It fuels our business – with consumers, customers, fans, agencies and partners all over the world. We are honoured by this recognition and grateful to our agencies and partners who inspire and make us better. Joe Tripodi, Executive Vice President & Chief Marketing & Commercial Officer of The Coca-Cola Company Since the manufacture of the now famous contour bottle in 1916, Coca-Cola has consistently maintained a strong brand identity with a focus on design. The Company's advertising, always an important and exciting part of its business, came into its own in the 1970s with the brand's iconic 1971 Hilltop commercial – where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke". The 1990s were a time of continued growth for The Coca-Cola Company, reflected in the strengthening of the brand by connecting with wider audiences through its on-going support of the Olympic Games and FIFA World Cup.