#CocaCola - A História de Um Ícone Americano #legendado

[Music] on the surface it's just a soda pop a cold drink you can buy almost anywhere but it's come to be more than that how did this soft drink coca-cola become an emotional touchstone for millions around the globe trace that story and you trace a small part of the world story well i think hope's great success Over the years was in ingratiating itself into every change of society i've often said to friends of mine that i can probably teach a course in american social history and use nothing but advertising for coca-cola during the depression you

could always call a fella and say larry meet me down for coca-cola i want to buy you coca-cola It brought with it the effervescence of american society in the effervescence of its dream if you're having a bad time if the country's having a bad time if the world's having a bad time it's okay because there's still hope [Music] 1886 was a good year for cultural icons [Music] the statue of liberty was unveiled to great fanfare in new york harbor [Music] in london sherlock holmes first stalked the literary streets and in the basement of a house

in atlanta georgia an unsuccessful pharmacist was brewing up something that started out as a soft drink but ended up an icon of its own his name was john pemberton everybody in atlanta knew him as doc and he'd spent most of his life looking For the product that was going to make him rich there's not a lot that is known about pemberton and his life he took some medical training early in his career he had some training as a pharmacist he served in the civil war as an officer in the confederate forces and after the war

he settled in columbus georgia and began the practice of pharmacy and also Began the practice of trying to invent commercially successful products he introduced pills hair dyes medicines and never managed to make a success of any of them in 1870 he moved to atlanta a booming growing railroad town still rising from the ashes of sherman's march in those days civic leaders were anxious to leave the wounds of the civil war behind Make amends with the north and join the 19th century's industrial revolution they called it the new south and atlanta would lead the way the

city's cash crop was cash and doc pemberton was hoping to harvest his share these are not traditional values of the kinds of characters we see for example and gone with the wind who were interested in preserving the old traditions and Staying on the old plantation this is not mr pemberton unfortunately atlanta wasn't any kinder to the pharmacist than columbus had been he still couldn't come up with a real money maker but by the spring of 1886 pemberton had yet another bright idea and more importantly a new business partner a yankee i love the idea that

coke is founded by this odd couple Because you have this handsome chemist civil war hero doc pemberton from columbus georgia but we wouldn't know what we were talking about today if it hadn't been for this diminutive uh yankee uh veteran of the of the union army who just wandered into town with a small printing press and tried to gain a career in advertising and that's Frank robinson robinson's advertising know-how made him a natural partner for pemberton who was always better at creating products than he was at selling them together they decided to focus on that

new idea pemberton had been tinkering with a beverage they'd be staking their clay not at the medicine counter but at a new american institution the soda fountain from here from there From everywhere they came attracted to the current counterpart of the ends and watering places of colonial days the new gathering place of a new age the sona fountain helping to make the 90s gay soda fountain wasn't just a place to go and refresh yourself because you were thirsty it was a place to sit down with your friends to have conversations to talk about the politics

the The culture and so it was a place where people actually gathered they're important as new kinds of meeting places in a changing downtown atmosphere that includes both men and women for one thing this is a place where ladies can go without fear of censorship they can go to drug stores and sit at a soda fountain and partake in some ice cream confection And they were especially important to this victorian age at a time when the temperance movement was at its height no decent woman or man for that matter could be seen in a saloon

atlanta voted to close all its bars in 1885 [Music] [Applause] [Music] but a soda fountain was a place where Everyone could gather even then soda fountains offered a dizzying array of flavors variations on well-known tastes like strawberry lemon or chocolate all were prepared by mixing a thick syrup with carbonated water and adding ice pemberton hoped to come up with something that would stand apart from the crowd for months he worked in the basement of The atlanta house that served as his home and laboratory he added flavorings to boiling water to make a syrup and every

so often he'd dispatch a sample to the soda fountain at jacob's pharmacy to see what people thought it's very hard to go back to may of 1886 and try and figure out what was in the mind of a man like john pemberton my guess is That in his mind he was just trying to find a magical formula that was going to sell and so you took it one drink at a time you took it one container of syrup at a time people said they liked it let's try another one on may 8 1886 he decided

that he finally had it right it was a brand new flavor and more than a century Later it's hard to understand the impact it must have had on the first people who drank it it's not as if pemberton had created a new kind of cola there were no colas period the cola flavor is a very distinct kind of flavor and it's something that flavor cameras tell us is something that you forget very quickly so that you can have a cola flavored drink and maybe half an Hour later you're ready to have another cola flavored drink

of course no one knew this in 1886 it was up to frank robinson to sell this new concoction his first step named the product coca-cola it's catchy it's like route 66 uh you can't imagine it being any other way something catchy about the repetitions the o's The uh all of that stuff if they had called it uh elixir of wild mountain grape or something i doubt they'd still be around today and because he was a bookkeeper he had this fine 19th century spencerian hand so he wrote it out in script and it's frank robinson's signature

if you will that created the famous logo for coca-cola a logo that has remained Almost the same for 115 years robinson also took out the very first advertisement for coca-cola in the may 29th atlanta constitution unfortunately this first ad was almost buried on the page by solicitations for pope the hatter it might have seemed that making this new drink a success would be relatively simple syrup finely chipped ice Bubbling carbonated water yes people talked about it tried it and even then learned the happy enjoyment to be found in the past that refreshes in reality it

wasn't quite as simple as all that in 1886 pemberton only sold about 25 gallons of coca-cola syrup in his first year of operation he made about 50 but he incurred expenses of about 76 Dollars so that's not a very good ledger sheet even worse doc pemberton was not a well man before he and robinson had a chance to turn coca-cola around stomach ailments that had plagued him since the civil war flared up again pemberton took to his bed and his company nearly went under the true success of coca-cola would come too late for the man

who created it John pemberton died in august 1888 at the age of 57 never having tasted the success he had sought all his life pemberton was just one of these guys who was always trying to you know get the golden ring uh and he just didn't make it i mean he had no history of success and i think there's a good argument that might suggest that had john pemberton remain the Person behind the product that the product would never have achieved success that it has achieved you wonder why he didn't do more to take advantage

of his invention but of course at the time it was worthless and it hadn't become what it would become and uh if you'd bet on coca-cola back in its first year or two you'd be a rich man today but you'd have been considered a reckless man back then [Music] in fact the man who would rescue dr pemberton's invention probably couldn't have been any less reckless asa griggs candler once asked dr pemberton for a job and was turned down like pemberton he'd come to atlanta to seek his fortune he had arrived in the city at age

