Recently, I was reading through the list of Coca-Cola’s slogans from 1886 to 2021 and found that they’re not just catchy phrases. They’re strategic communications in action. You can see the slogans here: https://lnkd.in/eY4SzCtw
From “You Can’t Beat the Real Thing” to “Taste the Feeling” and “Real Magic”, each slogan reflects a shift in how the company wants to be perceived, what it stands for, and how it connects with people. I can’t also forget the years of ‘Open Happiness’.
Today as a strategic comms professional, I see that those slogans aren’t random wordplays—they’re how Coca-Cola translates its evolving strategy into language that resonates with the everyday consumer.
And that’s the point: strategy only works when it’s communicated well. As the company’s direction changes, so does the way it speaks to the world. Everything that goes into making that magic happen is what is called strategic (or purposeful) communications.
Strategic communications make strategy visible, relatable, and actionable. If your messaging doesn’t evolve with your strategy, people won’t follow—and your strategy won’t land. You will be speaking in a language, that used to resonate, but is now obsolete to your target audience.
The Coca-Cola Company gets it: strategy needs a voice. Their slogans evolve because their strategy evolves—and the way they communicate keeps pace. That’s the power of strategic communications. It’s not just about saying something; it’s about saying the right thing, at the right time, in the right way. If your strategy isn’t landing, maybe it’s time to look at how you’re telling the story.
