A Humble Trailblazer: Meet Mary Alexander, the First African-American Woman to Appear in Coca-Cola Advertising
Just like Coca-Cola, this story remains timeless. The story of the radiant Mary Alexander is woven into the threads of history
Few people have the ability to light up a room.
Mary Alexander is among those fortunate few, yet she’d never admit it. It’s not necessarily her beauty or her confidence that make her shine, though she has plenty of both to go around, but rather a general happiness and aura of positivity that supersedes time, age and experience.
Mary radiates – which is probably the reason she was chosen as Coca-Cola’s first female African-American model back in 1955.
Ask Mary who she is, and she’ll proudly share her many titles: wife, mother, grandmother, former teacher and high school principal.“We were married three years before I realized I was married to a Coca-Cola model,” says her husband of three decades, Henry Alexander.
Affectionately called “Miss Mary” by some, she’s as humble as they come. So humble, in fact, that Coca-Cola didn’t know the identity of the young woman pictured in those groundbreaking ads until more than a half-century after they were produced.
Mary in a 1955 Coke ad published in Ebony magazine.
Mary grew up on a farm in Ballplay, a small community in the northeast corner of Alabama. One of 10 children, she spent most of her days hoeing fields in the Southern heat.
“I had my first Coke at around 7 or 8 years old,” Mary remembers. “After a long, hard day of working on the farm, that was our treat at the end. We’d get an ice-cold Coca-Cola.”
She became only the second person in her family to attend college, enrolling at Clark College in Atlanta. During her junior year, the housemother of her dorm approached her and explained that Coca-Cola was trying to recruit African-Americans for a new advertising campaign. She suggested Mary try out.
Having no modeling experience, Mary hesitated, but agreed after the Dean insisted once more. She interviewed and was selected.
“I was surprised that they chose me,” she says. “Girls there were from Atlanta and New York. I was just a simple country girl!”
As word spread around campus, Mary’s excitement quickly turned into uneasiness. She describes her first photo shoot as “nerve-wracking.”“I went back to my room and cried a little bit,” she recalls. “I was afraid this wasn’t what I should be doing.
My parents were very strict, and I wanted to make sure they were okay with it.”When the final ads came out, however, the mood changed.“We told the whole family and spread it around campus,” Mary says. “It was surreal… I was just so happy.” She earned $600 total for approximately 15 ads, enough to pay for a full year of her college tuition.
A Coca-Cola ad from 1957.
Mary used the money she earned as a model to pay for a full year of her college tuition.
A Life of Firsts
While Mary’s face graced newspapers, magazines, billboards and New York subway stations, she fell out of touch with The Coca-Cola Company. The ads marked both the beginning and end of her modeling career, though she would go on to achieve plenty of other firsts.After college, she moved to Detroit to pursue a master’s degree for a career in education.
The job market was tough for an African-American woman in the midst of the Civil Rights Movement, but after nearly three years of applying to positions and working as a real estate secretary, Mary landed a position at Mount Clemons High School.
The principal warned her that the school’s population was mostly white, and that she’d be their first African-American teacher. Yet Mary remained unfazed.“I asked, ‘Well, do they all …
Read the rest of this wonderful story at the source: The First African-American Woman to Appear in a Coca-Cola Ad: The Coca-Cola Company