as one of the best commercials of all time.