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Old 18th May 2011, 01:00 PM   #1 (permalink)
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Pop culture: The retro Coca-Cola ads that chart the fizzy drink giant's history

Pop culture: The retro Coca-Cola ads that chart the fizzy drink giant's history

By DAILY MAIL REPORTER
Last updated at 1:02 AM on 18th May 2011


A brand name that trips off lips the world over, Coca-Cola is almost as famous for its advertising as it is for its curvy bottle.

Now the drinks giant is celebrating its 125th anniversary with a book that charts to company's story in stunning visual form.

From casual photographs of Sammy Davis Jr and Evil Knievel to artwork from the Twenties and Thirties, Coca-Cola - the book - is a fascinating look at how something as simple as a fizzy drink has become a piece of cultural history.


Modern icon: The Coca-Cola book includes retro images, such as the 1950 Lady in Red ad from Brazil

As Muhtar Kent, CEO of the Coca-Cola Company explains in the foreword, not many of the images published were actually commissioned by Coca-Cola.

He said: 'The photos and icons and art on these pages capture the way Coca-Cola is owned by the people who enjoy it.

'Coca-Cola is a simple pleasure that everyone relates to—world leaders, movie stars, famous athletes, you, and me. It’s a shared experience, a common thread that ties our diverse world together.'


Down-time: Evel Knievel is seen with the drink on the set of Viva Knievel in 1977


Artistic influence: Out Fishin' (left) by artist Norman Rockwell for Coca-Cola, and an early depiction of a Twenties flapper from 1924 (right), which was used on calendars and serving trays

Mr Kent's words are echoed throughout the book in quotes from famous figures such as Andy Warhol.

The artist once wrote: 'You can be watching TV and see Coca-Cola, and you can know that the president drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too.'

Mr Kent says that the Coca-Cola 'secret formula' is optimism, describing it as a 'magical force'.


Inspired: This original painting from 1959 was later used as an advertisement for Coca-Cola


Wholesome: A 1959 painting of young couples enjoying the slopes from the 'Be Really Refreshed campaign

He continues: 'Coca-Cola has always represented that optimism, the magical force that underscores and celebrates our humanity. That’s truly our secret formula.'

This theme is evident in every one of the book's images, from a Fifties illustration from Brazil, titled 'Lady in Red' to a poster illustration of James Brown clutching a bottle while mid-performance in 1970.


Celebrity influence: Sammy Davis Jr on the set of Porgy and Bess in 1959 (left) and A poster printed by Coca-Cola of James Brown from 1970 (right)


Global brand: The 1971 TV ad I'd Like to Buy the World a Coke showed a multicultural cast singing together


Limited-edition: The Coca-Cola book costs $650

Another shows Sammy Davis Jr on the set of Porgy and Bess in 1959.

The star looks relaxed, grinning as he enjoys some down-time during filming.

Celebrity daredevil Evel Knievel is another seen with the drink on-set - the book includes an image of him on the set of Viva Knievel in 1977.

Art plays a key part in the Coca-Cola story too. Out Fishin’ was one of six paintings by
artist Norman Rockwell for Coca-Cola. It made its public debut in the company calendar in 1935.

And another original painting from 1959, of a girl lying on her front as a number of male suitors pass her Coca-Cola bottles, was later used as an advertisement for the brand.

Illustrations also include pictures of Twenties flappers from 1924, that were used on calendars and serving trays, and paintings of young couples from 1959 enjoying Coca-Cola as a wholesome apres ski beverage.

Source: http://www.dailymail.co.uk/femail/ar...s-history.html

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