21 with 1.75 in his pocket looking for work in a drug store he Couldn't get a job at pemberton's but he eventually recovered from that blow [Music] unlike pemberton he did make his fortune in atlanta by the late 1880s his company was taking in as much as one hundred thousand dollars a year he was also a pillar of rectitude no one could accuse asa candler of being a frivolous man Whether in his business dealings or his personal beliefs for him the two were intertwined a common way of looking at the world for businessmen of the

time corporate america in general around asa candler's time was fascinated by the notion of i guess what you'd call the social gospel that one would go into business with the same fervor that one would go into Religion and craft a better world on earth i think handler was just a great robust capitalist i think he wanted to make money and i don't think he found it at all inconsistent with being a devout christian as well one of the things i like about this man is that he he starts annual meetings of his company by leading

the singing of onward christian soldiers Sometime in 1888 robertson came to candler and asked the pharmacist if he wanted to invest in coca-cola the answer was no he wasn't interested in a new product and besides his drugstore didn't have a soda phone where he could sell coca-cola anyway then a historic event asa candler tried coca-cola for the first time it is probably safe to call that one glass the most important coke ever Served later candler would claim that that one drink made him a true believer in the possibilities of coca-cola candler's genius i think lie

in the fact that he did see the opportunities that were there in broadening the base of the beverage out of its atlanta beginnings into becoming increasingly more of a national beverage by 1891 candler was the sole owner of Coca-cola his total investment about 2300 sales had already begun to take off in atlanta now candler set about making coca-cola a household word what candler possessed that pemberton did not was a vision and he also possessed a very strong marketing capability of course he didn't give up his other Products right away as a matter of fact in

early advertising for coca-cola you sometimes will see this mouthwash delect the lathe on one side of a piece of advertising coca-cola on the other he was hedging his bets he wasn't sure which was going to make it so he had him both up there if coca-cola was going to expand beyond its regional roots candler would have to make people aware Of this new beverage he had to convince a skeptical public that it was special and make them care whether they got the real thing or not but candler had faith in coca-cola and believe that one

glass would win over even the toughest customer in the beginning he turned to a trick frank robinson had been using giving coca-cola away for free he hired traveling salesmen to hand out Tickets in cities and towns across the country each one good for a free glass of coca-cola in essence asa candler wanted to buy the world of coke and obviously the concept was you try it once you'd like it the next time you came in you'd pay for it very simple elementary concept that coke was the first company to use that concept and canada Was

the one who recognized that in order to get business you had to get folks to try the product first [Music] in 1895 alone the company redeemed seventy seven hundred dollars worth of coupons one hundred fifty four thousand glasses of coke and sales continued to climb of course there was a limit to what coupons could do [Music] at the end of the 19th century there were no national media no easy way to reach every citizen of a sprawling rural country putting the idea of coca-cola in people's minds meant finding creative ways to get this message out

so beginning in the eighteen nineties asic candler's company put the Distinctive coca-cola logo on advertisements that would follow the consumer around things like calendars things like posters things that people would carry with them like notebooks and bookmarks things that would be used by the average person in the daily course of their business and by the way there was an ad for this new product and Maybe the next time they went into a soda fountain they would try this new product everything carried the name of the brand and that's what we talked about today is great

marketing that you can have your brand in front of the consumer at every point of contact and that's what coca-cola did even in 1890 today these giveaway items command thousands of dollars from collectors At the time they helped separate coca-cola from a crowd of competitors and give it an air of class the ads feature women of prominence attainment and some artsyness and that artistic quality i think has always been associated with coca-cola the beautiful script the spencerian writing which is something practiced by people who've had good schooling Everything snacks of decorum and moving slightly above

one station in life coca-cola never i think thought about cost savings they were doing all high-end production of all of their work the advertisements the illustrations when they moved into photography all of it was very high quality and they were doing high quality printing at a time when there weren't very many Choices of what they could do one-two punch of coupons and advertising giveaways did the job as early as 1897 the company's in-house magazine could claim the great american eagle that discriminating bird of freedom is passionately fond of coca-cola because coca-cola has become a national

drink still right as his company's future looked Candler found that his success was being shadowed [Music] rumors had begun to spread that coca-cola was not just a simple soda fountain beverage according to these rumors it contained cocaine even though cocaine had never been an added ingredient in coca-cola the idea that his product was perceived as harmful enraged the straight-laced Sunday school teaching candler indeed asic candler's position was clear he told the atlanta journal that he would shut the company down immediately if there were ever one single case of anyone being harmed by the drink his

final public word on the matter and by extension the companies was stated in an early pamphlet there is not one indivisible atom of cocaine in an ocean of coca-cola That is absolute and final [Music] by the end of the 19th century coca-cola was being sold in some quantity in all 46 states yet nearly all those sales came at soda fountains anyone who wanted to take a bottle of coke with them was probably out of luck and asa candler didn't see anything wrong with that one can make the argument that candler Lacked vision in the sense

that he never grasped completely the potential of the bottled market he did not go into bottling himself and had no interest in doing that [Applause] round and round bottle after bottle moving endlessly to satisfy the needs of thirsty people [Music] Everywhere [Music] refreshment on the move well this bottle for a lot of different reasons is almost the perfect commercial package now first of all it fits in the hand just perfectly and i think the genius of the design is that it feels good the embossed letters have a tactile quality to them and it all enhances

The anticipation of the drink itself so i i don't think they could have done any better of course before they created that bottle they had to figure out if it was even feasible to sell coca-cola in bottles at all part of the problem was technological if you wanted to put soda in bottles in the early 1890s your best option was known as a Hutchinson bottle the unique thing about these bottles and this is the way they bottled soft drinks at the time was the the the stopper was actually inside the bottle and it was held

in place by pressure from the soft drink and there was a wire attached to the rubber or cork insert that was pulled tight inside the opening and then when you're ready to drink it You have to take your hand and pop it and that's also where soda pop came from they would take it and make make the pop sound but then that stopper would fall back into the product so there might have been some quality issues [Music] [Applause] but it wasn't until 1899 that chattanooga tennessee businessman benjamin franklin thomas And joseph whitehead approached candler about

bottling on a wide scale and really got the idea off the ground thomas and whitehead's meeting with asa candler would become a legendary moment in coca-cola history [Music] bottles bottles yes sir bottles folks could take them home candler's response was firm he said gentlemen We have neither the money nor brains nor time to embark in the bottling business but he was happy to sell these chattanooga businessmen coca-cola syrup if they were willing to go to the trouble of getting it into bottles and ensuring its quality once it got there a contract was drawn up and

candler gave them the right to bottle coca-cola with no mention of royalties in essence he signed away the rights for nothing You know we look at that today and you say what a crazy decision why did he give that away in fact it was very wise business decision because you're going to have to go out and you're going to have to build bottling plants you're going to have to buy glass you're going to have to buy equipment you're going to have to figure out a sales and distribution system all of which was going to require

