August 28, 2015 – Motor City Radio Flashbacks

From the MCRFB news archives: 1967

ATLANTA — The Coca-Cola Co., with its eye on the teen market, is cutting more “youth radio commercials” starring recognized pop artists. The latest of these were released June 29.

Richard Harvey, vice-president and brand manager of Coca-Cola, said the commercials inject product action “where the action is . . . in this growing under-25 soft drink market.”

Sandy Posey and the Young Rascals are the latest names added to the list of stars singing the praises of Coke. Others already utilized include the Supremes, Drifters, Nancy Sinatra, Roy Orbison, the Fortunes, Los Bravos, Petula Clark, Ray Charles, Lesley Gore, Lee Dorsey, the Vogues, Troggs, Joe Tex, and the New Vaudeville Band.

The use of teen talent has paid off with awards. Clio statuettes honored the series of youth radio commercials with two first prizes. Several other regional and national awards were presented.

The original jingle of “Things Go Better With Coke” was recorded by the Limeliters. Still utilizing the same theme, it has given talent some of the broadest radio exposure it has ever enjoyed. Radio DJ’s report a deluge of requests to play the commercials and requests for copies of transcriptions.

The teen-appeal campaign was created by William Backer, vice-president of McCann-Erikson, Inc. END

(Information and news source: Billboard; July 8, 1967).