It seems that the Super Bowl and Coca-Cola go hand to hand. With so many years of history, it’s hard to focus on a specific ad. But among the decades of commercials, there were definitely some standouts…
Coca-Cola Super Bowl History
Back in 2016, Coke kept their ad secret until a surprise commercial aired during Super Bowl 50 and last year, again, they did not reveal their ads in advance of the game. In the opening moments of Super Bowl LI, Coke played their first ad. It was an old ad from the 2014 Super Bowl – the powerful commercial called “It’s Beautiful.” Given the political climate in the United States at the time – just after Trump’s election – the ad was perhaps more controversial than ever.
It featured the song “America the Beautiful” being sung in many different languages.”
Back in honor of Super Bowl 50, the brand aired an action-packed 60-second spot promoting Coke’s new mini cans with help from Ant-Man and the Incredible Hulk.
Coke Super Bowl 50 Commercial
Does Coke taste better out of a Mini can?
It does if that mini-can features our favorite Marvel comic on it! In honor of their Super Bowl 50 campaign, Coke partnered with Marvel comics to create mini-cans of Coca-Cola. The cans were decorated with images of Iron Man, Black Widow, Hulk, Ant-Man, Captain America and Falcon.
— Berik Akkozov (@Akkozov_B) February 4, 2016
A Departure from the “Taste the Feeling” Campaign
The comic-themed Coke ad came as a bit of a surprise. Before the Super Bowl itself, we thought that Coca-Cola’s Game Day spot would be in line with the new “Taste the Feeling” campaign that the brand announced recently at an event in Paris.
— The Coca-Cola Co. (@CocaColaCo) January 19, 2016
Coke, Diet Coke or Cola Zero – You Can Always “Taste the Feeling”
Coke’s new “Taste The Feeling” campaign is designed to unite the international beverage-maker’s wide range of products in a “One Brand” marketing strategy aimed to appeal to its global consumer base. The campaign features the brand’s Coca-Cola Light, Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life in a series of 10 commercials, over 100 campaign images and other interactive digital experiences.
Coca-Cola Super Bowl 2015 Commercial
As they did in Super Bowl 2017 and 2014 with “It’s Beautiful, Coca-Cola used their 2015 Super Bowl commercial to send a positive, feel-good message.
The hashtag #MakeItHappy is displayed at the end of the video and refers to negative online behavior such as cyberbullying. The commercial thus sent a clear message of optimism, particular as the Internet is increasingly filled with a whole lot of negativity. How? By pouring Coca-Cola on the server stack of the world, hatred and mean messages transform into happy ones. The commercial should come with a “Don’t try this at home” notice. Pouring Coca-Cola on your computer does NOT make things better, it would only make them worse!
Coca-Cola Super Bowl 2014 Commercial
Meanwhile, the first time a same-sex couple appeared in a Super Bowl commercial was during 2014’s famous Coca-Cola ad, “It’s Beautiful” – the same ad they used last year. The ad quickly went viral, which is what every advertiser dreams of, but this one didn’t quite go the way Coke had intended. The 30-second spot featured a tapestry of diverse Americans: Hispanics and Asians, African Americans and Caucasians, Jews and Muslims, children and elderly, dancers, singers and same-sex couples, too. In the background, the song “America the Beautiful” is sung in several languages. The commercial carried the hashtag, #AmericaIsBeautiful, but many in America saw the commercial as anything but beautiful. What was initially meant as a sincere, emotional and even patriotic clip, was viewed by some as offensive; it led to public outrage by many right-wing individuals. Angered by Coca-Cola’s interpretation of America, they suggested that Coca-Cola was dividing the country politically. (You can see why they chose to air it again last year.)
Coca-Cola Super Bowl 2013 Commercial
In 2013, “Coke Chase,” which was part of a much larger campaign, showcased Cowboys, Vegas Show Girls and Mad Max Types in a cutthroat race in the middle of a desert. The prize? A giant bottle of Coke. The campaign asked for viewers to vote on who should win the contest. Fans could also go to www.CokeChase.com and sabotage their least favorite teams by throwing obstacles in their way.
In 2013, Coke had an unforgettable ad called “Security Cameras.” It aired during the first quarter of the Super Bowl. According to Ace Metrix, the commercial, which showed footage of regular Americans committing acts of kindness, ranked as the third most effective commercial in Super Bowl XLVII. It was also featured on Ted’s 2013 list of “Ads Worth Spreading.” The commercial began as an initiative in 2011 to track down security footage showing people engaged in acts of kindness. Eventually the footage was released in 2012 and was later aired as the Super Bowl commercial. The ad sought to tip the concept of security cameras on its head. Normally associated with something negative, like someone stealing money, these same cameras were used to record positive moments as well, like someone stealing a kiss.