Rosenthal: D'Arcy agency established strict brand commandments for Coca-Cola
David Rosenthal · Coca-Cola: The Complete History & Strategy (Audio) · Acquired · Nov 24, 2025 · at 1:18:03
David Rosenthal details the rigorous brand guidelines established for Coca-Cola by its primary ad agency in the 1920s.
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“And so he and the Darcy agency come up with a list of commandments for the Coca-Cola account. Some of them are never split the trademark Coca-Cola on two lines. Coca-Cola must always be together on one line. The circular sign should always carry the phrase delicious and refreshing. You should never refer to Coca-Cola as it is not an impersonal pronoun. It is Coca-Cola. And you should never use Coca-Cola in the personal sense, such as Coca-Cola invites you to lunch or Coca-Cola invites you to enjoy.”
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