{"id":2618,"date":"2021-09-02T17:19:38","date_gmt":"2021-09-02T11:49:38","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2618"},"modified":"2022-05-24T19:32:00","modified_gmt":"2022-05-24T14:02:00","slug":"coca-cola-the-pause-that-refreshes","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/09\/02\/coca-cola-the-pause-that-refreshes\/","title":{"rendered":"Iconic Ads: Coca Cola &#8211; The Pause That Refreshes"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">America&#8217;s economy was on the verge of collapse in the late 1920s. Coca Cola&#8217;s President Robert Woodruff was seeking a way to differentiate Coke from rival soft drinks and make it more desirable during a period when people were struggling financially.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People&#8217;s lives were becoming more hectic, and Woodruff wanted to encourage them to calm down and enjoy Coke more frequently. He sought to position Coca-Cola as more than just a beverage, but as a joyful getaway from the stresses of everyday life.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Archie Lee, a friend of Woodruff&#8217;s and a copywriter at the advertising agency D&#8217;Arcy Co. in St. Louis, Missouri, was tasked with coming up with a slogan to represent this. (When D&#8217;Arcy first began in 1906, Coca-Cola was their first client.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPause and refresh yourself,\u201d ran the original tagline Lee devised in 1923, with a second line that read, \u201cOur nation is the busiest in the world.\u201d There&#8217;s never a dull moment from breakfast to dinner.\u201d Because the tagline was perceived as being excessively harsh, Woodruff and Lee altered it to \u201cThe pause that refreshes\u201d in 1929.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"350\" height=\"456\" data-id=\"2619\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1929-Ad-Coca-Cola.jpeg\" alt=\"\" class=\"wp-image-2619\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1929-Ad-Coca-Cola.jpeg 350w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1929-Ad-Coca-Cola-230x300.jpeg 230w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"195\" height=\"258\" data-id=\"2620\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/pause-coke.jpeg\" alt=\"\" class=\"wp-image-2620\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"339\" height=\"400\" data-id=\"2621\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1939-COCA-COLA-Coke-Housewife-Relaxing-The-Pause-That.jpeg\" alt=\"\" class=\"wp-image-2621\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1939-COCA-COLA-Coke-Housewife-Relaxing-The-Pause-That.jpeg 339w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/1939-COCA-COLA-Coke-Housewife-Relaxing-The-Pause-That-254x300.jpeg 254w\" sizes=\"(max-width: 339px) 100vw, 339px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"197\" height=\"256\" data-id=\"2622\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/pause-coke-1.jpeg\" alt=\"\" class=\"wp-image-2622\"\/><\/figure>\n<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the same year, a Coca-Cola commercial in the Saturday Evening Post included the new phrase for the first time. The ad was then simplified to simply &#8220;The Pause that refreshes,&#8221; and featured three women at a soda fountain with the text &#8220;All think about the pause that refreshes.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Coca-Cola&#8217;s advertising has always been able to read the public&#8217;s mood. Here, Coke sent out a bright, upbeat message at a time when the economy was deteriorating. Coca-Cola sales soared after the stock market meltdown just months after \u201cThe Pause That Refreshes\u201d was first displayed in their advertising! People had responded well to Coke&#8217;s upbeat attitude during a difficult period in American history. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additional variants of the original &#8220;The Pause That Refreshes&#8221; slogans were also effective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1924 Pause and Refresh Yourself<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1932 The Drink That Makes the Pause Refreshing<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1935 The Pause That Brings Friends Together<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1937 Stop For a Pause . . . Go Refreshed<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1938 Anytime Is the Right Time To Pause and Refresh<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1947 Relax With the Pause That Refreshes<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola&#8217;s advertising has always been able to read the public&#8217;s mood. Here, Coke sent out a bright, upbeat message at a time when the economy was deteriorating.<\/p>\n","protected":false},"author":1,"featured_media":2623,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,881,643,880,882,883],"class_list":["post-2618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-archie-lee","tag-coca-cola","tag-darcy","tag-robert-woodruff","tag-the-pause-that-refreshes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Coca Cola - The Pause That Refreshes Point of View<\/title>\n<meta name=\"description\" content=\"Archie Lee, a copywriter at D&#039;Arcy Co. &amp; Woodruff of Coca Cola came up with the slogan &#039;The Pause That Refreshes&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/09\/02\/coca-cola-the-pause-that-refreshes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Coca Cola - The Pause That Refreshes Point of View\" \/>\n<meta property=\"og:description\" content=\"Archie Lee, a copywriter at D&#039;Arcy Co. &amp; Woodruff of Coca Cola came up with the slogan &#039;The Pause That Refreshes&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/09\/02\/coca-cola-the-pause-that-refreshes\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-02T11:49:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T14:02:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/pausecoke.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"413\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/09\\\/02\\\/coca-cola-the-pause-that-refreshes\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/09\\\/02\\\/coca-cola-the-pause-that-refreshes\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Coca Cola &#8211; 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