Various Artists ‎– Things Go Better With Coke: Sixties Coca-Cola Commercials 1965-69

 

[I started this one way back in 2017, but for some reason never got around to finishing it.  Here you go...]

Back when I was a kid, my parents discouraged us from drinking much in the way of soft drinks. There was never that much soda in any of the houses where we lived, and that that was present was generally reserved for the grown-ups; the kids had to make do with things like milk, water, juice and occasionally Wyler's and/or (in some cases, stunningly culturally inappropriate) Funny Face fruit-flavored drink mixes. I suppose at the time it was just one of the ways and methods our folks used to watching out for our health and well-being - and being a parent now, I can sympathize with and relate to that attitude. But when I was a child, it felt like a heavy blow, as if we were being unfairly and arbitrarily deprived of something that other kids had ready access to.

However, my grandmother (on my father's side) had no such compunctions; she always had a plentiful stock of stuff like RC Cola, 7-Up and Mr. Pibb readily at hand in big half-gallon (later two liter) bottles at her house, and during our visits there she would spoil us unmercifully with near-unlimited access to this carbonated nectar ("unlimited", that is, until my folks would inevitability step in and order us "not to drink all of Grandmama's soda"). I don't think my parents fully understood that that limited availability only served to make us children desire it more, and make it seem more "special".

Even with all of that, once I got older and began living (and shopping) on my own, I can't say that I became a big pop drinker. To this day, my non-alcoholic beverages of choice continue to be water, milk and OJ (so I guess my parents did that right after all). I do keep cans of soda in the fridge, and have never prevented my own children from having them when they felt the desire. In doing so, I think I've kept them from equating soft drinks as special treats, as I once did, regarding them now as just another choice that they can take or leave. And I think that tactic has been successful; they are not big soda guzzlers either.

I think that this info will not be regarded as good news by the big beverage bottlers - Keurig Dr. Pepper, PepsiCo, and the longtime industry giant, The Coca-Cola Company - all of whom have invested hundreds of millions of dollars in advertising revenue promoting their products and exhorting us to drink more-More-MORE!   These companies have gone to great lengths to convince/coerce the public to consume mass quantities, with some campaigns more memorable than others. Those of us of a certain age fondly recall this classic Dr. Pepper commercial:

Or this memorable 7-Up commercial, featuring the talents and voice of the incomparable Geoffrey Holder:

And this, probably the gold standard as far as soft drink commercials are concerned, the 1971 "Hilltop" ad for Coca-Cola, featuring a reworked version of the New Seekers' song "I'd Like To Teach The World To Sing (In Perfect Harmony)" - a song so popular that not one, but TWO versions of it, both made the U.S. Top Ten in 1972 and went Gold:

Coca-Cola had long been the industry leaders in innovative, creative product promotion.  The company began placing ads in national magazines as early as 1904, and by the end of that decade, their advertising budget exceeded $1 million per year, an extraordinary sum for that time.  

The very design of the unique and world-famous Coca-Cola bottle in the 1910s was a deliberate choice to differentiate the brand from that of other cola competitors.  Coke was one of the first brands to feature Santa Claus prominently in its print ads, beginning in the 1930s, an association that has remained to this day.  And from the dawn of the 20th century, the firm made heavy use of celebrity endorsements, beginning with popular singer Hilda Clark in 1901.

For over fifty years, Coca-Cola engaged the services of the D’Arcy Advertising Company as its official ad agency, and the union was very successful.  But in 1956, Coke ended its relationship with D’Arcy and transferred the company’s advertising account to McCann-Erickson, Inc. The aim was to more successfully utilize new media like television, areas that McCann-Erickson was more in touch and in tune with. The new agency proved its worth quickly with the first two Coca-Cola campaigns it managed in the 1950s – “The Sign of Good Taste” (1957) and “Be Really Refreshed” (1959).  Pop performers from the period, such as the McGuire Sisters, The Brothers Four and Connie Francis were involved in these successful efforts (note that, at the time, Coke didn't appear to be very interested in utilizing rock 'n' roll stars and making inroads into the youth market... curious).

