1920's Promotion for Coca-Cola Export Class
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''Hechos . . . y apuntes sobre lo que significan''
(Trans: ''Facts . . . and notes on what they mean'')
This was the cover of a booklet on facts about
Coca-Cola for a Cuban sales promotional advisory circa 1923
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Asa Candler introduced Americans to Coke, but it was Robert Woodruff who would spend 60 years as Coca-Cola's leader introducing it to the rest of the world. Woodruff saw Coca-Cola as a product no one needed, so people had to be sold on it. Advertising was the lynchpin in his grand strategy, and Woodruff saw boundless opportunities whereever he looked. It was in 1926 that Mr. Woodruff established Coca-Cola's foreign department, becoming, by 1930, the Coca Cola Export Corporation. They opened plants in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. Woodruff captured these foreign markets with brilliant and creative campaigns, in one instance sending Coca-Cola with the U.S. team to the 1928 Amsterdam Olympics and in another, emblazoning the company logo on racing dog sleds in Canada. He even plastered Coca-Cola banners over the walls of Spanish bull fighting arenas.
Here's an interesting 1954 international promotion targeting The Philippines and its post-War consumers titled, 'Member of The Family':
