The Coke Machine (45 page)
Authors: Michael Blanding
Page 38 spent more than $70 . . . earning less than $50:
Pendergrast, 31, 475; Allen, 29.
Pendergrast, 31, 475; Allen, 29.
Page 38 Coke’s Spencerian script . . . advertising accrual:
Watters, 50.
Watters, 50.
Page 38 advertising budget had swollen to more than $11,000:
Louis and Yazijian, 23.
Louis and Yazijian, 23.
Page 38 Coke’s very first ad:
Atlanta Journal
, May 26, 1886.
Atlanta Journal
, May 26, 1886.
Page 39 touting the drink as refreshment and “nerve tonic”:
Pendergrast, 30; Allen, 36.
Pendergrast, 30; Allen, 36.
Page 39 “satisfies the thirsty”:
Louis and Yazijian, 95.
Louis and Yazijian, 95.
Page 39 Alfred Lasker . . . “We Do the Rest”:
Fox, 50.
Fox, 50.
Page 39 “Instead of advertising to one man”:
Robinson testimony,
Rucker
, 86.
Robinson testimony,
Rucker
, 86.
Page 39 total of $29,500 . . . almost entirely removed:
Allen, 43-45.
Allen, 43-45.
Page 39 E. W. Kemble and especially Samuel Hopkins Adams:
Young, 215-217.
Young, 215-217.
Page 40 procession of smiling, fancily dressed Victorian women:
Dietz, 50; Goodrum, 90.
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.
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.
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.
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.
Fox, 70.
Page 41 subconscious desires:
Turner, 146.
Turner, 146.
Page 41 especially adopted by makers of luxury items:
Sivulka, 117.
Sivulka, 117.
Page 41 took over advertising from the older Frank Robinson:
Candler,
Asa Griggs Candler
, 139.
Candler,
Asa Griggs Candler
, 139.
Page 41 Dobbs dumped Massengale . . . baseball legend Ty Cobb:
Dietz, 50-52.
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.
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.
Watters, 218.
Page 42 “clean, truthful, honest publicity”:
Allen, 79.
Allen, 79.
Page 42 “claiming nothing for Coca-Cola”:
Watters, 98.
Watters, 98.
Page 42 half a million dollars a year:
Watters, 98.
Watters, 98.
Page 42 more than $750,000:
Dietz, 52.
Dietz, 52.
Page 42 “best advertised article in America”:
Graham and Roberts, 62.
Graham and Roberts, 62.
Page 42 spent $1.4 million . . . just one year:
Dietz, 55.
Dietz, 55.
Page 43 Coke’s sales declined:
Pendergrast, 128.
Pendergrast, 128.
Page 43 frequent trips to Washington . . . limited syrup producers:
Allen, 89.
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.
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.
Allen, 89.
Page 43 “the very joy of living to Our Boys”:
Sivulka, 134.
Sivulka, 134.
Page 44 A lackluster student . . . manual laborer:
Charles Elliott,
“Mr. Anonymous”: Robert W. Woodruff of Coca-Cola
(Atlanta: Cherokee, 1982), 87-91.
Charles Elliott,
“Mr. Anonymous”: Robert W. Woodruff of Coca-Cola
(Atlanta: Cherokee, 1982), 87-91.
Page 44 born salesman:
Elliott, 93-96.
Elliott, 93-96.
Page 44 By 1922, he was:
Elliott, 97.
Elliott, 97.
Page 44 Ernest Woodruff both resented and admired:
Allen, 154.
Allen, 154.
Page 44 established itself as
the
national brand:
Tedlow, 55; Kahn, 123.
the
national brand:
Tedlow, 55; Kahn, 123.
Page 44 “The chief economic problem” . . . anxieties of
not
owning:
Fox, 94-95.
not
owning:
Fox, 94-95.
Page 45 brief attempt to increase rural sales:
Dietz, 44; Waters, 149.
Dietz, 44; Waters, 149.
Page 45 “within an arm’s reach of desire”:
Allen, 158.
Allen, 158.
Page 45 newspaper reporter in North Carolina:
Watters, 147.
Watters, 147.
Page 45 “A man who can see life”:
Dietz, 101-102.
Dietz, 101-102.
Page 45 writing the entire Coca-Cola campaign:
Dietz, 104.
Dietz, 104.
Page 45 some of the best artists of the day:
Pendergrast, 160.
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.
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.
Pendergrast, 161-163.
Page 46 “Salesmen should keep calling”. . . “We can count”:
Tedlow, 33-35.
Tedlow, 33-35.
Page 46 quadrupling from $40 to $160:
Allen, 176.
Allen, 176.
Page 47 $4 million . . . a cool million:
Allen, 177.
Allen, 177.
Page 47 celebrity endorsements:
Pendergrast, 175.
Pendergrast, 175.
Page 47 an extra $1 million:
Allen, 204.
Allen, 204.
Page 47 top twenty-five advertisers:
Tedlow, 86.
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.
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.
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.
The Coca-Cola Company Annual Reports 1934 and 1939.
Page 48 “the essence of capitalism”:
Robert Woodruff, interview by E. J. Kahn, 1.
Robert Woodruff, interview by E. J. Kahn, 1.
Page 48 personally transferred it by train:
Dietz, 97.
Dietz, 97.
Page 48 “Robert Woodruff could still look”:
Louis and Yazijian, 45.
Louis and Yazijian, 45.
Page 48 a backlash against the greed of corporations:
Beatty, 263-272.
Beatty, 263-272.
Page 48 he up and moved to Wilmington:
Wells, 115.
