In 1927, The Company ran the Six Keys to the popularity of Coke campaign. This was the first promotional contest of its kind ever attempted - with a $30,000 cash prize for "simply looking for and noticing Coca-Cola advertising." Contestants were required to search for the six keys to Coke’s popularity, or the six reasons why people like Coca-Cola – and to write in one paragraph which key appealed most to them and why it was a good reason for the popularity of Coke. This promotion ran in major magazines of the time, such as The Saturday Evening Post and Life. The Six Keys were: Taste, Thirst, Purity, The Nickel, Sociability, Refreshing. Few contests during that time attracted more widespread attention. I have attached some of the associated advertising below.
More on Journey
- Rio de Janeiro: The Enchanted Kingdom of Two Carnivals
- Coca-Cola Salesman's Career in Mississippi Started During Civil Rights Movement
- From One Fan to Another: The Story Behind Unbox Therapy's Coca-Cola Cooler
- Why the Coca-Cola Archives is Digitizing More than 6,000 Analog Tapes
- How Italy Celebrates Carnival