Editing Coca-Cola (section)

==Advertising==
{{See also|Coca-Cola slogans}}
{{more citations needed|section|date=May 2020}}

[[File:Cocacola-5cents-1900 edit1.jpg|thumb|upright|An 1890s advertisement showing model [[Hilda Clark (model)|Hilda Clark]] in formal [[Victorian fashion|19th century attire]]. The ad is titled [[Fixed price of Coca-Cola from 1886 to 1959|''Drink Coca-Cola 5¢'']]. (US).]]
[[File:Santa Claus with White Rock Ginger Ale, December 1923 Ad (cropped).jpg|left|thumb|300x300px|[[Santa Claus]] in a [[White Rock Beverages]] ad from December 1923; pre-dating Coca-Cola's usage of Santa]]
Coca-Cola's advertising has significantly affected [[Culture of the United States|American culture]], and it is frequently credited with inventing the modern image of [[Santa Claus]] as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by [[Haddon Sundblom]], the motif was already common.<ref>Barbara Mikkelson and David P. Mikkelson, "[http://www.snopes.com/cokelore/santa.asp The Claus That Refreshes]," snopes.com, February 27, 2001. Retrieved June 10, 2005. {{Webarchive|url=https://archive.today/20120526195849/http://www.snopes.com/cokelore/santa.asp |date=May 26, 2012 }}</ref><ref name="usir.salford.ac.uk">See George McKay [http://usir.salford.ac.uk/2227/ 'Consumption, Coca-colonisation, cultural resistance&nbsp;– and Santa Claus'] {{Webarchive|url=https://web.archive.org/web/20150410051612/http://usir.salford.ac.uk/2227/ |date=April 10, 2015 }}, in Sheila Whiteley, ed. (2008) ''Christmas, Ideology and Popular Culture''. Edinburgh University Press, pp. 50–70.</ref> Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: [[White Rock Beverages]] used Santa in advertisements for its [[ginger ale]] in 1923, after first using him to sell [[mineral water]] in 1915.<ref>The White Rock Collectors Association, "[http://www.whiterocking.org/santa.html#article Did White Rock or The Coca-Cola Company create the modern Santa Claus Advertisement?] {{Webarchive|url=https://web.archive.org/web/20211213214926/http://www.snopes.com/holidays/christmas/santa/cocacola.asp#article |date=December 13, 2021 }}," whiterocking.org, 2001 . Retrieved January 19, 2007.</ref><ref>White Rock Beverages, "[http://www.bevnet.com/news/2006/12-18-2006-white_rock_coke_santa_claus.asp Coca-Cola's Santa Claus: Not The Real Thing!]," BevNET.com, December 18, 2006 . Retrieved January 19, 2007. {{Webarchive|url=https://web.archive.org/web/20070117233916/http://www.bevnet.com/news/2006/12-18-2006-white_rock_coke_santa_claus.asp |date=January 17, 2007 }}</ref> Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress [[Hilda Clark (model)|Hilda Clark]] as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means Coca-Cola".<ref>{{cite web|url=http://www.coca-colaconversations.com/my_weblog/2008/06/coke-means-coca.html |title=Coke means Coca-Cola |publisher=Coca-Cola Conversations |date=June 16, 2008 |access-date=March 13, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110226184252/http://www.coca-colaconversations.com/my_weblog/2008/06/coke-means-coca.html |archive-date=February 26, 2011 }}</ref> In 1971, a song from a Coca-Cola commercial called "[[I'd Like to Teach the World to Sing]]", produced by [[Roquel Billy Davis|Billy Davis]], became a [[hit single]]. During the 1950s the term ''[[cola wars]]'' emerged, describing the on-going battle between Coca-Cola and Pepsi for supremacy in the soft drink industry. Coca-Cola and Pepsi were competing with new products, global expansion, US marketing initiatives and sport sponsorships.<ref>{{Cite journal|last=McKelvey|first=Steve M.|date=2006|title=Coca-Cola vs. PepsiCo — A 'Super' Battleground for the Cola Wars?|journal=Sport MarHeting Quarterly|volume=15|pages=114–123|citeseerx=10.1.1.392.5206}}{{dead link|date=November 2022}}</ref>

Coke's advertising is pervasive, as one of [[Ernest Woodruff|Woodruff's]] stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as [[Atlanta]], where Coke was born.[[File:Camion cocacola argentina 1942.jpg|thumb|right|Coca-Cola delivery truck of Argentina, with the slogan "Drink Coca-Cola – delicious, refreshing"]]Some Coca-Cola [[Television advertisement|television commercials]] between 1960 through 1986 were written and produced by former Atlanta radio veteran [[Don Naylor]] ([[WGKA|WGST]] 1936–1950, [[WAGA (TV)|WAGA]] 1951–1959) during his career as a producer for the [[McCann Erickson]] [[advertising agency]]. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers.

