The Six Keys

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.