“Good to the last drop” was Coca-Cola’s slogan long before it was used in Maxwell House Coffee ads. Coke used it way back in 1900. Other Coke slogans included “Thirst knows no season” (1922); “It had to be good to get where it is” (1925); “Around the corner from everywhere” (1927); “Coke Is It,” “Life Tastes Good,” and “Have a Coke and a Smile”—Coca-Cola spent $700 million in advertising during its first 90 years. Today, that figure is probably in the billions.
Of course, Pepsi has spent its share of advertising dollars. In fact, Pepsi probably created the most famous jingle of all. The company was about to go bankrupt during the Depression. Even though it was selling six-ounce bottles for only five cents, Coke was beating Pepsi in the market. So, the company decided to sell twice as much for the same price. Here is the jingle it used to introduce the new size:
“Pepsi-Cola hits the spot.
Twelve full ounces, that’s a lot.
Twice as much for a nickel, too.
Pepsi-Cola’s the drink for you.”
Discussion Topic
In your original post, answer the following:
• How important are these jingles and slogans as it relates to organizational success?
• Needless to say, the market responded to the Pepsi jingle, saving Pepsi from bankruptcy. Why do people buy particular colas? How did you come to this conclusion?
• How does the advertising play a larger role in their cola brand preference?
