Back in the 1930s, America was going through a financial swamp deeper than anything in the Atchafalaya Basin. Businesses were folding faster than a tourist’s poker hand at Harrah’s, banks were closing, and folks were stuffing cash into mattresses like it was the only investment left. It was bleak.
And then there was Coca-Cola.
While most companies were throwing their advertising budgets into the bayou and praying for better days, Coca-Cola was out there waving banners, painting signs, and sliding into every printed publication like it was the belle of the branding ball.
They didn’t just survive the Great Depression. They grew.
That’s right. While everyone else was clutching their last dollar like a crawfish in a crab trap, Coca-Cola decided to keep going. They kept their name in the public eye, stayed on billboards, and most importantly—they didn’t vanish.
Now, let’s bring this into the modern world.
Running a business today might not come with flapper dresses and speakeasies, but the economic anxiety? That’s still kicking like a mule. Prices are up. Consumer confidence is down. Everyone’s watching the budget like it’s a pot of red beans on the stove.
So naturally, the first thing on the chopping block tends to be advertising. “Let’s just pause our ads until things settle down.”
Yeah… that’s the fastest way to disappear in plain sight.
The reality is simple: when times get tough, visibility isn’t optional—it’s strategy.
Coca-Cola didn’t bet the farm on one big campaign. They just didn’t leave the room. They stuck around. They stayed top-of-mind. And the public—stressed, broke, and probably sick of boiled potatoes—kept seeing that familiar red script. It became comfort. It became normal. And eventually, it became irreplaceable.
Now here’s where it gets real. Imagine today’s world: a customer hops on their phone, types in “plumber near me” or “best tamales in New Orleans” or “website help that doesn’t make me want to scream.” If the business isn’t showing up in search, isn’t advertising locally, or hasn’t posted since 2022—it’s invisible.
No ad strategy? No digital presence? Might as well be a ghost.
And before someone hollers about budget—this isn’t about spending like a Rockefeller. It’s about staying present. It’s about reminding the public that the business still exists, still has something valuable to offer, and hasn’t gone the way of Blockbuster.
Sometimes, the smartest thing a business can do isn’t to shout louder—it’s to just keep talking while everyone else goes quiet. Consistency beats volume. Ask Coca-Cola.
What’s funny is how timeless this is. People think marketing has changed dramatically, but it hasn’t. The platforms are different. The methods are flashier. But the rule is the same as it was in 1933: be visible, be consistent, and don’t quit.
Now granted, Coca-Cola had a lot going for it—recognizable branding, widespread distribution, and a product that made people feel good in the middle of a terrible time. But here’s the kicker: all of that would’ve meant nothing if they’d stopped showing up.
A brilliant product with no presence is like a gumbo with no seasoning. Technically, it exists—but nobody’s talking about it.
Advertising today isn’t just about getting attention—it’s about planting a flag. It says, “Still here. Still open. Still solving problems.” And every business, no matter the size, can do that. Whether it’s with billboards, email campaigns, sponsored posts, or just good ol’ fashioned radio spots—there’s a way to keep the lights on in the public’s mind.
And yes, there are going to be months when that ad budget feels like it’s pulling from the coffee fund. But think about this: if Coca-Cola had pulled back during the Great Depression, there’s a good chance someone else would’ve stepped into that spotlight. RC Cola, maybe. Or Moxie. Or whatever other brand was lurking in the background, waiting for Coke to take a nap.
Instead, Coca-Cola said, “Not today,” and kept going.
The result? It didn’t just survive—it defined the category.
So what does that mean for the modern business owner staring down rising costs, declining engagement, and the occasional existential crisis?
It means don’t disappear.
Stay visible. Keep showing up. Put something out there—regularly. Remind people the brand is alive, open for business, and not going anywhere. Don’t let silence convince the market otherwise.
History tends to reward the ones who keep marching when the parade is over.
That’s not just marketing. That’s survival—with a side of strategy.
And if that strategy was good enough for Coca-Cola in the Great Depression, it’s probably worth a second look today.
