Advertising Jingle
Coca-Cola and its advertising agency, McCann-Erickson, ended its popular “Things Go Better with Coke” campaign in 1969. Instead, they wanted a campaign focused on the slogan “It’s the Real Thing.” It started off with a hit song, and the new campaign ultimately became the most successful and popular ads ever created.
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Bill Backer, a creative director at Coca-Cola, was the brains behind the song, “I’d like to Buy the World a Coke.” He expressed to songwriters Roger Cook and Billy Davis, “I could see and hear a song that treated the whole world as if it were a person – a person the singer would like to help and get to know. I’m not sure how the lyrics should start, but I know the last line.” He then scribbled the words, “I’d like to buy the world and keep it company” on a napkin.