Coke at 125: Raising a glass to the "ultimate ubiquitous brand"

One week today, Coca-Cola celebrates its 125th birthday. We ask brand expert Jonathan Gabay why Coke has become the most famous brand on earth.

To mark its anniversary Coca-Cola launched a TV ad which plays on the brand's campaigns of yesteryear.

The ad reprises the song "I'd like to teach the world to sing" from Coke's famous Hilltop spot and features a montage of retro images from past campaigns.

The campaign has been created by McCann Spain with help from other parts of the McCann network. As well as the TV ad, the anniversary will be marked with special branding on packaging and outdoor advertising.

Coca-Cola has also unveiled a "Retro Poster Maker' for its online site Coke Zone, which allows fans to make their own ad using images from the brand's archives. Their creations could appear on the brand's famous Piccadilly sign in London.

Zoe Howorth, market activation director for Coca-Cola Great Britain, said: "8 May is a very special day as Coca-Cola, one of the world’s most favourite brands, is 125 years old and we want to take this chance to say thank you to our consumers, employees and partners for their continued loyalty."

Through this "loyalty" the Coca-Cola brand is now the best known in the world... the "ultimate ubiquitous brand" according to branding expert Jonathan Gabay. 

"Coca-Cola means something to everyone. The overriding message that Coca-Cola sends out is one of authenticity - based on a slogan that they had many years ago ‘It’s the real thing’. There is only one Coke."

Coca-Cola's 1971 ad ‘I want to buy the World a Coke’ was a precursor to what would happen decades later with Web 2.0 and social media, says Gabay.

"Marketing is now about sharing. ‘I’d like to buy the World a Coke’ is the original Web 2.0 advert – before the web was even conceived. It’s about no marketing bullshit. It’s about ‘Have a Coke’."