The Coke Machine (45 page)

Read The Coke Machine Online

Authors: Michael Blanding

BOOK: The Coke Machine
8.56Mb size Format: txt, pdf, ePub
Page 38 spent more than $70 . . . earning less than $50:
Pendergrast, 31, 475; Allen, 29.
Page 38 Coke’s Spencerian script . . . advertising accrual:
Watters, 50.
Page 38 advertising budget had swollen to more than $11,000:
Louis and Yazijian, 23.
Page 38 Coke’s very first ad:
Atlanta Journal
, May 26, 1886.
Page 39 touting the drink as refreshment and “nerve tonic”:
Pendergrast, 30; Allen, 36.
Page 39 “satisfies the thirsty”:
Louis and Yazijian, 95.
Page 39 Alfred Lasker . . . “We Do the Rest”:
Fox, 50.
Page 39 “Instead of advertising to one man”:
Robinson testimony,
Rucker
, 86.
Page 39 total of $29,500 . . . almost entirely removed:
Allen, 43-45.
Page 39 E. W. Kemble and especially Samuel Hopkins Adams:
Young, 215-217.
Page 40 procession of smiling, fancily dressed Victorian women:
Dietz, 50; Goodrum, 90.
Page 40 convulsive demographic changes:
Mady Schutzman,
The Real Thing: Performance, Hysteria, & Advertising
(Hanover, NH, and London: Wesleyan University Press, 1999), 36.
Page 40 “evidence of leisure”:
Thorstein Veblen,
The Theory of the Leisure Class
(Amherst, NY: Prometheus, 1998 [orig. pub. 1899]), 265, 171; see also Rob Walker,
Buying In: The Secret Dialogue Between What We Buy and Who We Are
, (New York: Random House, 2008), 64-65.
Page 40 “The President drinks Coke”:
Paul Richard, “Andy Warhol, the Ghostly Icon: At the N.Y. Show, Summoning Images of the Pop Legend,”
Washington Post
, February 6, 1989.
Page 40 “the effect of modern advertising”:
Fox, 70.
Page 41 subconscious desires:
Turner, 146.
Page 41 especially adopted by makers of luxury items:
Sivulka, 117.
Page 41 took over advertising from the older Frank Robinson:
Candler,
Asa Griggs Candler
, 139.
Page 41 Dobbs dumped Massengale . . . baseball legend Ty Cobb:
Dietz, 50-52.
Page 41 circuses, cigarettes . . . soft drink companies . . . “Interestingly enough”:
Tom Reichert,
The Erotic History of Advertising
(Amherst, NY: Prometheus Books, 2003), 29, 46, 88.
Page 42 One 1910 ad . . . no “hint of impurity”:
Watters, 218.
Page 42 “clean, truthful, honest publicity”:
Allen, 79.
Page 42 “claiming nothing for Coca-Cola”:
Watters, 98.
Page 42 half a million dollars a year:
Watters, 98.
Page 42 more than $750,000:
Dietz, 52.
Page 42 “best advertised article in America”:
Graham and Roberts, 62.
Page 42 spent $1.4 million . . . just one year:
Dietz, 55.
Page 43 Coke’s sales declined:
Pendergrast, 128.
Page 43 frequent trips to Washington . . . limited syrup producers:
Allen, 89.
Page 43 “Making a Soldier of Sugar”:
Martin Shartar and Norman Shavin,
The Wonderful World of Coca-Cola
(Atlanta: Perry Communications, 1978), 39.
Page 43 “Lobby furiously behind the scenes”:
Allen, 89.
Page 43 “the very joy of living to Our Boys”:
Sivulka, 134.
Page 44 A lackluster student . . . manual laborer:
Charles Elliott,
“Mr. Anonymous”: Robert W. Woodruff of Coca-Cola
(Atlanta: Cherokee, 1982), 87-91.
Page 44 born salesman:
Elliott, 93-96.
Page 44 By 1922, he was:
Elliott, 97.
Page 44 Ernest Woodruff both resented and admired:
Allen, 154.
Page 44 established itself as
the
national brand:
Tedlow, 55; Kahn, 123.
Page 44 “The chief economic problem” . . . anxieties of
not
owning:
Fox, 94-95.
Page 45 brief attempt to increase rural sales:
Dietz, 44; Waters, 149.
Page 45 “within an arm’s reach of desire”:
Allen, 158.
Page 45 newspaper reporter in North Carolina:
Watters, 147.
Page 45 “A man who can see life”:
Dietz, 101-102.
Page 45 writing the entire Coca-Cola campaign:
Dietz, 104.
Page 45 some of the best artists of the day:
Pendergrast, 160.
Page 45 most memorable slogans:
Louis and Yazijian, 44; Gyvel Young-Witzel and Michael Karl Witzel,
The Sparkling History of Coca-Cola
(Stillwater, MN: Voyageur Press, 2002), 95.
