The Coke Machine (50 page)
Authors: Michael Blanding
Page 121 behind Pepsi’s Aquafina:
Hillary Chura, “Dasani: Kellam Graitcer,”
Advertising Age
, October 8, 2001.
Hillary Chura, “Dasani: Kellam Graitcer,”
Advertising Age
, October 8, 2001.
Page 121 average French person drank:
Paul Simao, “Bottled Water War Cuts into Profits,”
Calgary Herald
, January 31, 2004.
Paul Simao, “Bottled Water War Cuts into Profits,”
Calgary Herald
, January 31, 2004.
Page 121 £7 million:
“LFH Bottles Coca-Cola Water Brand,”
Design Week
, February 5, 2004.
“LFH Bottles Coca-Cola Water Brand,”
Design Week
, February 5, 2004.
Page 121 “The more you live”; “Prepare to get wet”:
“Advertising for Dasani,”
Marketing Week
, February 5, 2004.
“Advertising for Dasani,”
Marketing Week
, February 5, 2004.
Page 122 high-divers plummeted:
Martin Wainwright, “Fall Guy: Daredevil Dives Promote Bottled Water,”
Guardian
, February 11, 2004.
Martin Wainwright, “Fall Guy: Daredevil Dives Promote Bottled Water,”
Guardian
, February 11, 2004.
Page 122 actually bottled in the southeast London suburb:
Michael McCarthy, “Pure? Coke’s Attempt to Sell Tap Water Backfires in Cancer Scare,”
Independent
, March 20, 2004.
Michael McCarthy, “Pure? Coke’s Attempt to Sell Tap Water Backfires in Cancer Scare,”
Independent
, March 20, 2004.
Page 122 “perfected by NASA”:
“Soft Drink Is Purified Tap Water,” BBC News, March 1, 2004.
“Soft Drink Is Purified Tap Water,” BBC News, March 1, 2004.
Page 122 “enhance the pure taste”:
“When You Get Headlines in the Press Like ‘The Real Sting’ in the Sun, ‘Coke Sells Tap Water’ in the Mirror and ‘Eau de Sidcup: Didn’t Del Boy Try That?’ in the Daily Mail, You Know There’s a Story to Amuse,”
Eastern Daily Press
(UK), March 16, 2004.
“When You Get Headlines in the Press Like ‘The Real Sting’ in the Sun, ‘Coke Sells Tap Water’ in the Mirror and ‘Eau de Sidcup: Didn’t Del Boy Try That?’ in the Daily Mail, You Know There’s a Story to Amuse,”
Eastern Daily Press
(UK), March 16, 2004.
Page 122 “as pure as water gets”:
McCarthy, “Pure? Coke’s Attempt to Sell Tap Water Backfires in Cancer Scare.”
McCarthy, “Pure? Coke’s Attempt to Sell Tap Water Backfires in Cancer Scare.”
Page 122 handed out for free:
Valerie Elliott and Angela Jameson, “Coca-Cola Withdraws ‘Sidcup Tap’ Water,”
Times
(London), March 20, 2004.
Valerie Elliott and Angela Jameson, “Coca-Cola Withdraws ‘Sidcup Tap’ Water,”
Times
(London), March 20, 2004.
Page 123 all but blamed the British government:
Alison Purdy and Rachel Williams, “Coca-Cola Orders Recall of Bottled Water,” Press Association (UK), March 19, 2004.
Alison Purdy and Rachel Williams, “Coca-Cola Orders Recall of Bottled Water,” Press Association (UK), March 19, 2004.
Page 123 FDA had warned manufacturers:
Federal Register
66, no. 60 (March 28, 2001).
Federal Register
66, no. 60 (March 28, 2001).
Page 123 formula for how much bromate:
Barbara L. Marteney and Kristin Safran, “Continually Evolving Regulations for D/DBPs,”
Water Quality Products
, September 2001.
Barbara L. Marteney and Kristin Safran, “Continually Evolving Regulations for D/DBPs,”
Water Quality Products
, September 2001.
