Man who wrote iconic Coke jingle 'I'd Like To Teach the World to Sing' has died

The New York Times reported that Backer died Friday at 89 years old in Warrenton, Virginia.

It was Backer who persuaded Coca-Cola to create a video ad after the president considered the song to be too sappy; Coke bottlers also rejected the song.

"The product itself is a product that brings people together," he told Slate of the ad in 2015. "It was a simple observation of the product performing one of the functions it does so well: It's a social catalyst."

The Coca-Cola Company wrote a tribute to Backer on its history website.

"The advertising industry lost one of its giants," wrote Ted Ryan, director of heritage communications at The Coca-Cola Company. "The Coca-Cola Company lost one of its advertising leaders. And I feel like I’ve lost a friend and mentor."

Backer is survived by his wife, Ann. The public can express condolences here.