Enormous capitalization capitalization that canada didn't have at the time [Music] thomas and whitehead didn't have it either so they turned around and sold smaller territories to independent businessmen across the country by 1909 there were bottling plants in 379 american cities and towns these early bottlers were usually ambitious small town businessmen eager To get a piece of a national corporation within limits of course well frequently the franchisee the bother would say no i don't think i want that 300 mile territory i'll just have a radius of 25 miles of the courthouse square because that was the

length that you could come in and out in a day with a mule drawn a wagon those delivery wagons were soon carrying coke to customers from kentucky to Alaska and all points in between adds trumpeted the portability of coca-cola a beverage as modern as the horseless carriage or as the new bottle caps that kept the drink fresh [Applause] somehow a bottle of coca-cola fit naturally into the culture of america at the time it was an era of great public events and Entertainments amusement parks county fairs and of course baseball games [Applause] but the more coca-cola

got out into the world the more the company was plagued by a scourge that had been around almost since the very beginning imitators [Music] candler and his associates would Describe the imitators the serpents in the grass every lime colas and there'd be terra colas there was a company called coke people who would spring up and try to capitalize on the success of this new product bottles made the problem worse at the time coca-cola was being sold in generic straight-sided bottles The labels bore candler's signature as proof of their authenticity but that didn't always help these

bottles when they were sold in a retail store were kept in a barrel full of ice there really wasn't a dedicated place to sell soft drinks so the bottle was is sitting probably shoulder high in ice and these paper labels would come off so when you might be taking the bottle out of the ice it may or may not have a Label on it the only way to deal with this issue was to standardize the package to come up with a bottle and a shape that was so unique that you could tell it was a

coca-cola bottle by feeling it even in the dark a bottle that was so unique that even if you saw one shattered on the street you would be able to tell just by looking at the pieces and the shape That that was a coca-cola bottle the coca-cola company put out a call for submissions and the winning design was announced in 1916 the winning design had been created at a glass factory in terre haute indiana after an employee looked up coco in an encyclopedia mistakenly believing coco had something to do with coca-cola the bottle mimicked the shape

of the Cocoa tree's seed pod when they ran tested the bottling line the bottling line didn't hold this bottle because of the shake to take it to the bottlers we had to streamline it [Music] a bottle that was shaped somewhat like the female form a bottle that we refer today as the contour bottle which has been referred To in the past is the hobble skirt bottle by many people because again it did sort of mimic the female shape and when the root glass company produced this bottle showed it to the bottlers and patented it so

that it was protected they took out an ad that said we've bottled up the pirates of business Two bottles of coca-cola make sure it's coca-cola all them bottles look pretty much alike not now they don't [Applause] is that coca-cola yes sir and that's the brand new bottle for coca-cola the hobble skirt bottle they patented after the hobble skirt betty wares the hobble skirt bottle but in it yeah i'll take the hobble skirt i'll take betty Thank you boys by 1919 the new design was rolling through bottling plants around the country [Music] over the years that

green glass bottle designed in terre haute indiana would become the world's single most celebrated package designer raymond loewy said it had 20 cleverly concealed devices to lure and satisfy the hand andy warhol depicted it in some of his First pop art paintings and the bottle has even been celebrated in poetry [Music] heaviness and strength are its attributes and a smoothness of throat even here in its bugatti and neglected stance it sends out a jellied touch into the cellar light a cold stoning impetus towards coolness And it outlives forever the ephemeral and amber flurry of its

winking phone the million-eyed bd run of its tingling passengers [Music] the first world war was the greatest conflict the world had ever seen and it marked the start of a tough time for coke by 1917 when america entered the war the coca-cola company was the world's Largest consumer of sugar war brought ratcheting that endangered the business because some of their colorings were sugar-based the company even considered a clear coke but consumers claim they could taste the difference [Music] [Applause] and the end of the war didn't bring an end to the problem Instead it brought recession

and fluctuating sugar prices that almost killed the company [Music] these crises took their toll on asa candler the man who once had such faith in coca-cola the counters quite frankly thought that soft drinks perhaps had gone about as far as they were going to go in 1919 the candler family sold the Coca-cola company the sale price 25 million dollars the largest financial transaction in the history of the south not a bad return on candler's 2300 investment in retrospect it was probably a good time for a changing of the guard american culture was about to be

turned upside down if you think historically the roaring 20s the whole Concept of the decade is characterized by incredible movements people were on the go constantly and when you're on the go you get thirsty [Music] but what was the right drink for this fast new way of life prohibition certainly didn't help matters the alternatives to drinking in the 1920s Are not huge if you want to partake of this daring modern life the invention of mixed drinks the martini glass all of that wonderful apparatus that went with drinking then what's the alternative in a modern world

drinking lemonade is your grandma's era so what do you do in public to show that you're with it and modern and sophisticated Well i think your best alternative is probably coca-cola it was during the 1920s that coca-cola went from being popular to ubiquitous coke really then took it into the next level of saying we want to be in front of you at every possible chance you have to purchase a coca-cola if that's in the soda fountain if that's in the gas station if that's in the grocery store wherever It is we want to be there

with you because we are america we are part of your lives and we want you to be with us within an arm's reach of desire was a phrase the company used frequently then technological innovations helped make that phrase reality [Music] specially built coolers and industry first brought ice cold cokes to gas stations Serving all those new model t's cardboard carriers filled with six bottles the world's first six packs were another coca-cola invention now today that just seems so elementary but back in the 1920s soft drinks were sold one at a time and people tended to

go into grocery stores buy them one at a time because that's what you could easily hold if you produce something that allows you To take six at a time home what an incredible volume jump that creates for you in the marketplace what a wonderful idea helen to serve coca-cola at home they're selling it in cartons no cartons yeah six bottles in a little pasteboard container we buy two or three of them every week business was good in the twenties business was good and we aim to keep it good Keeping business good in the twenties was

the responsibility of the coca-cola company's new president robert woodruff he'd face the chaos of the jazz age and then some he took charge in 1923 and would control the fortunes of coca-cola for more than five decades born in 1889 woodruff had been a college dropout a day laborer a fire extinguisher salesman and Eventually the respected and ambitious vice president of a cleveland truck manufacturer he was also the boss's son his father was the chairman of the board of coca-cola yet any cries of nepotism were quickly silenced by the fact that robert woodruff knew how to

