Although each advert is very different from the next, the overarching theme of Coca-Cola's advertising strategy is happiness. Since the 19th Century, Coca-Cola has been selling its drinks by selling happiness in a bottle, and this doesn't look set to change anytime soon.

16 best Coca-Cola ads – learning from the masters

• I'd Like to Buy the World a Coke (1971)
• Hey Kid, Catch! ( 1979)
• Northern Lights (1993)
• Holidays are Coming (1995)
• Happiness Factory (2006)
• Happiness Machines (2010)
• Reasons to Believe in a Better World (2011)
• Share a Coke (2011- present)

Billy Davis "Buy the World a Coke" was produced by Billy Davis and portrayed a positive message of hope and love, featuring a multicultural collection of teenagers on top of a hill appearing to sing the song.

Our very first ad was published in the Atlanta Journal newspaper on May 29, 1886, a few short weeks after the drink was first served in Jacobs' Pharmacy. The ad featured one of our longest-running slogans: “Delicious and Refreshing.”

Share a Coke is a multi-national marketing campaign of Coca-Cola.

Coca-Cola's Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit.

Much of Coca-Cola's advertising success comes from the way they present their brand. Instead of focusing on the actual product, they emphasize the feeling and camaraderie of making the brand part of one's identity.

Bill Backer Bill Backer, the man who wrote the jingle for Coca-Cola's 1971 "Hilltop" ad, has died.

According to the Story of Advertising by James Playsted Wood, the first known written ad in the history of advertising was found by archeologists in the ruins of Thebes, known to the ancient Egyptians as Waset. It was the papyrus created in 3000 BC on behalf of a slaveholder who was trying to find one of his slaves.

Coca-Cola Hilltop (1971) This iconic advert cost $250,000 back in 1971, which might not seem like a lot now, but scaled for inflation, that's around $1.8 million. At the time, it was the world's most expensive television ad, but the fact that it has aged so well shows it was a worthwhile investment.

For decades we've thought that The Scream by Edvard Munch is a representation of existential angst, anxiety and alienation when all along the artist just wanted a bottle of Coca-Cola. The new ad, called Masterpiece, takes us on a tour of some of the world's most famous paintings and sculptures, and it's brilliant.

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company's purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide.