Early signs (1920–2003) The first Coca-Cola billboard in Times Square debuted in 1920 at 49th Street and
Broadway, with neon lighting later added in 1923. It flashed the words "Drink Coca-Cola, Delicious and Refreshing", and was the world's second-largest electric billboard at the time. This sign was replaced in 1932 with a new model on 47th Street which featured a
soda jerk, and was replaced again in the 1960s with a simpler sign reading "The Pause That Refreshes." By the mid 1960s, the slogan had been changed to "Things Go Better With Coke." In late October 1969, Coca-Cola embarked on a multimillion-dollar advertising campaign, which included a new logo for the company; the trademark was housed in a square with a "dynamic ribbon" near the bottom. A large electric sign, which alternated the new look and slogan "It's the Real Thing" in vibrant red and white colors, was installed at Times Square and remained for over 20 years. The sign wouldn't be updated again until 1991. A $3 million, neon-illuminated display was introduced, featuring a larger-than-life Coke bottle protruding from the billboard's surface. The bottle was the world's largest Coca-Cola bottle, and the sign featured both daytime and evening routines. ==See also==