Open Access Peer-reviewed Research Article

The Coca-Cola Company advertising history illustrated through phonecards

Main Article Content

Wagner de Souza Tavares corresponding author
Rani Uli Silitonga


Coca-Cola is a carbonated beverage created by The Coca-Cola Company in Atlanta, Georgia, United States of America (USA) which leadership in the soft drink business was achieved after development of advertising programs. Phonecards are items collected by people worldwide. Telecommunication companies along with The Coca-Cola Company displayed Coca-Cola advertising on phonecards. The objective was to illustrate The Coca-Cola Company advertising history through Coca-Cola phonecards. Single phonecards and those in the form of sets and puzzles, besides phonecard folders were used in the study. The number of Coca-Cola phonecards ever produced per country and continent was listed. Coca-Cola advertising slogans were extensively displayed on phonecards, including “Always in Motion”, “Delicious & Refreshing”, “Drive Refreshed”, “Enjoy”, “Have a Coke”, “Refreshing”, “Refresh Yourself”, “Talk about Refreshing”, and “What I Want is a Coke” from Japan as well as “Refreshment Right Out of the Bottle” and “Always Together” from Hungary and Indonesia, respectively. Japan had the highest number of Coca-Cola phonecards ever produced, 584, followed by USA, 441, China, 95, Germany, 51, and Australia, 41. Asia had the highest number of Coca-Cola phonecards ever produced, 760, followed by America, 519 and Europe, 211. The Coca-Cola Company history was successfully illustrated through advertising phonecards.

art in phonecards, Atlanta, marketing, publicizing, The Coca-Cola Company

Article Details

How to Cite
de Souza Tavares, W., & Silitonga, R. U. (2023). The Coca-Cola Company advertising history illustrated through phonecards. International Journal of Arts and Humanities, 4(1), 137-146.


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