Branded life: Coca-Cola – dancing fizz and diversity


You know that moment when you pour a Coca-Cola and you get the dancing fizz?

Ever since I was a kid I’ve loved that moment when you pour a Coke and you get all the fizzy bits jumping and dancing around the top of the glass.

Coca-Cola kid

For me it’s a constant reminder of a sunny day, childhood, no worries.

Yes, there’s the science of it all – carbon dioxide is dissolved into the liquid, so when you open it, it releases itself, therefore all the bubbles.

But when you’ve been using a product your whole life it becomes part of your own personal lore. The memories of what makes up that beautiful summer’s day a lifetime ago are for me connected to a Coke. It was there, in the moment and is now etched into my memories of childhood.

This kind of personal memory must be like gold dust for brands. They want to be intricately woven into the fabric of our lives. And to be part of a positive memory has to be even better.

Okay, so it’s a fizzy, sugary drink and we all know we shouldn’t be drinking Coke like water every day. But it is something that I personally enjoy on occasion.

In fact this brand is one of what I call my ‘branded life partners’. Not only has it been with me all my life, it has long held values that I consider important.

70s Coke ad ahead of its time

And if you thought diversity, inclusiveness and gender equality were all relatively new freedoms, take a look at probably the most memorable and iconic Coke ad of all time.

The idea came from Bill Backer, an ad exec working for McCann Erickson and featured a multicultural gathering of young folk on a hill.

Released in 1971 the ad campaign was called ‘Hilltop’ and featured a reworked take on hit song by The New Seekers ‘I’d like to teach the world to sing’.

Coca-Cola is one of the world’s most instantly recognised brands. It’s been there all of our lives. It’s part of my childhood, teenage years and adult life.

Every time I see those dancing fizzy sparks I’m transported back to my youth. That’s something else.