During the 1980s, [[Pepsi]] ran a series of television advertisements showing people participating in taste tests demonstrating that, according to the commercials, "fifty percent of the participants who said they preferred Coke {{em|actually}} chose the Pepsi."<ref>{{cite book |last1=Kemp |first1=Martin |title=Christ to Coke: How Image Becomes Icon |date=2012 |publisher=OUP Oxford |isbn=978-0-19-958111-5 |page=272 |language=en}}</ref> Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the ''[[cola wars]]''; one of Coke's ads compared the so-called [[Pepsi challenge]] to two [[common chimpanzee|chimpanzees]] deciding which [[tennis ball]] was furrier. Thereafter, Coca-Cola regained its leadership in the market.

[[Selena]] was a spokesperson for Coca-Cola from 1989 until the time of her death. She filmed three commercials for the company. During 1994, to commemorate her five years with the company, Coca-Cola issued special Selena coke bottles.<ref>Orozco, Cynthia E. [http://www.tshaonline.org/handbook/online/articles/fquxg Quintanilla Perez, Selena.] {{Webarchive|url=https://web.archive.org/web/20200407230025/https://tshaonline.org/handbook/online/articles/fquxg |date=April 7, 2020 }} The Handbook of Texas online. Retrieved on June 5, 2006</ref>

The Coca-Cola Company purchased [[Columbia Pictures]] in 1982, and began inserting Coke-product images into many of its films.<ref>{{Cite news|url=https://www.nytimes.com/1982/06/23/business/coke-completes-columbia-merger.html|title=Coke Completes Columbia Merger|date=June 23, 1982|work=[[The New York Times]]|access-date=March 14, 2010|agency=[[Associated Press]]|language=en-US|issn=0362-4331}}</ref> After a few early successes during Coca-Cola's ownership, Columbia began to underperform, and the studio was sold to [[Sony]] in 1989.<ref>{{cite news |last=Fabrikant |first=Geraldine |title=DEAL IS EXPECTED FOR SONY TO BUY COLUMBIA PICTURES |url=https://www.nytimes.com/1989/09/26/business/deal-is-expected-for-sony-to-buy-columbia-pictures.html |access-date=May 22, 2022 |work=The New York Times |date=September 26, 1989 |page=1 |language=en-US}}</ref>[[File:Coca-cola (2).JPG|thumb|upright|Coke advertisement in [[Budapest]], 2013]]Coca-Cola has gone through a number of different [[advertising slogan]]s in its long history, including "It's the real thing",<ref name="cone2008">{{cite book |last1=Cone |first1=Steve |title=Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History |date=July 1, 2008 |publisher=John Wiley & Sons |isbn=978-1-57660-304-8 |page=133 |language=en}}</ref> "The pause that refreshes",<ref name="cone2008" /> "I'd like to buy the world a Coke",<ref>{{cite book |last1=Allan |first1=David |title=This Note's For You: Popular Music + Advertising = Marketing Excellence |date=January 20, 2015 |publisher=Business Expert Press |isbn=978-1-63157-002-5 |pages=1–8 |url=https://books.google.com/books?id=KFNnBgAAQBAJ&dq=%22I%27d+like+to+buy+the+world+a+Coke%22&pg=PT13 |language=en}}</ref> and "Coke is it".<ref>{{cite book |last1=Garvey |first1=John H. |title=What are Freedoms For? |date=1996 |publisher=Harvard University Press |isbn=978-0-674-31929-5 |page=72 |url=https://books.google.com/books?id=9xan_o9STXMC&dq=%22Coke+is+it%22&pg=PA72 |language=en}}</ref>

In 1999, the Coca-Cola Company introduced the Coke Card, a loyalty program that offered deals on items like clothes, entertainment and food when the cardholder purchased a Coca-Cola Classic. The scheme was cancelled after three years, with a Coca-Cola spokesperson declining to state why.<ref>{{cite web |title=Coke Card loses its fizz |url=https://strategyonline.ca/2002/03/25/coke-20020325/ |website=Strategy |publisher=Brunico Communications Ltd |access-date=January 9, 2021 |date=March 25, 2002 |archive-date=March 19, 2022 |archive-url=https://web.archive.org/web/20220319072309/https://strategyonline.ca/2002/03/25/coke-20020325/ |url-status=live }}</ref>

The company then introduced another loyalty campaign in 2006, [[My Coke Rewards]]. This allows consumers to earn points by entering codes from specially marked packages of Coca-Cola products into a website. These points can be redeemed for various prizes or sweepstakes entries.<ref>[http://www.mycokerewards.com/ My Coke Rewards] {{Webarchive|url=https://web.archive.org/web/20091104025504/http://www.mycokerewards.com/ |date=November 4, 2009 }} (Official Site)</ref>

