How Did You Advertise In The 1960s? Coca-cola Chose The Pigeons In Venice.

They say advertising is the soul of commerce. Even today, this declaration by Henry Ford constitutes a real “command” for anyone who runs a company and wants to energize it and make it known as well as possible.

In essence, if you really want to make more money, investing in advertising is fundamental, and in this area, there should be no limits other than those imposed by the minds and creativity of so many. people who strive to find the most solid sponsorship methods every day. And if you think that today, with the tools at our disposal, we can create campaigns that are much more memorable than in the past, you are seriously wrong, and perhaps you have never seen the incredible photograph. that we will show you. In the magnificent setting of St. Mark’s Square in Venice, Coca-Cola has chosen very specially “muses” …


image credit: SpadoKln/reddit

There are no specific dates for the photo in question. What is certain is that it dates from the 1960s or at most, some say, the first half of the 1970s. The dates do not matter, however, in the face of an advertising example like this. The sponsor chosen by Coca-Cola, in one of the places that best symbolizes Italy and especially the city of Venice, was certainly unconventional.

For this publicity photo, the protagonists were … the pigeons in Saint Mark’s Square! Anyone who has ever visited this wonderful space in Venice knows that, like in many other similar places in the city centers, there are also a lot of pigeons there, attracted by the crowds of tourists, which can always be the occasion. for them to find some food.


image credit: Kassie/Flickr

So it was in this spirit that the Coca-Cola advertisers decided to bring kilos and kilos of birdseed right in the middle of the square and arrange them in a way that recreated the brand name. It didn’t take long for the pigeons, naturally drawn to all this food, to eagerly cover the birdseed, so that the words “Coca-Cola” appeared in clear letters on the surface of the Venetian Square. Just one photo of the situation and voila: one of the most memorable commercials in history had just come to life.

If today such a marketing coup is no longer conceivable, both because of the obvious problems of urban decorum and the measures taken by many cities to contain the proliferation of pigeons, it is clear that it has left its mark. Even today, finding ourselves in front of such clichés brings us back to a past where, even with very simple means, some people were able to create great things! Did you know this historical photograph?

Source used:

Grand Voyage Italy

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