sell soda pop [Music] stories go on about him traveling Throughout the south and at every opportunity where soft drinks were sold he would stop and he would look at the bottle caps in the coolers and see how many coca-colas were sold as opposed to oranges and grapes and and other soft drink products and he would take that as a measure of how well he was doing and he was never doing well enough He's traveling through moose jaw saskatchewan one winner on the train and goes in a train station and there are people bundled up in

woolens by a stove and they're sweating and they're hot in the dead of winter it's 35 degrees below zero but they're high they're drinking the coca-cola and he looks at per capita figures and he sees that as much coke is consumed in montreal as miami and he Begins to think we can't just be a summertime drink anymore we want to sell coke around the calendar perhaps most importantly robert woodruff understood the power of his company's most priceless asset its legendary secret formula well people always ask is there a secret formula and and of course woodruff

did a lot to make sure that that was part of the american mystique i mean he said it was a secret And then went about publicizing its existence in every way that he could when he first came to the company the formula itself was being held as collateral for a loan from a new york bank once the loan was paid woodruff personally escorted the formula on the train back to atlanta accompanied by guards and great public fanfare and put it in the vault in the basement Of his family-controlled bank which is today suntrust and it's

still there the idea of the secret formula would become a source of endless speculation and interest to people around the world who was allowed to know the formula where was it actually kept was it actually even written down on these questions the company would always remain tight-lipped Yeah it is one of those things that that we won't talk about uh we don't want to make public commentary about the number of people who know the formula uh exactly where it is exactly what form it's in all those kinds of questions it really just helps keep folks

interested in in the product that's a good thing i mean on the face of it's rather an Absurdity one would think that any kind of good qualitative analysis and good chemistry could come up very clearly with what the formula was but it has added to the mystique the identification of the brand name and is one of the great success stories in the history of marketing [Music] but beyond the six packs coolers Wintertime and even the secret formula robert woodruff had one clear vision that this all-american national beverage really should be sold around the world cuba

and mexico among other countries saw the arrival of coca-cola in the early years of the century always in small quantities but woodruff was determined to take coke worldwide on the largest possible scale I think woodruff's unusual in this respect that there may have been other american businessmen who appreciated the potential of a global market but you didn't find many of them in the american south i wonder if it had the advantage of working for a truck maker up in cleveland he'd made friends with a lot of top-notch businessmen in new york He had much more

of a world view than you would commonly expected to find in atlanta or anywhere else in the south in his period and he sets in motion an organization that is designed to sell coca-cola outside the united states a huge visionary a thought that conflicted with a lot of his own board of directors people just thought this was kind of a nutty idea the real point i think to make is that if there were Those who were opposed to what he was doing that didn't really mean very much this was really a company which was driven

by this individual who was able to use the force of his will and the financial power that he had in terms of controlling the firm to take the firm in what directions he wished to do [Music] this was a task that would indeed Require a great deal of faith the problem was getting it beyond the expatriate community for years and years you could get cokes and luxury hotels on steamships post exchanges on military bases but the native populations of the world didn't know it at all england for example seemed like a natural market the english

had an affinity for soda Waters and there was no language barrier to overcome but england also had no history of iced beverages in a country without coolers and soda fountains coke was a no-go it would take two more decades and changes to the global culture to make woodruff's dream reality by the late 1920s though coke was universally available in america According to fortune magazine out of one hundred ten thousand soda fountains in the us only six didn't sell coke and americans were keeping these fountains busy [Music] [Applause] [Music] in the prosperous yet harried society of

the 1920s the idea of simply taking a break for refreshment and pleasure became more and More important [Music] with the increased pace of modernity you have to be a given place at a given time so the notion of taking a break means that you take a break from what the established order is from nine to five this was an area for personal expression a break and what better modern personal Expression indeed than this most urban of beverages coca-cola the pause that refreshes they called it starting in 1929 it was one of the most successful and

long lasting slogans in the history of the brand [Music] [Applause] [Music] just as important as the slogan were the Visuals that went with it [Music] the decades between the wars would become known as the golden age of american advertising art and the best artists of the time were working for coke showcasing not only the modern scene but an idealized america that was fast fading artists like norman rockwell and nc wyoth portrayed coke as an intrinsic Part of life in the united states past or present a constant in a changing time but the most lasting contribution

of these ads to pop culture was also the most surprising and it came at christmas the development and use of santa claus and advertising for coca-cola comes out of the fact that the winter months were not strong months for the sale of Soft drinks and for coca-cola specifically they were trying to come up with an advertising concept that would link coca-cola to the winter months and very specifically to the holidays the first ad showed a department store santa refreshing himself with a coke after his shift well that's not what the head of Advertising had in

mind so the next year in 1931 and sun bloom who created our modern dutch uncle luminous bloody cheek santa made it the real santa until then santa's had come in all shapes sizes demeanors and clothes after sunblock santa was always white-bearded red-suited jolly and fat and when he was interviewed on this subject sunblock said that uh he made Him the opposite of those depressing depression-era street corner santas that he saw around chicago who were always skinny old alcoholics standing on the street corner ringing bells and that what he wanted to do was to create an

image of happiness and abundance and so his santa was fat that too is a way of reassuring people that the american holiday Is going to continue to be one of benevolence and goodwill and abundance even in hard times [Music] the christmas of 1931 that first brought the coca-cola santa to the world was a tough one for many americans the great depression had rolled across the land there was little need for a pause in a country that seemed to have stopped dead in its tracks Yet coaxial stayed high in tough times people cling to the familiar

and coca-cola was certainly that hi there fellas hi sam proud job yet not yet well time's just tough all right yeah i'll say two bottles of coca-cola during the depression you could always call a fella and say larry meet me down for coca-cola i want to buy you a coca-cola And you'd ask you know you could always afford a 5-cent drink and that was the sign of good taste and friendship our lady luck was coca-cola stopping to have a coke helped people remember a time when they had a job to take a break from and

coca-cola advertising continued to reflect the hopes and dreams of americans hollywood stars who were letting Americans escape at their local movie theater also became reminders of how coke could help people escape too there would be other trials in the decade to come but the 1940s would see a defining moment for coca-cola by 1941 the world had divided itself into two camps one armed other unarmed On the surface life in the united states was going on as usual but in 1941 there was an undercurrent of tension in the air across america anxiety that manifested itself even

in this promotional film that the coca-cola company released that your latest year extra read all about it extra paper have you seen the latest edition i suppose you have i suppose you feel pretty much as i do About it awful isn't it the headlines i mean death destruction upheaval unrest it makes you wonder makes you wonder what the world's coming to yes sir what's the world coming to america's entry into the war put coca-cola in a curious bind gearing up for war production meant that more money was flowing and demand was rising War also brought