The next major McCann-Erickson campaign was “Things Go Better with Coke,” which began in 1963. For this campaign, there was an explosion in the number and quality of ads, and the number of top contemporary music stars involved, making up for that dearth in the earlier campaigns. As mentioned in Allmusic.com:

During the 1960s, it wasn't unheard of for rock & roll groups and music performers to lend their voices to commercial jingles... But in the '60s, artists of surprisingly high stature were willing (and artists of surprisingly middling stature were asked) to lend their talents and skills to the cutting of product advertising jingles. Any act with lesser stature than The Beatles or The Rolling Stones was fair game to be approached by an advertising agency with some hope of success.

McCann-Erickson (backed by Coca-Cola's huge checkbook, I'm sure) convinced some huge stars of the period to record radio and/or television commercials under the “Things Go Better with Coke” campaign. These artists were asked to incorporate the “Things Go Better with Coke” slogan into a commercial-length song, which was generally inspired by one of their big hits (for example, Tom Jones’ Coke commercial uses the melody and arrangement of his signature tune “It’s Not Unusual”):

 Again, from Allmusic.com:

It may seem monotonous -- most of the spots include the phrase "Things Go Better With Coke" -- but the variations are fascinating, and it is a chance to hear these acts having what can only be considered fun with their respective sounds. There is a kind of surreal fun to be found in these sounds -- many of the tracks run well over a minute and are done in each artist's straight style, whatever that might be. The second of three Roy Orbison numbers here, for example, is in his hardest rocking style of the mid- to late '60s, while the third blatantly imitates "Oh, Pretty Woman." [Other] acts... completely absorb the Coca-Cola lyrics into their own respective sounds.

Acts who participated include the aforementioned Tom Jones and Roy Orbison, along with The Supremes, The Tremeloes, Jan & Dean, The Moody Blues, Boyce & Hart, Marvin Gaye, Gladys Knight & The Pips, Gary Lewis & The Playboys, The Easybeats, Ray Charles, The Box Tops, The Bee Gees, Aretha Franklin, and many, many more. All in all, the "Things Go Better With Coke" campaign, which ran until 1970, was a smashing success, and to this day the phrase is probably second only to "It's The Real Thing" in regards to a signature, recognizable brand slogan.

Initially, there doesn't appear to have been any great interest in preserving these ads for posterity; I think both the company and the performers themselves considered them to be for commercial use and generally disposable. So the origin and sourcing of this album is pretty scanty and sketchy, to say the least.  It appears that these songs were all but forgotten about for over twenty-five years, until someone at McCann-Erickson corporate headquarters pulled them all together in the mid-1990s as an in-house thing, commemorating and celebrating their innovative and successful 60's ad campaign.  As such, it was initially produced in very limited quantities (only about 100 copies or so) - it was definitely not done by a studio.  It probably would have remained an internal ad agency document if some enterprising and on-the-ball individual hadn't recognized its significance and historical value, nabbed a copy and began marketing it as a hard-to-find blank-label bootleg CD in the late 1990s.  However, even that effort was short-lived; this album has been off the market now for close to twenty years and has become a difficult find on the Web, and/or an rare, high-priced purchase from sites like eBay.

With this being an unlicensed, unregulated bootleg, even its format and track listing vary from version to version, with different album covers (as shown here) and song listings.  The original boot release listed a total of sixty-four cuts, but actually only included sixty-one, for some reason.  I can't recall where or when I ended up acquiring my copy from, but it appears I hit the jackpot - my version of this compilation includes over ONE HUNDRED tracks, both short and long radio commercials done by dozens of artists.  The quality throughout this comp is generally good to excellent, although the American material is slightly lower in fidelity for the most part (The Box Tops' tracks in particular reveal some surface noise, and seem to be the only tracks taken from sources other than tape).  And the final song, "Come Alive", appears to have been appended on to my version as a joke, as "Come Alive" was the late-60's slogan for Coca-Cola's bitter (no pun intended) rival, Pepsi-Cola.

Anyway, here for your listening pleasure is the hard-to-find but enjoyable bootleg compilation Things Go Better With Coke: Sixties Coca-Cola Commercials 1965-69, original release date unknown.  Have a listen to these short but interesting and classic blasts of '60s radio ephemera, and as always, let me know what you think.

(...and, if I may, might I suggest you enjoy this auditory experience while imbibing the thirst-quenching soft drink of your choice;  I won't make any recommendations - I'm sure one brand in particular will somehow come to mind...)

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