In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-Cola logo was replaced on the bottles and replaced with first names. Coca-Cola used the 150 most popular names in Australia to print on the bottles.<ref>{{cite web |last=Burke |first=Jessica |url=http://www.foodmag.com.au/news/sharing-your-coke--marketing-genius-or-just-entire |title=Sharing your Coke: marketing genius or just entirely weird? |work=Foodmag.com.au |date=September 26, 2011 |access-date=February 23, 2013 |archive-url=https://web.archive.org/web/20120130180750/http://www.foodmag.com.au/news/sharing-your-coke--marketing-genius-or-just-entire |archive-date=January 30, 2012 |url-status=live }}</ref><ref>{{cite web |url=http://www.voxy.co.nz/lifestyle/whats-name/240/105315 |title=What's in a Name? |publisher=Voxy.co.nz |date=October 25, 2011 |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20120305223011/http://www.voxy.co.nz/lifestyle/whats-name/240/105315 |archive-date=March 5, 2012 |url-status=live }}</ref><ref>{{cite web |url=http://www.designtaxi.com/news/350737/For-Summer-Campaign-Coke-Prints-150-Popular-First-Names-on-Bottles/?page=1 |title=For Summer Campaign, Coke Prints 150 Popular First Names on Bottles |publisher=DesignTAXI.com |date=October 6, 2011 |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20120427073824/http://designtaxi.com/news/350737/For-Summer-Campaign-Coke-Prints-150-Popular-First-Names-on-Bottles/?page=1 |archive-date=April 27, 2012 |url-status=live }}</ref> The campaign was paired with a website page, Facebook page, and an online "share a virtual Coke". The same campaign was introduced to Coca-Cola, Diet Coke and Coke Zero bottles and cans in the UK in 2013.<ref>{{cite web|url=http://www.coca-cola.co.uk/125/coca-cola-bottles-history.html|title=Coca‑Cola Bottles History|year=2013|publisher=Coca-Cola GB|location=London, UK|url-status=live|archive-url=https://web.archive.org/web/20110916070046/http://www.coca-cola.co.uk/125/coca-cola-bottles-history.html|archive-date=September 16, 2011|access-date=May 28, 2013}}</ref><ref>{{cite news|url=http://www.belfasttelegraph.co.uk/lifestyle/share-a-coke-is-your-name-on-the-list-29298254.html|title=Share a Coke: Is your name on the list?|newspaper=[[The Belfast Telegraph]]|publisher=[[Independent News & Media]]|location=[[Belfast]], UK|date=May 27, 2013|access-date=May 28, 2013|archive-url=https://web.archive.org/web/20130527061305/http://www.belfasttelegraph.co.uk/lifestyle/share-a-coke-is-your-name-on-the-list-29298254.html|archive-date=May 27, 2013|url-status=live}}</ref>

Coca-Cola has also advertised its product to be consumed as a breakfast beverage, instead of coffee or tea for the morning caffeine.<ref>{{cite news | url=https://www.nytimes.com/1988/01/20/business/a-morning-cola-instead-of-coffee.html | title=A Morning Cola Instead of Coffee? | newspaper=The New York Times | date=January 20, 1988 | access-date=April 9, 2013 | archive-url=https://web.archive.org/web/20130424150535/http://www.nytimes.com/1988/01/20/business/a-morning-cola-instead-of-coffee.html | archive-date=April 24, 2013 | url-status=live }}</ref><ref>{{cite news | url=https://news.google.com/newspapers?id=665JAAAAIBAJ&pg=4053,80769&dq=coca-cola+breakfast | title=Soft drink for breakfast could be your cup of tea | newspaper=Bangor Daily News | date=November 30, 1987 | access-date=April 9, 2013 | author=McGrath, Karen | archive-date=July 19, 2022 | archive-url=https://web.archive.org/web/20220719234648/https://news.google.com/newspapers?id=665JAAAAIBAJ&pg=4053,80769&dq=coca-cola+breakfast | url-status=live }}</ref>[[File:Ft Dodge ghost sign.jpg|thumb|Coca-Cola [[ghost sign]] in [[Fort Dodge, Iowa]]. Older Coca-Cola ghosts behind Borax and telephone ads. April 2008.]]
===5 cents===
{{Main|Fixed price of Coca-Cola from 1886 to 1959}}

From 1886 to 1959, the price of Coca-Cola was fixed at five cents, in part due to an advertising campaign.

===Holiday campaigns===
Throughout the years, Coca-Cola has released limited-time collector bottles for Christmas.