Wells, 115.
Page 48 available everywhere . . . available for a nickel:
Louis and Yazijian, 56.
Louis and Yazijian, 56.
Page 48 “The opening of foreign markets is a costly undertaking”:
The Coca-Cola Company, Annual Report, 1928, 63.
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).
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).
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.
Pendergrast, 196-197.
Page 50 reportedly had been in talks with the government:
Louis and Yazijian, 67.
Louis and Yazijian, 67.
Page 50 order signed by General George C. Marshall . . . North Africa campaign:
Pendergrast, 198-201; Allen, 255.
Pendergrast, 198-201; Allen, 255.
Page 50 “You don’t fuck with Coca-Cola!”:
Howard Fast,
Being Red
(Boston: Houghton Mifflin, 1990), 10.
Howard Fast,
Being Red
(Boston: Houghton Mifflin, 1990), 10.
Page 50 “If anyone were to ask us”:
Pendergrast, 206.
Pendergrast, 206.
Page 50 “To my mind, I am”:
Kahn, 12.
Kahn, 12.
Page 50 full-color ads:
Wrynn, 37-78.
Wrynn, 37-78.
Page 50 One ad in 1946 . . . A sign at Coke’s own:
Louis and Yazijian, 78.
Louis and Yazijian, 78.
Page 51 Ray Powers . . . ending “Heil Hitler”:
Pendergrast, 214.
Pendergrast, 214.
Page 51 Max Keith . . . mustache:
Pendergrast, 217-219.
Pendergrast, 217-219.
Page 51 Nazi Youth rallies . . . bottler conventions:
Pendergrast, 220-221.
Pendergrast, 220-221.
Page 51 Keith wangled an appointment . . . Nazi general:
Pendergrast, 221-223.
Pendergrast, 221-223.
Page 51 Coca-Cola investigators . . . modest amount of profit:
Allen, 264.
Allen, 264.
Page 52 sixty-three overseas bottling plants, financed for $5.5 million:
Allen, 265.
Allen, 265.
Page 52 just 20 percent of one year’s net profits:
The Coca-Cola Company, Annual Report, 1945.
The Coca-Cola Company, Annual Report, 1945.
Page 52 In 1950,
Time
magazine:
Time
, May 15, 1950.
Time
magazine:
Time
, May 15, 1950.
Page 52 shifting from D’Arcy to a new agency:
Dietz, 167; Sivulka, 265.
Dietz, 167; Sivulka, 265.
Page 52 the company was unexpectedly rudderless:
Allen, 297.
Allen, 297.
Page 52 falling flat in the messier conflict with Korea:
Watters, 224.
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.
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.
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.
Martin, 28-31.
Page 53 spike in sugar prices all but put it out of business:
Martin, 33-45.
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.
Pendergrast, 188-190.
Page 53 12-ounce beer bottles . . . $4 million in 1938:
Martin, 60-61.
Page 53 infectious jingle:
Martin, 103-104.
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.
Allen, 243-244.
Page 54 Coke sued for peace:
Allen, 191-192.
Page 54 “Stay young and fair” . . . $14 million by 1955:
Martin, 133.
Martin, 133.
Page 54 Coke’s market share began slipping . . . “Coke can hardly”:
Pendergrast, 256.
Page 54 “For those who think young”:
Sivulka, 261.
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.
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.
Kahn, 153.
Page 55 newfangled approach of “motivational research”:
Packard, 23, 215.
Packard, 23, 215.
Page 55 Maidenform . . . exploited:
Sivulka, 267.
Sivulka, 267.
Page 55 “possible symbolic mistress”:
Packard, 82.
Packard, 82.
Page 55 “The greater the similarity”:
Packard, 17.
Packard, 17.
Page 55 Vance Packard exposed the “depth boys”:
Packard, 24-25.
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.
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.
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.
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.
Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234.
Page 56 both companies had an advertising style:
Pendergrast, 274.
Pendergrast, 274.
Page 56 Between 1954 and 1964 . . . 227 in 1964:
Allen, 322.
Allen, 322.
Page 56 got over its single-product fetish:
Allen, 330; Pendergrast, 272, 277-278.
Allen, 330; Pendergrast, 272, 277-278.
Page 57 confronted the changing reality of America:
Fox, 272.
Fox, 272.
Page 57 company stayed on the sidelines:
Pendergrast, 266; Louis and Yazijian, 87.
Pendergrast, 266; Louis and Yazijian, 87.
Page 57 “I’ve heard the phrase”:
Kahn, 158.
Kahn, 158.
Page 57 Woodruff personally risked . . . company dragged its feet:
Allen, 338-339; Pendergrast, 280-282.
Allen, 338-339; Pendergrast, 280-282.
Page 57 no soldier made of sugar in Danang:
Allen, 349; Pendergrast, 286-287.
Allen, 349; Pendergrast, 286-287.
Page 57 Pepsi filled the gap:
Pendergrast, 288.
Pendergrast, 288.
Page 57 reached into the World War II archive to pull out:
Pendergrast, 288.
Pendergrast, 288.
Page 57 campaign protesting the deplorable conditions:
Pendergrast, 293-295.
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.
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.
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
.
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.
Pendergrast, 300.
Page 58 “sure-fire form of subliminal advertising”:
“Have a Coke, World,”
Newsweek
, January 3, 1972.
“Have a Coke, World,”
Newsweek
, January 3, 1972.
Page 58 “Look Up, America!”:
Pendergrast, 305-306.
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.
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.
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.
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.
Oliver,
The Real Coke, the Real Story
, 56-58.
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