Coca-Cola Girls became well known through the Company’s advertising. Beautiful, young girls graced the pages of magazines and smiled from roadside billboards throughout the teens and twenties. In 1927, The Coca-Cola Company sponsored its first radio program – “The Voice of the Coca-Cola Girl.” The program premiered on May 10, 1927 and introduced America to Vivian, "The Coca-Cola Girl". For fourteen weeks, listeners tuned in to hear about the developing romance between Vivian and Jim. They met each week in different parts of the country and visited many interesting places together. Americans were drawn into their romance and the program was met with high praise.
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