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
- Meet Shirley Hasley: The Accidental Coke Model Who Helped Make History
- 10 Artists, 10 Bottles and 10 Stories: Meet the Atlantans Behind World of Coca-Cola’s Newest Exhibit
- Coca-Cola Named Official Soft Drink of Major League Baseball in Digital-Driven Partnership
- A Slice of Coca-Cola History: Beloved Kentucky Bottling Plant Reborn as Mellow Mushroom Pizzeria
- Disney and Coca-Cola Archivists Swap Stories on Shared History