Around when Coca-cola first started in 1888, they used coupons for free drinks to raise interest in the product. In 1892, Asa Candler had an original budget of 11,000 for advertising. He used items such as calendars, soda fountain urns, painted wall signs, napkins, pencils, and clocks. By 1895, Coca-Cola was enjoyed in every U.S state and territory, and started to begin its market saturation all around the world. As their company grew, In 1900, they decided to choose to have their first celebrity endorse the brand. Music performer Hilda Clark was their first celebrity they worked with to advertise Coca-Cola. Since then, a majority of celebrities such as Joan Crawford, Ray Charles, Aretha Franklin and more have endorsed the brand. By the beginning of the 1900s, Coca-Cola’s budget from advertising went from 11,000 to 100,000. Coca-Cola began entering the international market in the 1920s, allowing thirsty consumers around the globe to enjoy the drink.
In 1994, they began to run ads in national magazines and by 1911 their budget grew to over 1 million dollars. In 1950, they ran their first television commercial on Thanksgiving day. By 1957, about 33% of sales were outside of the U.S. By the 1960’s, Coca-Cola began to diversify their product lines. They acquired the company Minute Maid in 1960 and Sprite in 1961. In 1971, they launched the famous “I’d Like to Buy the World a Coke” TV commercial. It remains one of the brand's most popular ads today. In 1993, Coca-Cola created one of their most memorable commercials “Northern Lights” which also debuted Coca-Cola polar bears. Although Coca-Cola has had many popular marketing decisions, some have missed the mark. In 1985, to compete with Pepsi, Coca-Cola changed the formula for the first time in 99 years. The drink was called “New Coke” and the overall reviews were highly negative. People missed the signature, nostalgic taste of Coke and they returned to their natural formula 79 days after releasing the new one.
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