Coca-Cola introduced the slogan “It’s the Real Thing” in 1969. The campaign presented Coke as an authentic, shared experience rather than merely a refreshing soft drink, helping it stand out during a period of intense competition with Pepsi.
The slogan followed “Things Go Better with Coke,” which had been used since 1963. In 1971, Coca-Cola developed the famous “I’d Like to Buy the World a Coke” advertisement, often remembered alongside “It’s the Real Thing” but representing a later campaign.
A common mix-up is the date 1971, because the hilltop commercial and its song became one of Coca-Cola’s most recognizable advertisements. The slogan itself belongs to the 1969 campaign, while versions of the phrase continued to influence Coca-Cola advertising for decades.