restrictions on vital materials that hit many businesses hard including coca-cola they had experience from the first world war where sugar had become a problem uh in terms of syrup manufacturing so that was something that they were very much concerned about there were even restrictions upon uh kind of materials we could use for advertising and kind of materials we could use for Packaging so instead of using metal for six pack carriers we were using wood many companies switched over to producing military goods car companies made jeeps clothing manufacturers made uniforms lipstick makers churned out shell casings

this sort of switchover wasn't an option for coca-cola but coke did have a major ally as the war effort went into full swing Its emotional ties to the american people especially to the men who would be fighting the war [Music] suddenly cabbies soda jerks mechanics and farmers found themselves on the battlefield thousands of miles from home living on k rations and cigarettes confronted every day with the horrors of modern war Gis were desperate for any link to the land they were fighting for for many gi's coca-cola was much more than a soft drink it was

a symbol of american life it was a symbol of what they were fighting for from the earliest days of the war letters came into the coca-cola company and its bottlers from american troops around the world if anyone asked us what we're fighting for we think half of us would answer the Right to buy coca-cola again as much as we want even a mirage cannot slack our thirst and we must fall back on those dreams of yesteryear when we moved up to the soda fountain inside contentedly cherry coke large glass plenty of ice letters like these

inspired a legendary decree credited to woodruff that every gi should be able to buy a bottle of coke for five cents no matter what it cost the company It was patriotic it was a wonderful statement and the firm did a lot to make that come true but it also was a brilliant business decision as well but there was a problem with that pledge bottled coca-cola was heavy bulky and difficult to transport arms and vital materiel had priority on supply ships there was no practical way to get cases of coke to anzio Guadalcanal or north africa

[Music] the solution was daring but simple instead of shipping bottles back and forth take bottling plants to the front lines the company would deliver entire portable factories to both theaters of the ward set them up near the troops and bottle coke right there now we've got a very risky and costly Proposition here because it's expensive to go out into the field but coke does it's easy for us in hindsight to say oh what a brilliant move that was but in fact it was a you know a dangerous economic move in in some respects because we

didn't know that the americas are going to win the war uh for all we knew we might not win the war at all experimental plants were opened in 1942 And worked allied brass who understood the importance of morale were happy to get behind the project not more so than a coke drinker named eisenhower in june 1943 this telegram came from ike's headquarters in north africa to coke headquarters in atlanta in it a tall order six million bottles of coke a month and fast filling this order was the Responsibility of long-time company engineers who served as

technical observers in army uniform but without official army rank the technical observers or to's who went out into the field they faced danger some were killed after the normandy invasion they went riding across the plains in france with these smaller field bottling units in the back of the jeeps They they helped the gi liberate europe they were there as part of the scene and these guys were working in the conditions where you know you didn't have electricity easily you didn't have a lot of raw materials to work with and you had to basically make it

up as you went along and suddenly you have the old familiar coke bottle showing up in foxholes with american gis And their emotional response to this familiar icon from home is genuine it's heartfelt it's lasting because of that we have literally hundreds of letters from gi's recounting their emotional experience of being able to have just a little bit of american life near the battlefield i can truthfully say that i haven't seen smiles spread over a bunch of boys faces as they did when they saw Coca-cola in this godforsaken place it is surprising what a little

thing like a coca-cola means to a man in the fighting over here became a fixture at stage door canteens around the world [Music] and here first lady eleanor roosevelt enjoys the pause that refreshes the soda's new worldwide presence inspired a new slogan the global high sign a tagline that Accompanied ads featuring soldiers and sailors relaxing with coca-cola and i think that they really helped settle the war effort if you look at some of those ads it's men in uniform talking about the war they didn't hide it they didn't try to avoid it at all and

oh by the way you should have a coca-cola just like the soldiers that are away from home By war zen there were 64 bottling plants in operation from egypt to iceland from iran to new guinea five billion bottles of coca-cola were sold to gi's around the world [Music] the cost of bottling near the front lines had been high keeping the price for soldiers at five cents a bottle was often a losing proposition But the investment would prove to be worth it 95 of all soft drinks sold to us troops abroad with coca-cola during the war

a survey by the american legion just after the war showed that more than 60 percent of veterans said coke was their favorite soft drink the closest runner-up got about seven percent since this had created such a powerful Link between the values they were fighting for and this product it seems inevitable that after world war ii they would choose that product above all others for most occasions and begin to introduce it into the new family life that's coming into focus as a part of the suburbanizing of america [Music] these are your neighbors people like you With

time for leisure time for modern living these people are in tune with the times [Music] in the 1950s after two decades of depression and world war america was ready to sit back relax and have a coke [Applause] it was something of a golden age for coca-cola the perfect accompaniment to an era of Good clean fire these fellows are pretty satisfied yard chores done they're taking time out for refreshment [Applause] the years of shortages penny pinching and rationing were over forgotten in a burst of confidence and prosperity why then coke was secure in its place as

america's favorite soft drink something people could agree on in all Walks of life [Music] as for the competition well nobody at the atlanta headquarters of the coca-cola company was too concerned about that in my days with the company the opposition was called quote the imitator input now i did hear someone occasionally refer to a product called picola But i never worried much about the opposition i felt like we could always overcome it but even a cultural icon can have growing pains for more than three decades you either bought a coke at a soda fountain or

in the classic green bottle six and a half ounces no more no less robert woodruff still the driving force behind coke Thought things were perfect just as they were it was consumers who changed the way coke was delivered in typical 50s fashion before the war the grocery store delivery boy would lug home a case of bottles and put it in the icebox for you now housewives were doing their own shopping and few relished the chore of handling cases of cokes well as one of woodruff's critics within The company said you're demanding that a housewife carry

home a wooden crate with 24 thick glass bottles with six and a half ounces of coke each in it it's hard for truck driver to lift that level on a housewife we're not giving the american consumer what she wants oh yeah i i've worked uh routes and i've ridden routes and you would have to Be a pretty pretty sturdy man i know i was up to baltimore and we had the baltimore colts tackle art donovan who worked out delivering coca-cola in the summers to stay in shape the answer came in there's a 1955 living in

our house it's coca-cola in the new family size bottle biggest bottle of coke you ever saw bigger bottles all carefully designed to resemble the Old familiar classic bottle sizes as one executive put it bringing out another bottle was like being unfaithful to your wife but consumers had spoken and just look at how that big family size bottle makes coke so easy to serve use that big the thing you want most in the 50s is easy so you want the supplies of coke right in your house that's a real change for coca-cola too Which has been

