During the 1960s, popular music helped deliver Coke’s ad messages. On the radio, listeners heard the jingle “Things Go Better with Coca-Cola,” recorded by nearly 50 popular singers and groups including The Supremes, Marvin Gaye, Aretha Franklin, and Gladys Knight and the Pips. Ray Charles’ version received the Golden Spike award as the best radio commercial in 1965.

The commercials were so popular that listeners bombarded radio stations with requests to play them. In response, Coke bottlers distributed 60,000 special Swing the Jingles promotional records that featured artists like The Drifters and Little Milton.