[[File:Weihnachtstruck.jpg|thumb|upright|A [[Freightliner Trucks|Freightliner]] Coca-Cola Christmas truck in [[Dresden]], Germany, 2004]]

Debuted in 1995, the "Holidays are coming!" advertisement featured a train of red delivery trucks, emblazoned with the Coca-Cola name and decorated with [[Christmas lights]], driving through a snowy landscape and causing everything that they pass to light up and people to watch as they pass through.<ref name="Sandison">{{cite news|title=Coca-Cola revives popular 'holidays are coming' ad|last=Sandison|first=Nikki|work=[[Brand Republic]]|date=November 16, 2007|url=http://brandrepublic.com/News/767575/Coca-Cola-revives-popular-holidays-coming-ad/|access-date=January 22, 2011|archive-url=https://web.archive.org/web/20110514201736/http://www.brandrepublic.com/News/767575/Coca-Cola-revives-popular-holidays-coming-ad/|archive-date=May 14, 2011|url-status=live}}</ref><ref name=1995Ad>{{cite news |last1=Vadukul |first1=Alex |title=Coca-Cola's Holiday Ads Trade the 'Real Thing' for Generative A.I. |url=https://www.nytimes.com/2024/11/20/style/coca-cola-holiday-ads-ai.html |access-date=December 2, 2024 |work=The New York Times |url-access=limited | date=November 20, 2024}}</ref>

The advertisement fell into disuse in 2001, as the Coca-Cola Company restructured its advertising campaigns so that advertising around the world was produced locally in each country, rather than centrally in the company's headquarters in Atlanta, Georgia.<ref>{{cite news|work=The Guardian|last=Armstrong|first=Stephen|date=May 14, 2001|url=http://guardian.co.uk./media/2001/may/14/mondaymediasection6|publisher=Guardian News and Media Limited|title=Coke goes for broke|access-date=November 15, 2008|archive-url=https://web.archive.org/web/20091123155634/http://www.guardian.co.uk/media/2001/may/14/mondaymediasection6|archive-date=November 23, 2009|url-status=live}}</ref> In 2007, the company brought back the campaign after, according to the company, many consumers telephoned its information center saying that they considered it to mark the beginning of Christmas.<ref name=Sandison /> The advertisement was created by US advertising agency Doner, and has been part of the company's global advertising campaign for many years.<ref>{{cite news|url=http://www.accessmylibrary.com/coms2/summary_0286-7140327_ITM|archive-url=https://web.archive.org/web/20081206010554/http://www.accessmylibrary.com/coms2/summary_0286-7140327_ITM|archive-date=December 6, 2008|title=The Coca-Cola Challenge|date=October 22, 2004|work=Campaign|url-status=live}}</ref>

Keith Law, a producer and writer of commercials for [[Belfast CityBeat]], was not convinced by Coca-Cola's reintroduction of the advertisement in 2007, saying that "I do not think there's anything Christmassy about [[HGVs]] and the commercial is too generic."<ref>{{cite news|title=Do TV campaigns ad up?|last=Hardy|first=Jane|date=December 27, 2007|url=http://www.belfasttelegraph.co.uk./lifestyle/do-tv-campaigns-ad-up-13505247.html|work=[[The Belfast Telegraph]]|url-status=dead|archive-url=https://archive.today/20120530045617/http://www.belfasttelegraph.co.uk/lifestyle/do-tv-campaigns-ad-up-13505247.html|archive-date=May 30, 2012}}</ref>

In 2001, singer [[Melanie Thornton]] recorded the campaign's advertising jingle as a single, "[[Wonderful Dream (Holidays Are Coming)]]", which entered the pop-music charts in Germany at no. 9.<ref>{{cite news|work=Der Spiegel|language=de|date=November 25, 2001|title=Melanie Thornton: "Ich wollte immer Musik"|url=http://spiegel.de./panorama/0,1518,169615,00.html|publisher=SPIEGELnet GmbH|access-date=November 15, 2008|archive-url=https://web.archive.org/web/20081211064152/http://www.spiegel.de/panorama/0,1518,169615,00.html|archive-date=December 11, 2008|url-status=live}}</ref><ref>{{cite news|author=Prentiss Findlay|url=http://www.accessmylibrary.com/coms2/summary_0286-2079594_ITM|archive-url=https://web.archive.org/web/20081206010548/http://www.accessmylibrary.com/coms2/summary_0286-2079594_ITM|archive-date=December 6, 2008|title=Charleston native Thornton to be buried on Saturday.|date=December 7, 2001|work=[[The Post and Courier]]|url-status=live|location=Charleston, SC}}</ref> In 2005, Coca-Cola expanded the advertising campaign to radio, employing several variations of the jingle.<ref>{{cite news|title=Coca-Cola restructures in healthy drinks focus|last=Clark|first=Nicola|date=November 29, 2005|work=[[Brand Republic]]|url=http://brandrepublic.com./News/530102/Coca-Cola-restructures-healthy-drinks-focus/|archive-url = https://web.archive.org/web/20110708090950/http://brandrepublic.com./News/530102/Coca-Cola-restructures-healthy-drinks-focus/ |archive-date = July 8, 2011|url-status=dead}}</ref>