Page 46 Woodruff created a Statistical Department:
Pendergrast, 161-163.
Page 46 “Salesmen should keep calling”. . . “We can count”:
Tedlow, 33-35.
Page 46 quadrupling from $40 to $160:
Allen, 176.
Page 47 $4 million . . . a cool million:
Allen, 177.
Page 47 celebrity endorsements:
Pendergrast, 175.
Page 47 an extra $1 million:
Allen, 204.
Page 47 top twenty-five advertisers:
Tedlow, 86.
Page 47 gradually following the lead:
Barbara Fahs Charles and Robert Staples,
Dream of Santa: Haddon Sundblom’s Vision
(Washington, DC: Staples & Charles, 1992), 14.
Page 47 children leaving a Coke:
V. Dennis Wrynn,
Coke Goes to War
(Missoula, MT: Pictorial Histories, 1996), 23.
Page 48 Profits of $14 million . . . $29 million:
The Coca-Cola Company Annual Reports 1934 and 1939.
Page 48 “the essence of capitalism”:
Robert Woodruff, interview by E. J. Kahn, 1.
Page 48 personally transferred it by train:
Dietz, 97.
Page 48 “Robert Woodruff could still look”:
Louis and Yazijian, 45.
Page 48 a backlash against the greed of corporations:
Beatty, 263-272.
Page 48 he up and moved to Wilmington:
Wells, 115.
Page 48 available everywhere . . . available for a nickel:
Louis and Yazijian, 56.
Page 48 “The opening of foreign markets is a costly undertaking”:
The Coca-Cola Company, Annual Report, 1928, 63.
Page 49 “His reward was a bottle of Coca-Cola”:
Camilia Ascher Restrepo, “War in the Times of Coke,” Cokeheads: Exploring the New World of Coke, group project of English 752: Historical Tourism, Emory University (2008).
Page 49 twenty-four-page pamphlet . . . “A nation at war”:
The Coca-Cola Company, “Importance of the Rest-Pause in Maximum War Effort” (1942).
Page 49 One of Coke’s own . . . offered an exemption:
Pendergrast, 196-197.
Page 50 reportedly had been in talks with the government:
Louis and Yazijian, 67.
Page 50 order signed by General George C. Marshall . . . North Africa campaign:
Pendergrast, 198-201; Allen, 255.
Page 50 “You don’t fuck with Coca-Cola!”:
Howard Fast,
Being Red
(Boston: Houghton Mifflin, 1990), 10.
Page 50 “If anyone were to ask us”:
Pendergrast, 206.
Page 50 “To my mind, I am”:
Kahn, 12.
Page 50 full-color ads:
Wrynn, 37-78.
Page 50 One ad in 1946 . . . A sign at Coke’s own:
Louis and Yazijian, 78.
Page 51 Ray Powers . . . ending “Heil Hitler”:
Pendergrast, 214.
Page 51 Max Keith . . . mustache:
Pendergrast, 217-219.
Page 51 Nazi Youth rallies . . . bottler conventions:
Pendergrast, 220-221.
Page 51 Keith wangled an appointment . . . Nazi general:
Pendergrast, 221-223.
Page 51 Coca-Cola investigators . . . modest amount of profit:
Allen, 264.
Page 52 sixty-three overseas bottling plants, financed for $5.5 million:
Allen, 265.
Page 52 just 20 percent of one year’s net profits:
The Coca-Cola Company, Annual Report, 1945.
Page 52 In 1950,
Time
magazine:
Time
, May 15, 1950.
Page 52 shifting from D’Arcy to a new agency:
Dietz, 167; Sivulka, 265.
Page 52 the company was unexpectedly rudderless:
Allen, 297.
Page 52 falling flat in the messier conflict with Korea:
Watters, 224.
Page 53 Madison Avenue again turned . . . attribute that sets a product apart:
Mark Tungate,
Ad Land: A Global History of Advertising
(London: Kogan Page, 2007), 44.
Page 53 North Carolina pharmacist . . . stomachache:
Milward W. Martin,
Twelve Full Ounces: The Story of Pepsi-Cola
(New York: Holt, Rinehart and Winston, 1962), 5-7.
Page 53 three hundred bottlers in twenty-four states:
Martin, 28-31.
Page 53 spike in sugar prices all but put it out of business:
Martin, 33-45.
Page 53 The company probably would have died . . . $50,000 in 1933:
Pendergrast, 188-190.
Page 53 12-ounce beer bottles . . . $4 million in 1938:
Martin, 60-61.
Page 53 infectious jingle:
Martin, 103-104.
Page 54 went straight to the government . . . any company could use:
Allen, 243-244.
Page 54 Coke sued for peace:
Allen, 191-192.
