Coca-Cola began using the slogan “Always Coca-Cola” in 1993.
The campaign was created by the advertising agency Wieden+Kennedy and became one of Coca-Cola’s major global branding efforts of the 1990s. It presented Coca-Cola as a constant presence across changing moments, while animated and live-action advertisements gave the slogan a broad international reach.
The phrase followed several major Coca-Cola campaigns, including “Can’t Beat the Feeling!” and “The Real Thing.” Its wording emphasized continuity rather than a particular product feature, making it suitable for many markets and advertising formats.
People sometimes associate the phrase only with the company’s animated polar-bear commercials. The bears became strongly linked with Coca-Cola during the same era, but the slogan itself was the broader campaign platform. Later Coca-Cola advertising replaced it with other worldwide themes, including “Open Happiness.”