Page 123 Nestlé stopped using ozonation:
Carlos David Mogollón, “Perrier Restricts Ozone Use Awaiting Better Control Options,”
Water Conditioning & Purification
, August 2001.
Carlos David Mogollón, “Perrier Restricts Ozone Use Awaiting Better Control Options,”
Water Conditioning & Purification
, August 2001.
Page 123 typical headline:
Philip Henser, “Should I Really Despise Coca-Cola?”
Independent
, March 26, 2004.
Philip Henser, “Should I Really Despise Coca-Cola?”
Independent
, March 26, 2004.
Page 123 plays on Coke’s own branding:
John Arlidge, “Coca-Cola: Don’t Drink the Water,”
Observer
, April 18, 2004.
John Arlidge, “Coca-Cola: Don’t Drink the Water,”
Observer
, April 18, 2004.
Page 124 CAI cut its teeth in the fight:
Bella English, “Taking Down the Marlboro Man: Kathy Mulvey Helped Negotiate a Treaty That, If Ratified, Would Ban Tobacco Advertising, Promotion, and Sponsorship,”
Boston Globe
, December 23, 2003.
Bella English, “Taking Down the Marlboro Man: Kathy Mulvey Helped Negotiate a Treaty That, If Ratified, Would Ban Tobacco Advertising, Promotion, and Sponsorship,”
Boston Globe
, December 23, 2003.
Page 124 founded as the Infant Formula Action Coalition:
Marion Nestle, 145-158.
Marion Nestle, 145-158.
Page 125 some $9 billion annually . . . almost 10 percent:
Beverage Marketing Corporation, “Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.
Beverage Marketing Corporation, “Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.
Page 125 Gallup poll at the time:
Environmental Protection Agency, “Analysis and Findings of the Gallup Organization’s Drinking Water Customers Satisfaction Survey,” August 6, 2003, 4.
Environmental Protection Agency, “Analysis and Findings of the Gallup Organization’s Drinking Water Customers Satisfaction Survey,” August 6, 2003, 4.
Page 125 set a “low priority”:
Food and Drug Administration, Center for Food Safety and Applied Nutrition, “Bottled Water Regulations and the FDA,” August-September 2002.
Food and Drug Administration, Center for Food Safety and Applied Nutrition, “Bottled Water Regulations and the FDA,” August-September 2002.
Page 125 standards are slightly lower . . . voluntary recalls:
International Bottled Water Association, “Regulation of Bottled Water: An Overview.”
International Bottled Water Association, “Regulation of Bottled Water: An Overview.”
Page 125 A classic study:
Natural Resources Defense Council, “Bottled Water: Pure Drink or Pure Hype?” March 1999.
Natural Resources Defense Council, “Bottled Water: Pure Drink or Pure Hype?” March 1999.
Page 126 the American Medical Association found:
Case Western Reserve University, “Study Finds Some Bottled Water Has More Bacteria and Less Fluoride Than Tap Water,”
Science Daily
, March 22, 2000.
Case Western Reserve University, “Study Finds Some Bottled Water Has More Bacteria and Less Fluoride Than Tap Water,”
Science Daily
, March 22, 2000.
Page 126 a 2002 study by the University of Tuskegee:
Abua Ikem et al., “Chemical Quality of Bottled Waters from Three Cities in Alabama,”
Science of the Total Environment
285, nos. 1-3 (February 21, 2002), 165-175.
Abua Ikem et al., “Chemical Quality of Bottled Waters from Three Cities in Alabama,”
Science of the Total Environment
285, nos. 1-3 (February 21, 2002), 165-175.
Page 126 A 2004 study by the FDA:
Food and Drug Administration, Center for Food Safety and Applied Nutrition, Office of Food Safety, “Questions and Answers About Perchlorate,” February 8, 2009.
Food and Drug Administration, Center for Food Safety and Applied Nutrition, Office of Food Safety, “Questions and Answers About Perchlorate,” February 8, 2009.
Page 126 found thirty-eight different pollutants:
Olga Naidenko et al., “Bottled Water Quality Investigation: 10 Major Brands, 38 Pollutants,” Environmental Working Group, October 2008.