In 2011, Coca-Cola launched a campaign for the Indian holiday [[Diwali]]. The campaign included commercials, a song, and an integration with [[Shah Rukh Khan|Shah Rukh Khan's]] film ''[[Ra.One]]''.<ref>{{cite web |url=http://www.bestmediainfo.com/2011/10/coca-cola-launches-its-diwali-campaign/ |title=Coca-Cola launches its Diwali campaign " Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry |publisher=Bestmediainfo.com |date=October 13, 2011 |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20120522073503/http://www.bestmediainfo.com/2011/10/coca-cola-launches-its-diwali-campaign/ |archive-date=May 22, 2012 |url-status=live }}</ref><ref>{{cite web|url=https://www.youtube.com/watch?v=mJeC_XTBSiQ|title=Coca-Cola Diwali!|date=November 12, 2010|publisher=YouTube|url-status=live|archive-url=https://web.archive.org/web/20101120202637/https://www.youtube.com/watch?v=mJeC_XTBSiQ|archive-date=November 20, 2010|access-date=April 23, 2012}}</ref><ref>{{cite web |last=Heikkila |first=Pia |url=http://www.thenational.ae/thenationalconversation/industry-insights/media/from-bollywood-to-the-world |title=From Bollywood to the world |publisher=The National |date=May 25, 2010 |access-date=April 23, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120721134145/http://www.thenational.ae/thenationalconversation/industry-insights/media/from-bollywood-to-the-world |archive-date=July 21, 2012 }}</ref>

In November 2024, Coca-Cola released three short [[Generative artificial intelligence|AI-generated]] videos as its Christmas ads, reviving the original 1995 "Holidays are Coming" ads. The ads were created by three AI studios: Secret Level, Silverside AI, and the Wild Card.<ref name=1995Ad/> Upon its release, the commercials drew backlash on [[social media]].<ref name=1995Ad/> [[Alex Hirsch]], the creator of ''[[Gravity Falls]]'', wrote on Twitter: "FUN FACT: @CocaCola is 'red' because it's made from the blood of out-of-work artists! #HolidayFactz".<ref>{{cite magazine|last=Di Placido|first=Dani|date=November 16, 2024|url=https://www.forbes.com/sites/danidiplacido/2024/11/16/coca-colas-ai-generated-ad-controversy-explained/|title=Coca Cola's AI-Generated Ad Controversy, Explained|magazine=[[Forbes]]|access-date=November 19, 2024}}</ref><ref>{{cite news|last=Horvath|first=Bruna|date=November 18, 2024|url=https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665|title=Coca-Cola causes controversy with AI-made ad|publisher=[[NBC News]]|access-date=November 19, 2024}}</ref> The company defended ads, writing to ''[[The New York Times]]'' "Coca-Cola will always remain dedicated to creating the highest level of work at the intersection of human creativity and technology".<ref name=1995Ad/>

===Sports sponsorship===
[[File:Olympiakisojen virallisen kisajuoman myyntipiste Hesperian puistossa 1952.jpg|thumb|Competition drinks sales point in Helsinki during the [[1952 Summer Olympics|1952 Olympics]]]]
Coca-Cola was the first commercial [[sponsor (commercial)|sponsor]] of the [[Olympic Games]], at the [[1928 Summer Olympics|1928 games]] in [[Amsterdam]], and has been an Olympics sponsor ever since.<ref>{{cite web|url=http://www.olympic.org/sponsors/coca-cola|title=Coca-Cola|publisher=Olympic Movement|access-date=August 12, 2012|archive-url=https://web.archive.org/web/20120821045818/http://www.olympic.org/sponsors/coca-cola|archive-date=August 21, 2012|url-status=live}}</ref> This corporate sponsorship included the [[1996 Summer Olympics]] hosted in [[Atlanta]], which allowed Coca-Cola to spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the [[2010 Winter Olympics]] in [[Vancouver]]; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010, by changing the ending line of the commercial to say "Now they know whose game they're playing".<ref>{{cite web |url=https://www.youtube.com/watch?v=99msEwWpJBE |title=YouTube Post of Coca-Cola 2010 Olympic Hockey Commercial |website=[[YouTube]] |date=March 2010 |access-date=March 2, 2010 |archive-url=https://web.archive.org/web/20130629051932/http://www.youtube.com/watch?v=99msEwWpJBE |archive-date=June 29, 2013 |url-status=live }}</ref>