so much associated with the workplace and then even with the armed forces suddenly now uh it becomes something that is indispensable for the home and the message of these changes was coming to americans through a wooden box that stood in the corner of more and more living rooms every day come on in fish is the name you know i enjoy watching tv Just like you do and i know this tv's even more fun with a bottle of coke at hand there's nothing like the flavor of ice cold coca-cola in the 50s americans watching television were

largely watching themselves and the parade of goods brought to them courtesy of post-war prosperity electric kalamazoo to end you'll see how like lots of gasoline coca-cola had been on the air the radio Since 1927 yes friends it's time for another transcribed session of the co club and here's morton downing [Music] but television was really the medium i think that brought it to the forefront because it was in everybody's homes but more importantly you could see the product you could hear the product because remember they always were showing the carbonation and how Everything was fizzing out

of the glass and also see people being refreshed by the product television commercials were rare in those days instead companies would sponsor entire shows and weave their advertising into the flow of the program the adventures of ozzie and harriet was sponsored by coca-cola for several years look from now on i'll serve coca-cola And you serve the steak not on your life parties are more fun when you do the cooking here have a coke and cheer up that's the best idea yet or you would have carson or one of his sidekicks showing kids how to rope

a steer or mount a horse and after you'd gone through this speed of activity naturally you'd be thirsty and Kit carson and his sidekick would have cokes and share them with their fans boy when it comes to real refreshment there's nothing like an ice cold coke [Music] everybody's happy when you bring home the coke commercials 30 or 60 second spots also came along in the 1950s and their themes were as varied as could be imagined animation 50 million There's nothing [Music] hi there i'm anita brian we're having a few friends over this evening and i'm

just making sure we'll have enough coca-cola on hand no substitute for the special effects [Music] [Applause] [Music] coca-cola even the bubbles taste better there's no Substitute and just plain old-fashioned americana i work in a factory and when i take a break i cool off with a coat i don't work at all i just stay home and enjoy coke all the time coca-cola put you at your spa bring home the coke the best love sparkling drink these commercials showcased code for what it had always been a pleasant accompaniment to daily life And the life shown in

these ads was one of leisure relaxation and comfort and you say oh yeah that's me that's the way i serve coca-cola or that's the way i want to serve coca-cola or that's what i like to be doing i like to have coca-cola when i'm on the boat or at the pool or whatever many americans watching these ads were able to identify with this standard of living For the very first time in their lives and around the world people were turning to that way of life and hoping to emulate it in their own way it was

a unique historical moment one that would help coca-cola move once and for all from an american drink to a global one [Music] if you ever go down trinidad they make you feel so very glad Calypso sing and make a prime guarantee you won real good fine time drinking [Music] [Applause] [Music] starting in the late 1940s a site that was commonplace on the streets of america was becoming just as common around the world the familiar red coca-cola logo history was on the company's side The period from the end of world war ii up through the 1960s

and maybe even into the 70s is sometimes referred to as the pax americana the american peace it was a period that uh included the early formation and development of the cold war but also was a period when american commercial and economic dominance was at its highest apogee in the years after the war cities across europe and asia lay in ruins Developed economies had been shattered shortages rationing and belt tightening persisted well into the nineteen fifties in countries from england to japan but america had survived the war unscathed the standard of living in the united states

exerted a unique magic to those still struggling to rebuild their own worlds i think in a situation of extreme Deprivation coca-cola would mean the same thing perhaps that packages of gum meant to little children who were given them by gis and that is some exotic wonderful unimaginable treat that has practically fallen from the sky it was within this environment that the coca-cola company really was stretching its international legs and indeed because of the unique Identification of its trademark became known as a leading american firm and a firm which also was uniquely american and the massive

effort to get coca-cola to front-line troops in world war ii finally helped the company gain a foothold around the world first of all it introduced coca-cola to the civilian populations in a lot of those areas the troops were the major beneficiaries But some of the civilians got it too and they enjoyed it secondly as they moved through these various areas contacts were made with various government officials and so in the post-war period of time there were entree points that hadn't existed previously so you could begin discussions with people about establishing more permanent botany facilities in

the post-war period Of time so it just wasn't okay you know we were there now we're gonna build bonding plan you were there as a guest and a citizen if you will of those countries and a lot of relationships were formed during that war time period that results in business relationships in the post-war period the progress achieved by the Coca-cola industry since the founding of its first italian plant has been tremendous today coca-cola is to be found everywhere in the largest and smallest towns at every time and in any season bottling plant openings like this

one in india became full-scale celebrations [Applause] and not only was coke available it was Selling and fast [Music] it may have been aspirational for some of these folks american lifestyle was widely regarded as being something that that people you know like to emulate and to have the number one soft drink product in their markets that was a good thing it gives you a sort of american vacation like going to the movies gives you It brought with it the effervescence of american society in the effervescence of its drink one reflection of that american society came in

the advertising used in those days which often came directly from the united states [Music] and early on they did use advertising it was pretty generic what we called pattern advertising So the same image of a pretty girl drinking coke might be used almost universally the only thing that might change would be the language just as coca-cola had crept into popular culture in america it began to do the same around the world in brazil people started calling buses coca-cola's because the fare was about the same as the cost of a coke A young tokyo waitress described

her feeling about the drink by saying it has the sweet and bitter taste of first love [Music] truly an american custom that has become a world custom everywhere in the world there is the need to pause and go refreshed there's nothing that prevents people from having coca-cola there's nothing About it that's in conflict with you know religious beliefs you know with uh with dietary requirements any of those sorts of things the only place which coke is not enjoyed is where politics is entered into the fray in the same way that americans had made coca-cola their

drink people in countries worldwide now made Coke their own as well [Music] foreign [Music] [Music] is [Music] it's an american brand and the westernization is a very big part of that but it's the relationship that they're building they somehow See themselves in the coca-cola advertisements they want to be like the people in the coca-cola advertisements they want to be refreshed by the drink there is this kind of mystique if you will about the brand that transcends everything time magazine described the beverages global reach this way it is simpler sharper evidence than the Marshall plan or

a voice of america broadcast that the us has gone out into the world to stay i'm paul austin we have just concluded a brief review of the past it was a stimulating and rewarding experience to see the growth of coca-cola over the years but today we're concerned about present and future we will have plans to show you later on Which will indicate to you that our future is going to be more rewarding and stimulating by far than has been our past rewarding and stimulating indeed in the tumult of the 1960s and 1970s it seemed like

anything was possible good or bad [Music] but coca-cola was as much a part of these times As it had been in the placid 50s and this changing culture was still reflected in ads for coke taken together the way coca-cola was advertised during the 60s and 70s is a snapshot of how america viewed these bewildering years once upon a time it was 1960. [Music] at first the 60s looked an awful lot like the 50s [Music] As the decade began coke was reaching out to american youth by sponsoring films about sports or other youthful activities always making