Olga Naidenko et al., “Bottled Water Quality Investigation: 10 Major Brands, 38 Pollutants,” Environmental Working Group, October 2008.
Page 126 traces of pharmaceutical drugs:
Jeff Donn, “Pharmaceuticals Found in U.S. Drinking Water,” Associated Press, March 10, 2008.
Jeff Donn, “Pharmaceuticals Found in U.S. Drinking Water,” Associated Press, March 10, 2008.
Page 126 “After learning about all the things”:
Royte, 135.
Royte, 135.
Page 126 just over $2 per gallon:
Mintel International Group, “Bottled Water—US—2008, Executive Summary.”
Mintel International Group, “Bottled Water—US—2008, Executive Summary.”
Page 126 one- or two-tenths of a cent per gallon:
Natural Resources Defense Council; Food & Water Watch.
Natural Resources Defense Council; Food & Water Watch.
Page 127 idea of the Tap Water Challenge:
Gigi Kellett, interview by the author.
Gigi Kellett, interview by the author.
Page 127 Newark or Philadelphia tap water:
Gary Haber, “Dozens Protest Coca-Cola Outside Annual Meeting,”
News Journal
(Wilmington, DE), April 20, 2006; Akweli Parker, “Taking the Water Taste Test; Actually, No One Bothered to Keep Score in This Bottled vs. Tap Challenge. Activists Felt They Made Their Point,”
Philadelphia Inquirer
, March 22, 2006.
Gary Haber, “Dozens Protest Coca-Cola Outside Annual Meeting,”
News Journal
(Wilmington, DE), April 20, 2006; Akweli Parker, “Taking the Water Taste Test; Actually, No One Bothered to Keep Score in This Bottled vs. Tap Challenge. Activists Felt They Made Their Point,”
Philadelphia Inquirer
, March 22, 2006.
Page 127 sources its water from an underground aquifer:
Lee Klein, “Bottled Water Gets the Boot,”
Miami New Times
, August 14, 2008.
Lee Klein, “Bottled Water Gets the Boot,”
Miami New Times
, August 14, 2008.
Page 128 17 million . . . three times that:
Peter H. Gleick and Heather Cooley, “Energy Implications of Bottled Water,”
Environmental Research Letters
4 (2009), 1-6.
Peter H. Gleick and Heather Cooley, “Energy Implications of Bottled Water,”
Environmental Research Letters
4 (2009), 1-6.
Page 128 33 percent in 2009:
Environmental Protection Agency, “America Recycles Day,” November 10, 2009.
Environmental Protection Agency, “America Recycles Day,” November 10, 2009.
Page 128 50 percent in 1992:
Container Recycling Institute, “Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.
Container Recycling Institute, “Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.
Page 128 33 billion liters:
Beverage Marketing Corporation, “Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.
Beverage Marketing Corporation, “Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.
Page 128 rates of less than 20 percent:
Container Recycling Institute, “Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.
Container Recycling Institute, “Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.
Page 128 some 3 billion pounds:
Jenny Gitlitz and Pat Franklin, “The 10¢ Incentive to Recycle,” Container Recycling Institute, July 2006.
Jenny Gitlitz and Pat Franklin, “The 10¢ Incentive to Recycle,” Container Recycling Institute, July 2006.
Page 129 “Consumers are making a choice”:
Marc Gunther, “Bottled Water: No Longer Cool? Activists Turn Up the Heat on Coca-Cola, PepsiCo and Nestle,”
Fortune
, March 25, 2007.
Marc Gunther, “Bottled Water: No Longer Cool? Activists Turn Up the Heat on Coca-Cola, PepsiCo and Nestle,”
Fortune
, March 25, 2007.
Page 130 University of Central Florida’s new stadium:
Matt McKinley, “New Stadium Gets out of Hot Water,”
Central Florida Future
, September 18, 2007; Luis Zaragoza and Claudia Zequeira, “UCF in Hot Water with Fans; Stadium Has No Drinking Fountains, Students Thirsty for Answers,”
Orlando Sentinel
, September 18, 2007.
