Ben Gilbert

This is extrinsic advertising, advertising that really has nothing to do with the features of the product.

It's about the life you will live if you associate with our brand.

And whether you are in America or not in America, Coca-Cola is America.

Which is so funny because I know this is the winner.

The pause that refreshes is the most successful campaign of this era.

I actually didn't hear about that at all until doing this research.

I associate all these other campaigns, delicious, refreshing, or always delightful.

But God, did that take off.

I mean, this idea that in your life, you just need a pause.

And everybody experiences that problem of needing a pause.

And we are the thing that you do during that pause.

But by today's standards of language, it's a little bit kludgy, I think.

Yeah.

Yeah.

And they're partnering with the most looked up to athletes and celebrities, you know, these athletes promoting health.

It must be part of why they're so great at athletics.

They have Cary Grant, Jean Harlow, just associating with wholesomeness and Americana.

The other thing that happens in this era is billboards.

By 1930, there are now 29 million cars on the road.

So billboards sort of became this really valuable way to promote the brand and lifestyle of Coca-Cola.