Page 54 “Stay young and fair” . . . $14 million by 1955:
Martin, 133.
Page 54 Coke’s market share began slipping . . . “Coke can hardly”:
Pendergrast, 256.
Page 54 “For those who think young”:
Sivulka, 261.
Page 54 In 1956 . . . $53 million a year:
Vance Packard,
The Hidden Persuaders
(New York: Simon & Schuster, 1953), 95.
Page 55 surveying customers in all of 1.6 million retail outlets:
Kahn, 153.
Page 55 newfangled approach of “motivational research”:
Packard, 23, 215.
Page 55 Maidenform . . . exploited:
Sivulka, 267.
Page 55 “possible symbolic mistress”:
Packard, 82.
Page 55 “The greater the similarity”:
Packard, 17.
Page 55 Vance Packard exposed the “depth boys”:
Packard, 24-25.
Page 55 researcher named James Vicary . . . made the whole thing up:
August Bullock,
The Secret Sales Pitch: An Overview of Subliminal Advertising
(San Jose, CA: Norwich, 2004), 8-10; Stuart Rogers, “How a Publicity Blitz Created the Myth of Subliminal Advertising,”
Public Relations Quarterly
37, no. 4 (Winter 1992/1993), 12-17.
Page 55 Advertisers further denounced:
Max Sutherland and Alice K. Sylvester,
Advertising and the Mind of the Consumer: What Works, What Doesn’t, and Why
(St. Leonard’s, Australia: Allen & Unwin, 2000 [orig. pub. 1993]), 35.
Page 56 “You’d have to be an idiot” . . . “it’s precisely because we don’t”:
Rob Walker,
Buying In: The Secret Dialogue Between What We Buy and Who We Are
(New York: Random House, 2008), 111, 68.
Page 56 Coke redoubled its efforts . . . to fill in the blank:
Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234.
Page 56 both companies had an advertising style:
Pendergrast, 274.
Page 56 Between 1954 and 1964 . . . 227 in 1964:
Allen, 322.
Page 56 got over its single-product fetish:
Allen, 330; Pendergrast, 272, 277-278.
Page 57 confronted the changing reality of America:
Fox, 272.
Page 57 company stayed on the sidelines:
Pendergrast, 266; Louis and Yazijian, 87.
Page 57 “I’ve heard the phrase”:
Kahn, 158.
Page 57 Woodruff personally risked . . . company dragged its feet:
Allen, 338-339; Pendergrast, 280-282.
Page 57 no soldier made of sugar in Danang:
Allen, 349; Pendergrast, 286-287.
Page 57 Pepsi filled the gap:
Pendergrast, 288.
Page 57 reached into the World War II archive to pull out:
Pendergrast, 288.
Page 57 campaign protesting the deplorable conditions:
Pendergrast, 293-295.
Page 58 effectively ended union representation:
Jerry Jackson, “Grove Sale Deals Blow to Labor: Coca-Cola Transaction Cancels State’s Only Field Worker Contract,”
Orlando Sentinel
, February 14, 1994.
Page 58 company launched new initiatives:
Pendergrast, 291, 296; Allen, 356.
Page 58 plane was fogged in . . . “a tiny bit of commonality”:
Coca-Cola Heritage, “‘I’d Like to Buy the World a Coke’—The Hilltop Story,”
http://www.thecoca-colacompany.com/heritage/cokelore_hilltop.html
.
Page 58 the shoot was a nightmare:
Pendergrast, 300.
Page 58 “sure-fire form of subliminal advertising”:
“Have a Coke, World,”
Newsweek
, January 3, 1972.
Page 58 “Look Up, America!”:
Pendergrast, 305-306.
Page 58 sales of soft drinks continued to soar:
William Moore and Peter Buzzanell,
Trends in U.S. Soft Drink Consumption. Demand Implications for Low-Calorie and Other Sweeteners, Sugar and Sweeteners: Situation and Outlook Report
. U.S. Department of Agriculture, Economic Research Service, September 1991.
Page 59 “At Pepsi, we
like
the Cola Wars”:
Tedlow, 104.
Page 59 new regional manager decided . . . liked Pepsi better:
Thomas Oliver,
The Real Coke, the Real Story
(New York: Penguin, 1987), 49-53.
Page 59 The campaign doubled market share:
Oliver,
The Real Coke, the Real Story
, 56-58.

Other books

Spooky Buddies Junior Novel by Disney Book Group
Doves Migration by Linda Daly
She's Got It Bad by Sarah Mayberry
Hostage by Geoffrey Household
Wicked Appetite by Janet Evanovich
Forbidden Drink by Nicola Claire