Matt McKinley, “New Stadium Gets out of Hot Water,”
Central Florida Future
, September 18, 2007; Luis Zaragoza and Claudia Zequeira, “UCF in Hot Water with Fans; Stadium Has No Drinking Fountains, Students Thirsty for Answers,”
Orlando Sentinel
, September 18, 2007.
Page 130 led by Coke, showed up to lobby:
Jennifer 8. Lee, “City Council Shuns Bottles in Favor of Water from Tap,”
New York Times
, June 17, 2008.
Jennifer 8. Lee, “City Council Shuns Bottles in Favor of Water from Tap,”
New York Times
, June 17, 2008.
Page 130 did approve a resolution to study:
U.S. Conference of Mayors, “Bottled Water: The Impact on Municipal Waste Systems,” May 1, 2008.
U.S. Conference of Mayors, “Bottled Water: The Impact on Municipal Waste Systems,” May 1, 2008.
Page 131 passage of the earlier, tougher call:
Vinnee Tong, “US Mayors Vote to Phase Out Bottled Water Consumption,” Associated Press, June 23, 2008.
Vinnee Tong, “US Mayors Vote to Phase Out Bottled Water Consumption,” Associated Press, June 23, 2008.
Page 131 nixed bottled water:
Michelle Locke, “California’s Chez Panisse Among Upscale Restaurants Leading Bottled Water Backlash,” Associated Press, March 29, 2007.
Michelle Locke, “California’s Chez Panisse Among Upscale Restaurants Leading Bottled Water Backlash,” Associated Press, March 29, 2007.
Page 131 Mario Batali followed suit:
Marian Burros, “Fighting the Tide, a Few Restaurants Tilt to Tap Water,”
New York Times
, May 30, 2007.
Marian Burros, “Fighting the Tide, a Few Restaurants Tilt to Tap Water,”
New York Times
, May 30, 2007.
Page 131 “one of capitalism’s greatest mysteries”:
“Bottled Water and Snake Oil,” Economist .com, July 31, 2007.
“Bottled Water and Snake Oil,” Economist .com, July 31, 2007.
Page 131 “Think Outside the Bottle” pledge . . . raised $100,000:
Melissa Knopper, “Bottled Water Backlash,”
E—The Environmental Magazine
, May/June 2008.
Melissa Knopper, “Bottled Water Backlash,”
E—The Environmental Magazine
, May/June 2008.
Page 132 revealing the source of its water:
2008 Nestlé Waters North America Corporate Citizenship Report; Nestlé Waters North America, Quality Reports,
http://www.nestle-watersna.com
.
2008 Nestlé Waters North America Corporate Citizenship Report; Nestlé Waters North America, Quality Reports,
http://www.nestle-watersna.com
.
Page 132 “The FDA’s definition”:
Chris Vogel and Lee Klein, “Houston Turns Back to Tap Water: That Stuff Flowing from the Faucet Is Safe, Cheap and Environmental,”
Houston Press
, August 14, 2008.
Chris Vogel and Lee Klein, “Houston Turns Back to Tap Water: That Stuff Flowing from the Faucet Is Safe, Cheap and Environmental,”
Houston Press
, August 14, 2008.
Page 133 “We’ve set pretty aggressive goals”...30 percent fewer emissions:
Fred Roselli, interview by the author.
Fred Roselli, interview by the author.
Page 133 “Business managers can more effectively contribute”:
William C. Frederick,
Corporation, Be Good! The Story of Social Responsibility
(Indianapolis: Dog Ear, 2006), 7-10.
William C. Frederick,
Corporation, Be Good! The Story of Social Responsibility
(Indianapolis: Dog Ear, 2006), 7-10.
Page 134 Henry Ford had found that out . . . customers’ pocketbooks:
Bakan, 36-37.
Bakan, 36-37.
Page 134 “The corporation’s legally defined mandate”:
Bakan, 1.
Bakan, 1.
Page 134 second wave of corporate social responsibility:
Frederick, 23-35.
Frederick, 23-35.
