Coca-Cola’s “It’s the Real Thing” landmark advertising campaign is still taught in business courses as a multi-focal, immersive, psychological juggernaut to sell an 80 year old product by appealing to middle American and unifying themes over the prevailing divisiveness from politico-socio-economic turbulence of the late 1960s.
The McCann Erickson brainchild sent photographers across the country to capture its rich beauties which were then used in various media advertising. To pitch the campaign to its employees, Coke produced this spiral bound brochure with some of the best images to encourage their participation in this multiyear spectacle.
The author calls it is a love letter to America, whose gorgeous vignettes he states are intended for framing. Fortunately this example was not disassembled for such purposes. It retains the poster showing ad clips for magazine advertising along with the circulation for each publication.
Dimensions (inches)
Width: 15 5/8
Height: 10 1/2
Condition
Fair / Good - cover has ink losses, abrasions, soiling, bumping; image pages are clean; ends show soiling and wear; the pocket holding the poster is slit across the bottom; the poster is separated in 3-4 pieces.