sure to show that coke was the perfect accompaniment to teenage fun another example of consideration someone remembers that chaperones like refreshments too but youth and times were changing coke's great success in becoming the beloved drink of the american gi meant That it was the drink of my parents generation the generation that what fought world war ii and you look at some of uh koch's advertising in the 50s and 60s and it was woefully out of step with this new allegedly hip generation that was coming along [Music] the first step coca-cola took toward This new generation

was a jingle first recorded by a folk group called the limelighters in 1963. life is much more fun when you're refreshed and coke refreshes you best it was just going to be a demo for the coca-cola company and had some flat notes in it some place we had to spice together two or three days but it was enough to take down there They loved it i said fine i'll give you some real money and we'll do your real sick jingle the minute the line writers knew they were going to be working for coca-cola and make

all this money they never sung it right again we went on the air for years with the demo with that demo it's the refreshing s food but it was had something about it that Um they had a present they jumped out at you yeah it had a pretty certain present that it just jumped out at you [Music] if things go better with coke and we took it around the world it translated to almost every language [Music] people like the supremes and roy orbison and petula clark Aretha franklin all saying the jingle for coca-cola what you

see is advertising for coca-cola being very reflective of a new music and there's coke just a natural part of this new phenomenon they did sound like the records they didn't sound like jingles they were not jingles you know uh we were doing many songs that were that were 60 30 and 90 seconds Yeah they had some 90s in those in the radio and they came out and we produced them exactly like the recordings or were being done we used a lot of the same musicians and arrangers and the same studios so it wasn't like madison

avenue jingle house music and they loved the idea of it it's so nice to leave the show cool my throat have a cold Don't you know because things go better with coke by 1969 cultural change was coming fast and furious too fast for many and this was a time of turmoil when everyone was questioning everything the government its intentions your parents your friends you know everything that was stable at one time you were requesting that People were searching for stability and they were looking for something real [Applause] the real thing was when i took it

down the cocoa company it was going to be an interim campaign then we're going to go back to things go better with coke i thought it was time to because i told people atlanta represent coco's calling card we are the first for real legitimate Everything else is an imitator if you want to buy imitators fine that's up to you you save a few pennies but um we're the real thing and i said we'll run it for a year they would go back to things better with coke but we just never did and the best love

variation on this theme came from an observation of coke in the real world in early 1971 a jet load of passengers was fogged in at an irish airport Among them songwriter bill backer headed to a london recording session for coca-cola everybody got off hating each other you know the different races different colors different creeds and we sat around this little tiny airport and i just watched how people began to get together over coca-cola and coffee but they would sit and talk and talk and by the time two days later the plane took off People got

on you know helping each other up and all and while i was just sitting there i just thought that one line i'd like to buy the world of coke and keep it company after two days the plane full of now friendly passengers headed for london where backer pitched his idea to his writing partners roger cook roger greenaway and billy davis I can remember my first reaction was yeah i know we're selling coca-cola but their song was originally supposed to be a radio spot but it was the television version that became legendary [Music] these never before

seen outtakes show the first attempt at filming that spot on a hillside in italy [Music] rain and other delays kept hundreds of Extras waiting and they began to get unruly and we had to held a cup a helicopter scheduled to come at a certain time and couldn't get them in any type of order this couldn't get them to get in any type of order so the director decided well we're going to shoot him this is going gonna be a casual hillside okay we're gonna shoot these kids on the other side [Music] well they were hard

and angry and all of a sudden a couple of young men started running down the hill harvey and i were like no no no go back go go please go back you know all of a sudden it dawned on me anyway i know what harvard was thinking maybe they'd come in and get us you know they vamped it down the hill some of Them were falling all over the place unfortunately no one got seriously hurt we did end up calling ambulances and so forth but it was it was a fight and but my understanding is

they couldn't use [Music] with a different group of multicultural young people who had to be taught to lip sync in english We built a pedestal about oh maybe about 10 feet high and i climbed up on top of it and directed them and mouthed the words we had big uh cards cue cards and they were all looking at me that's why they all seem to be so focused on the commercial they look at me and i was directing them and mouthing and they were looking at the cue cards and you were playing it too yeah

yeah we had that because they played the Speakers uh place so they could hear the music as well i'd like to buy the world a home and furnish it with love grow apple trees and hurry so white turtle doves i like to teach within days letters began to pour into the coca-cola company's headquarters in atlanta letters from people who wanted copies of the lyrics Who wanted to know when they would be able to see it again who just wanted to thank the coca-cola company for putting out such a positive message in such a tumultuous time

some of them weren't even coke drinkers 1971 you know it's just a little bit isn't it like woodstock only a nice woodstock that is it's jillions of young people on a hillside But they're in perfect harmony they aren't singing anti-war songs uh they're not wallowing in the mud they're not pulling their clothes off there's something sort of wishful and wonderful about real it today eventually not one but two versions of the jingle became hit Singles with no mention of coca-cola it suggests that we as a human race do have common threats we can get along

uh and and we can be one but that kind of optimism faded quickly as the spirit of the sixties gave way to the seventies therefore i shall resign the presidency effective at noon tomorrow [Music] the erosion of our confidence in the future Is threatening to destroy the social and the political fabric of america gas lines inflation and national malaise maybe people needed to pause and refresh more than ever [Music] as you look back to the history of songs it's when america is the most down that you see the need for upbeat songs pack up your

probably orchid bag america Was it happy daisy here again america was down he said look at all things you gotta look at we got the world's greatest music most beautiful scenery and the world's best soft drink it was as simple as that look up [Music] you need any help i just want you to know of course some coke ads managed to exert an emotional Pull even when they had nothing to do with contemporary events want my coke it's okay you can have it no no really you can have it of course me joe greene uh

one of the most popular football players of the of the decade um and it's pairing him up with this little little kid just wishing him well after a bad game It really struck a chord but that ad was transformed all over the world in the different cultures and different local communities had soccer players or lacrosse players in the same circumstances hey kid catch and that's that's how they all end again it's all focused about seeing yourself in that ad kind of tapping you on the shoulder and saying hey here we are do you want to

be A part of this and the consumer hopefully jumps in and says you bet i'll drink the coke but america's emotional ties to coca-cola would be strained as never before during eighty fateful days in nineteen eighty five what was happening in the mid eighties was the market for sugar cola was a declining Market and so folks for the first time began to question whether or not people had actually become tired of the taste of coca-cola had we finally reached a point a century after its introduction that you know maybe folks are just tired of this

