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.
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