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Additions to the roster continued in 1966 as the format gained momentum.Backer recalled the contribution of one of his favorite performers. In between the crying and the heartaches, in between the sad songs that I sing all night long, I'm so glad to leave the show, have a Coke don't you know, it makes me feel better before the next show goes on.’ That's perfectly natural, nothing forced, you know.” The Ray Charles ad won the 1966 Golden Spike Award by the Hollywood Radio and Television Society for the best 60-second radio spot.“If (William) Faulkner failed and (James) Dickie (Deliverance) failed, don't try to describe it, just suffice to know that it's the greatest taste ever invented by man, or God either, for that matter,” he said.By 1965, Backer had convinced Sledge that radio offered a tremendous new way to reach the youth audience… When it was time to record the ads, Backer wanted to break out of the jingle mold.

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The concept of the popular song ad spread to offices around the world.

Backer wrote the initial jingle and had the folk music group The Limelighters record it as a demo at a rundown recording studio in an apartment on 57“It was just going to be a demo for The Coca Cola Company, and it had some flat notes in it, and places where we had to splice together two or three tapes, but it was enough to take down there,” Backer told me in an oral history interview for the , one of the world’s greatest advertising companies, running a jingle for six years that was the spliced-together remains of just a few takes.

But, the ad slogan was introduced in 1963 and in the end, Backer was correct: the ad had that certain “it” factor and remains one of the most popular jingles Coke has ever produced.

The Supremes and Charles were just the first of the musical acts to be signed.

Once the campaign began, musicians approached Mc Cann because they wanted to be included in this new form of advertising.

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