Since [[1978 FIFA World Cup|1978]], Coca-Cola has sponsored the [[FIFA World Cup]], and other competitions organized by [[FIFA]].<ref>{{Cite web|url=https://www.fifa.com/about-fifa/marketing/sponsorship/partners/coca-cola.html|title=FIFA Partners |last=FIFA.com|website=FIFA.com|language=en-GB|access-date=August 19, 2017|archive-url=https://web.archive.org/web/20170813010802/http://www.fifa.com/about-fifa/marketing/sponsorship/partners/coca-cola.html|archive-date=August 13, 2017|url-status=dead}}</ref> One FIFA tournament trophy, the [[FIFA U-20 World Cup|FIFA World Youth Championship]] from Tunisia in [[1977 FIFA World Youth Championship|1977]] to Malaysia in [[1997 FIFA World Youth Championship|1997]], was called "FIFA&nbsp;– Coca-Cola Cup". In addition, Coca-Cola sponsors [[NASCAR]]'s annual [[Coca-Cola 600]] and [[Coke Zero Sugar 400]] at [[Charlotte Motor Speedway]] in [[Concord, North Carolina]] and [[Daytona International Speedway]] in Daytona, Florida, respectively; since 2020, Coca-Cola has served as a premier partner of the [[NASCAR Cup Series]], which includes holding the naming rights to the series' regular season championship trophy.<ref>{{Cite web |last=Smoot |first=Hannah |date=December 5, 2019 |title=NASCAR signs 4 sponsors for NASCAR Cup Series in 'monumental year' for the sport |url=https://www.charlotteobserver.com/sports/nascar-auto-racing/article238067789.html |website=The Charlotte Observer}}</ref>{{Citation needed|date=September 2024|reason=This was previously supported by a generally unreliable source}} Coca-Cola is also the sponsor of the [[iRacing]] [[eNASCAR Coca-Cola iRacing Series|Pro Series]].

Coca-Cola has a long history of sports marketing relationships, which over the years have included [[Major League Baseball]], the [[National Football League]], the [[National Basketball Association]], and the [[National Hockey League]], as well as with many teams within those leagues. Coca-Cola has had a longtime relationship with the NFL's [[Pittsburgh Steelers]], due in part to the now-famous [[Hey Kid, Catch!|1979 television commercial]] featuring [[Joe Greene|"Mean Joe" Greene]], leading to the two opening the Coca-Cola Great Hall at [[Heinz Field]] in 2001 and a more recent [[Coca-Cola Zero]] commercial featuring [[Troy Polamalu]].

Coca-Cola is the official soft drink of many [[College football|collegiate football]] teams throughout the nation, partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange for Coca-Cola's sponsorship. This is especially prevalent at the high school level, which is more dependent on such contracts due to tighter budgets.

Coca-Cola was one of the official sponsors of the [[1996 Cricket World Cup]] held on the [[Indian subcontinent]]. Coca-Cola is also one of the associate sponsors of [[Delhi Capitals]] in the [[Indian Premier League]].

In England, Coca-Cola was the main sponsor of [[The Football League]] between 2004 and 2010, a name given to the three professional divisions below the [[Premier League]] in [[association football|soccer]]. In 2005, Coca-Cola launched a competition for the 72 clubs of The Football League&nbsp;– it was called "Win a Player". This allowed fans to place one vote per day for their favorite club, with one entry being chosen at random earning £250,000 for the club; this was repeated in 2006. The "Win A Player" competition was very controversial, as at the end of the 2 competitions, [[Leeds United A.F.C.]] had the most votes by more than double, yet they did not win any money to spend on a new player for the club. In 2007, the competition changed to "Buy a Player". This competition allowed fans to buy a bottle of Coca-Cola or Coca-Cola Zero and submit the code on the wrapper on the Coca-Cola website. This code could then earn anything from 50p to £100,000 for a club of their choice. This competition was favored over the old "Win a Player" competition, as it allowed all clubs to win some money. Between 1992 and 1998, Coca-Cola was the title sponsor of the [[Football League Cup]] (Coca-Cola Cup), the secondary cup tournament of England. Starting in [[2019–20 Premier League|2019–20 season]], Coca-Cola has agreed its biggest UK sponsorship deal by becoming [[Premier League]] soccer's seventh and final commercial partner<ref>{{cite news|url=https://www.bbc.com/news/business-45510553#:~:text=Drinks%20giant%20Coca%2DCola%20has,Tag%20Heuer%20and%20EA%20Sports|title=Premier League signs Coca-Cola as sponsor|last=Wilson|first=Bill|work=[[BBC News]]|date=September 18, 2018|access-date=January 4, 2021|archive-date=March 21, 2022|archive-url=https://web.archive.org/web/20220321181205/https://www.bbc.com/news/business-45510553#:~:text=Drinks%20giant%20Coca%2DCola%20has,Tag%20Heuer%20and%20EA%20Sports|url-status=live}}</ref> for the [[UK]] and [[Republic of Ireland|Ireland]], [[China]], [[Malaysia]], [[Indonesia]], [[Singapore]], [[Egypt]]ian and the [[West Africa]]n markets.

Between 1994 and 1997, Coca-Cola was also the title sponsor of the [[Scottish League Cup]], renaming it to the Coca-Cola Cup like its English counterpart. From 1998 to 2001, the company was the title sponsor of the [[Northern Ireland Football League Cup|Irish League Cup]] in [[Northern Ireland]], where it was named the Coca-Cola League Cup.

