New York City commuters and tourists are getting a glimpse of Coke’s groundbreaking new 3D robotic sign in Times Square. The six-story digital spectacular features 1,760 independently moving LED screens that create an unprecedented multisensory experience for passers-by.
Did you know that
Our continuous presence in Times Square qualifies as one of the world’s longest-running billboards – and is a big part of why the iconic crossroads has earned a reputation as the home of 24-hour marketing.
Signs of the Times (Square)
The Coke sign in Times Square has evolved over the years, consistently pushing the innovation envelope. Our first billboard was installed in 1920 at 49th and Broadway, on top of the Brill Building. Three years later, we brought a new dimension by adding neon lighting. The 75 ft. by 100 ft. landmark flashed the message "Drink Coca-Cola, Delicious and Refreshing" and was the second-largest electric sign in the world at the time.
In 1932, the Coca-Cola sign moved to the 47th street location and featured a soda jerk in uniform for Coca-Cola. In the ‘40s and ‘50s, the sign featured three messages before taking a simplified approach in the ‘60s with a circular sign and the tagline “The Pause that Refreshes.”
The new sign unveiled this week builds on Coke’s legacy of engaging and innovative outdoor advertising, which dates back to our pioneering use of painted wall signs at prominent intersections in the 1890s and has included the launch of other iconic spectaculars in cities around the world – from our hometown of Atlanta, to Tokyo, to Sydney. In the early-1950s,
Here’s a passage from the 1959 letter, which alluded to the Times Square sign in its last line. It was featured many years later in an internal
“I think it would be perfectly fair to say that an ordinary person is one who does ordinary things in an ordinary way, and that an extraordinary person is one who does extraordinary things in an extraordinary way… If we, in presenting
I hope you’ll join me in raising an ice-cold
Ted Ryan is director of heritage communications at The