1980s advertising Archives - Retro Reminiscing Video and Pictures

Believe it or not, Sears has an early online-shopping story that deserves a report all by itself. I’m working on that one. But for now, let’s go back to Sears during its heyday.

If you were watching football on a Sunday, it seemed like you were guaranteed to see a Sears commercial somewhere along the way. And that memory actually has some history behind it — Sears was buying advertising around NFL broadcasts as far back as the 1970s, including ABC’s NFL coverage and CBS NFC games. By 1981, an NFL executive said the first 32 pages of the Sears Christmas catalog were NFL merchandise.

This commercial comes from 1983, and watch how much Sears manages to squeeze into 30 seconds. Cheryl Tiegs and fashion. Winnie-the-Pooh for the kids. A big stereo. Lamps and home furnishings. Craftsman tools. It’s not really a commercial for any one product — the product is Sears itself.

And then there’s that jingle:

“There’s more for your life at Sears.”

You heard those few notes and immediately knew what was coming.

Cheryl Tiegs was especially important to Sears in this era. She had launched a Sears clothing collection in 1980, and the company used her in its catalogs and television commercials to shake off some of its old-fashioned image. By 1984, TIME was writing about a revitalized Sears, with its catalog reaching roughly 12 million homes and the company operating more than 800 stores and thousands of catalog-sales locations.

And Sears was enormous. In 1984 it reported a record $38.83 billion in revenue and $1.45 billion in net income. This was still the retailer Americans measured everybody else against.

I think that’s what makes this commercial hit differently today. Sears wasn’t trying to convince America that it mattered.

Everybody already knew it did.

Do you remember shopping at Sears — and did Sunday football immediately make you think of that jingle?

Wearing one of his familiar sweaters and sitting against a dark background, Bill Cosby holds up the can, calls it the best Coca-Cola ever and ends with “Coke is it!”

Coca-Cola replaced its original formula on April 23, 1985, after extensive taste testing. According to Coca-Cola’s own history, nearly 200,000 consumers participated in tests that favored the new formula. What those tests failed to measure was the emotional connection people had with the original drink.

Cosby was an obvious choice because he was one of television’s most familiar and persuasive advertising personalities. However, his appearance created an amusing contradiction. Shortly before New Coke arrived, he had appeared in commercials criticizing Pepsi for tasting too sweet. New Coke was then introduced with a sweeter taste designed partly to compete with Pepsi.

The reaction quickly became part of advertising history. Coca-Cola received thousands of complaints, consumers began hoarding the remaining original Coke and protest groups demanded its return. One Texas customer reportedly purchased $1,000 worth of the old formula before it disappeared.

Coca-Cola finally brought the original drink back as Coca-Cola Classic on July 11, only 79 days after introducing New Coke. The new formula remained available beside it, was eventually renamed Coke II and quietly survived until 2002.

Did you try New Coke in 1985, and was it really as bad as everyone remembers?

Tag: 1980s advertising

SEARS IN ITS HEYDAY — “THERE’S MORE FOR YOUR LIFE AT SEARS”

New Coke