Coca-Cola is the presenting sponsor of the [[Tour Championship]], the final event of the [[PGA Tour]] held each year at [[East Lake Golf Club]] in [[Atlanta, Georgia]].<ref>{{cite web|url=http://www.pgatour.com/tournaments/tour-championship-by-coca-cola.html|title=TOUR Championship by Coca-Cola|work=PGATour|access-date=June 8, 2020|archive-url=https://web.archive.org/web/20160803233217/http://www.pgatour.com/tournaments/tour-championship-by-coca-cola.html|archive-date=August 3, 2016|url-status=live}}</ref>

Introduced March 1, 2010, in Canada, to celebrate the [[2010 Winter Olympics]], Coca-Cola sold gold colored cans in packs of 12 {{convert|355|mL|0|abbr=on}} each, in select stores.<ref>{{cite web|title=Coca-Cola to Release Gold Can Commemorating the 2010 Olympics|url=http://bevwire.wordpress.com/2010/03/01/coca-cola-to-release-gold-can-commemorating-the-2010-olympics/|publisher=BevWire|access-date=March 22, 2010|date=March 1, 2010|archive-url=https://web.archive.org/web/20100312102638/http://bevwire.wordpress.com/2010/03/01/coca-cola-to-release-gold-can-commemorating-the-2010-olympics/|archive-date=March 12, 2010|url-status=live}}</ref>

Coca-Cola which has been a partner with [[UEFA]] since 1988.<ref>{{cite web |url=https://www.espn.com/soccer/portugal-por/story/4410619/cristiano-ronaldo-snub-sees-coca-cola-share-price-fall-by-$4bn |title=Cristiano Ronaldo snub sees Coca-Cola market value fall by $4bn |website=ESPN |date=June 16, 2021 |access-date=June 17, 2021 |archive-date=April 8, 2022 |archive-url=https://web.archive.org/web/20220408070829/https://www.espn.com/soccer/portugal-por/story/4410619/cristiano-ronaldo-snub-sees-coca-cola-share-price-fall-by-$4bn |url-status=live }}</ref>

=== In mass media ===
[[File:VWT2 Coca Cola.JPG|thumb|left|Coca-Cola advertised on a [[Volkswagen T2]] in [[Maringá]], [[Paraná (state)|Paraná]], [[Brazil]], 2012]]

Coca-Cola has been prominently featured in many films and television programs. It was a major plot element in films such as ''[[One, Two, Three]]'', ''[[The Coca-Cola Kid]]'', and ''[[The Gods Must Be Crazy]]'', among many others. In music, such as in [[the Beatles]]' song, "[[Come Together]]", the lyrics say, "He shoot Coca-Cola". [[The Beach Boys]] also referenced Coca-Cola in their 1964 song "[[All Summer Long (The Beach Boys song)|All Summer Long]]", singing "Member when you spilled Coke all over your blouse?"<ref>{{cite web |url=http://www.sing365.com/music/lyric.nsf/All-Summer-Long-lyrics-Beach-Boys/A1E9E6CD61DA8C5F482569820027FD26 |title=All Summer Long Lyrics – Beach Boys |publisher=Sing365.com |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20120709051217/http://www.sing365.com/music/lyric.nsf/All-Summer-Long-lyrics-Beach-Boys/A1E9E6CD61DA8C5F482569820027FD26 |archive-date=July 9, 2012 |url-status=live }}</ref>

The best selling solo artist of all time<ref>{{Cite web |title=Best-selling solo artist |url=https://www.guinnessworldrecords.com/world-records/best-selling-solo-artist |access-date=March 26, 2021 |website=Guinness World Records |archive-date=June 24, 2022 |archive-url=https://web.archive.org/web/20220624165649/https://www.guinnessworldrecords.com/world-records/best-selling-solo-artist |url-status=live }}</ref> [[Elvis Presley]], promoted Coca-Cola during his [[Elvis in Concert|last tour of 1977]].<ref>{{cite web |url=https://www.youtube.com/watch?v=6mdJeY-r9To |title=Elvis Presley |publisher=YouTube |date=June 21, 1977 |access-date=August 12, 2012 |archive-url=https://web.archive.org/web/20140314135816/http://www.youtube.com/watch?v=6mdJeY-r9To |archive-date=March 14, 2014 |url-status=live }}</ref> The Coca-Cola Company used Presley's image to promote the product.<ref>{{cite web|url=http://rica.alfahosting.org/everythingelvis/index.php?option=com_content&view=article&id=23196:coca-cola-celebrates-125th-anniversary-with-elvis-and-coke&catid=26:elvis-presley-news&Itemid=107 |archive-url=https://archive.today/20120425231553/http://rica.alfahosting.org/everythingelvis/index.php?option=com_content&view=article&id=23196:coca-cola-celebrates-125th-anniversary-with-elvis-and-coke&catid=26:elvis-presley-news&Itemid=107 |url-status=dead |archive-date=April 25, 2012 |title=Coca Cola celebrates 125th anniversary with 'Elvis and Coke' |publisher=Rica.alfahosting.org |access-date= April 23, 2012}}</ref> For example, the company used a song performed by Presley, "[[A Little Less Conversation]]", in a Japanese Coca-Cola commercial.<ref>{{cite web |url=http://www.elvisnews.com/news.aspx/elvis-music-in-japanese-coca-cola-commercial/13178 |title=Elvis Music in Japanese Coca-Cola Commercial – Misc |publisher=ElvisNews.com |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20120415053157/http://www.elvisnews.com/news.aspx/elvis-music-in-japanese-coca-cola-commercial/13178 |archive-date=April 15, 2012 |url-status=live }}</ref>

Other artists that promoted Coca-Cola include [[David Bowie]],<ref>{{cite web |url=http://www.guitars101.com/forums/f145/david-bowie-coca-cola-planet-live-rare-euro-promo-flac-64418.html |archive-url=https://archive.today/20120906044352/http://www.guitars101.com/forums/f145/david-bowie-coca-cola-planet-live-rare-euro-promo-flac-64418.html |url-status=dead |archive-date=September 6, 2012 |title=David Bowie: Coca-Cola Planet Live (Rare Euro Promo) FLAC – Guitars101 – Guitar Forums |publisher=Guitars101 |access-date=April 23, 2012 }}</ref> [[George Michael]],<ref>{{YouTube|gp5SioXLdXQ|Diet Coke commercial}}</ref> [[Elton John]],<ref>{{cite web |url=https://www.youtube.com/watch?v=GfOepK2CgLc |title=Coca Cola Light CM – Elton John |date=May 8, 2007 |publisher=YouTube |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20130520213349/http://www.youtube.com/watch?v=GfOepK2CgLc |archive-date=May 20, 2013 |url-status=live }}</ref> and [[Whitney Houston]],<ref>{{cite web |url=https://www.youtube.com/watch?v=DTg9BQn3PVU |title=Whitney Houston – Diet Coke Commercial (1986) |publisher=YouTube |date=June 14, 2010 |access-date=April 23, 2012 |archive-url=https://web.archive.org/web/20130520150658/http://www.youtube.com/watch?v=DTg9BQn3PVU |archive-date=May 20, 2013 |url-status=live }}</ref> who appeared in the Diet Coke commercial, among many others.

Not all musical references to Coca-Cola went well. A line in "[[Lola (song)|Lola]]" by [[the Kinks]] was originally recorded as "You drink champagne and it tastes just like Coca-Cola." When the [[British Broadcasting Corporation]] refused to play the song because of the commercial reference, lead singer [[Ray Davies]] re-recorded the lyric as "it tastes just like cherry cola" to get airplay for the song.<ref name="NZ_Herald_10483279">{{cite news |url=http://www.nzherald.co.nz/radio-industry/news/article.cfm?c_id=295&objectid=10483279&ref=rss |title=Banning songs not a rare occurrence for the BBC |date=December 19, 2007 |work=[[The New Zealand Herald]] |access-date=October 15, 2011 |archive-url=https://web.archive.org/web/20110522195645/http://www.nzherald.co.nz/radio-industry/news/article.cfm?c_id=295&objectid=10483279&ref=rss |archive-date=May 22, 2011 |url-status=live }}</ref><ref name="ucr rerecord">{{cite web|last1=Giles|first1=Jeff|title=45 Years Ago: Ray Davies Flies Across the Atlantic&nbsp;– Twice!&nbsp;– to Re-Record Two Words in 'Lola'|url=http://ultimateclassicrock.com/kinks-lola-lyric-changes/|website=Ultimate Classic Rock|date=June 3, 2015 |access-date=June 6, 2015|archive-url=https://web.archive.org/web/20150607022039/http://ultimateclassicrock.com/kinks-lola-lyric-changes/|archive-date=June 7, 2015|url-status=live}}</ref>

Political cartoonist [[Michel Kichka]] satirized a famous Coca-Cola billboard in his 1982 poster "And I Love New York." On the billboard, the Coca-Cola wave is accompanied by the words "Enjoy Coke." In Kichka's poster, the lettering and script above the Coca-Cola wave instead read "Enjoy Cocaine."<ref>{{cite web|url=http://rogallery.com/Kichka_Michel/kichka-new_york.html|title=And I Love New York|publisher=Rogallery.com|url-status=live|archive-url=https://web.archive.org/web/20080804104428/http://rogallery.com/Kichka_Michel/kichka-new_york.html|archive-date=August 4, 2008|access-date=November 10, 2012}}</ref>