flavor coca-cola company's research and development staff went to work on that Question and came up with a surprising answer they managed to create a new cola flavor that won taste tests hands down against not only the competition but the original formula for coca-cola making a change seemed logical well it's very dangerous to mix logic and and uh and soft drinks together and uh i've always believed in an underlying theme about coke That that the company and its product do well when the focus is on what coke is in and anytime you have this pleasant soft

drink presented as part of the social fabric coke date a break at work whatever it might be that works well for coke when the focus turns to what's in coke to its ingredients it's always trouble when you change the Formula you attack something that has an awful lot of built up mystique with the american people but in the mid 80s those people seem to want something new the fateful decision was made late in 1984 press ahead with a top secret program to launch a new coke it wasn't something that was talked about It had code

names secret meetings late night phone calls all building up to the introduction of what we believe was the best soft drink on earth new coca-cola the company's new york ad agency had its employees work their regular shifts then put in after hours work at a separate office to make sure no one knew about the change people working on commercials for the New flavor were told it was just a new packaging design [Music] even the bottlers weren't let in on the secret until the day before the official public announcement [Music] the big day april 23 1985

a day all coke drinkers would long remember the coca-cola company ceo roberto gazueta Broke the news at a new york city press conference the best soft drink coca-cola is now going to be even better simply stated we have a new formula for coke then came the questions from the press i mean are you 100 certain that this won't bomb this new formula i think as i said i think this is the surest move ever Because the consumer made it we didn't new coke was launched in a confident blaze of publicity but public reaction was immediate

and negative all the taste tests said people preferred the taste of this new product to the century old product what they hadn't factored in was the huge emotional attachment there was to this brand one of the things they say Is they were only looking at getting people who didn't currently drink coca-cola to come to coca-cola with a change of taste that perhaps they maybe didn't focus on the loyal drinkers and what it was going to mean to them but it wasn't the taste of new coke that people didn't like it was the idea of it

of changing a constant like coca-cola By mid-may the coca-cola company's atlanta headquarters had hired extra operators to handle the 5000 angry calls coming in each day by june they were handling 8 000 a day just like the soldiers in world war ii wrote these love letters about the brand the american people were astounded that we would change the formula for a product that had been part of their lives for almost a century at the time it was Introduced and they told us no uncertain terms that we shouldn't do that we didn't have the right to

change the formula of their product and many of them weren't coca-cola drinkers they're just american citizens who believe that something fundamental that's a part of their society has come under attack so you can never get away from the psychology of code And that's where they made their fundamental mistake as far as i'm concerned by july the company had decided that enough was enough and held another press conference the news about the introduction of coca-cola classic ran on the dow jones wire at 3 18 p.m yesterday i'm don keogh president of the coca-cola company when we

brought you the new Taste of coke we knew that millions would prefer it and millions do and we knew that it would beat the taste of our major competitor and it does what we didn't know was how many thousands of you would phone and write asking us to bring back the classic taste of original coca-cola well we read and we listened and you know the rest well you know there are a handful of Conspiracy theorists who think new coke was a deliberate marketing ploy to rekindle this sense of allegiance to the company i don't believe

that i've always believed that what don kio then the president of the company said was true he said some critics will say coca-cola has made a marketing mistake and some cynics say that we planned the whole thing The truth is we're not that dumb and we're not that smart i think the lesson learned from new coke was that coca-cola as a brand was not owned by the coca-cola company it was a brand that the american people claim ownership of the american people believe that something important in their lives that was part of the fabric of

society that was like a second american flag had been taken away from I think that coke can do best by realizing that this brand of theirs is a part of who we are as people looking back the company could say that new coke had been a blessing in disguise [Music] it taught once and for all that there is an intangible link between the taste of coke and the lives of its consumers [Music] the continued overseas success of coca-cola in the years since then only proves the point at every symbolic moment of the last two decades

it seems that coke has been there [Music] the fall of soviet communism and for millions in the former eastern bloc countries their first taste of coca-cola [Music] Space shuttles and space stations where coke became the first soda in orbit scenes in the persian gulf that seemed to echo the second world war the coca-cola company likes to convey its success in amazing statistics numbers that pr people used to call g wizards if all the coca-cola ever made were put into a six foot deep swimming pool the pool would be more than 25 miles long And hold

643 million people if it were to erupt from old faithful it would flow for more than 1979 years if it were put into eight ounce bottles it would make a four-lane highway encircling the world 96 times sold in nearly 200 countries more than one billion drinks per day the numbers roll on and on but numbers only hint at what coca-cola has really come to stand for John pemberton created it asa candler believed it could become america's drink robert woodruff saw how it could become successful around the world thousands of americans reacted with genuine emotion when

the company tried to change it it's become a link to the past that looks toward the future and especially in today's environment where everything seems to be changing on Them all of a sudden you can still have a coke and you know exactly how that's going to taste and you know exactly where you can get it and it's going to refresh you the same as it did whether it was 10 days ago or 10 years ago certainly to andy warhol the best thing about coke was that yours was just like elizabeth taylor's And that all

cokes are alike there is a democracy about this drink and it it's also quite different from let's say a rare vintage wine that you have to be extremely rich to own it's different from something that's only available in a given region because it's global and it's going to be the same everywhere and all you have to do is be in a Foreign country and see a coke sign a country where you didn't speak the language and didn't know anyone and you saw a coca-cola sign or the a store that sold coca-cola you felt better instantly

it's what you want it to be and you and i can talk and pause over a coke and it's something that's universal let's have a coke We've talked about the fact that on a daily basis people have to consume about 64 ounces of liquid and that on a global basis we represent about an ounce of that so there's a lot of growth still ahead of us and you know our belief just like the belief of robert woodruff is that if you provide proper distribution You provide the proper motivation people will drink coconut things go better

with coca-cola things go better with coke life is much more fun when you're refreshed and go professes you best it's the refreshiness you're getting thirsty very thirsty you and your thirst now go to the store get lots of Coca-cola quench your thirst disregard all other soft drink advertising and drink only coca-cola oh it's coca-cola now this is dottie hanson who's this donya williams from mission high school yeah you want to know what to serve at your graduation party oh that's easy donnie are you watching high time right now You are okay hang up and i'll

show you well now if you're having a graduation party or maybe a senior picnic or a farewell party and you're looking for the really really right thing to serve this is it coca-cola in the new family size because this is the same delicious coca-cola that we've all enjoyed for years only there's lots more of it It has the same quality it has the same bright bracing flavor and it comes in a beautiful bottle that you can be proud to serve on any table formal or informal you know i think you young hostesses are just like

your mothers you appreciate quality well almost everyone appreciates the best and the best is coca-cola you