Page 134 further entrenched by the Reagan administration:
Frederick, 57-67.
Frederick, 57-67.
Page 134 Goizueta sloughed off the do-gooding subsidiaries:
Pendergrast, 346.
Pendergrast, 346.
Page 134 “enhance our ability to meet the growing needs”:
The Coca-Cola Company, “The Coca-Cola Foundation, n.d.”
The Coca-Cola Company, “The Coca-Cola Foundation, n.d.”
Page 135 “It’s not that we plan to be boastful now”:
David Greising,
I’d Like to Buy the World a Coke: The Life and Leadership of Roberto Goizueta
(San Francisco: John Wiley & Sons, 1998), 295.
David Greising,
I’d Like to Buy the World a Coke: The Life and Leadership of Roberto Goizueta
(San Francisco: John Wiley & Sons, 1998), 295.
Page 135 areas closely aligned with the goals . . . “strategic philanthropy”:
Greising, 296.
Greising, 296.
Page 135 corporations increasingly began tying:
Craig Smith, “The New Corporate Philanthropy,”
Harvard Business Review
, May-June 1994.
Craig Smith, “The New Corporate Philanthropy,”
Harvard Business Review
, May-June 1994.
Page 135 Exxon investing heavily . . . Yoplait had already signed on:
Philip Kotler and Nancy Lee,
Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause
(Hoboken, NJ: John Wiley & Sons, 2005), 19.
Philip Kotler and Nancy Lee,
Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause
(Hoboken, NJ: John Wiley & Sons, 2005), 19.
Page 135 84 percent of people would switch:
Kotler and Lee, 12.
Kotler and Lee, 12.
Page 135 “a cool appraisal of various costs”:
Kotler and Lee, 17; Rebecca Collings, “Behind the Brand: Is Business Socially Responsible?”
Consumer Policy Review
, September-October 2003.
Kotler and Lee, 17; Rebecca Collings, “Behind the Brand: Is Business Socially Responsible?”
Consumer Policy Review
, September-October 2003.
Page 136 most notorious example is British Petroleum:
Ed Crooks, “Back to Petroleum,”
Financial Times
, July 7, 2009.
Ed Crooks, “Back to Petroleum,”
Financial Times
, July 7, 2009.
Page 137 to create Coca-Cola Recycling . . . own packaging materials:
The Coca-Cola Company, “Coca-Cola Expands U.S. Recycling or Reuse Goals,” February 13, 2008; Joe Guy Collier, “Cause That Refreshes: Plant Boosts Coke’s Plastic Recycling Effort,”
Atlanta Journal
-
Constitution
, January 15, 2009.
The Coca-Cola Company, “Coca-Cola Expands U.S. Recycling or Reuse Goals,” February 13, 2008; Joe Guy Collier, “Cause That Refreshes: Plant Boosts Coke’s Plastic Recycling Effort,”
Atlanta Journal
-
Constitution
, January 15, 2009.
Page 137 “where commercially viable”:
Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2007, 1; Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2008, 29.
Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2007, 1; Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2008, 29.
Page 137 pledged back in the early 1990s:
Dave Aftandilian, “Coke’s Broken Promise,”
Conscious Choice
, February 2000; Barnaby J. Feder, “Pepsi and Coke to Offer Recycled-Plastic Bottles,”
New York Times
, December 5, 1990.
Dave Aftandilian, “Coke’s Broken Promise,”
Conscious Choice
, February 2000; Barnaby J. Feder, “Pepsi and Coke to Offer Recycled-Plastic Bottles,”
New York Times
, December 5, 1990.
Page 138 just too expensive in the United States:
Aftandilian, “Coke’s Broken Promise.”
Aftandilian, “Coke’s Broken Promise.”
Page 138 “the demand for recovered bottles”:
Collier, “Cause That Refreshes.”
Collier, “Cause That Refreshes.”
Page 138 problem with PET . . . demand for raw materials:
Mike Verespej, “Coke Set to Open JV PET Recycling Plant,”
Plastics News
, January 16, 2009; Tex Conley, chairman, Container Recycling Institute, interview by the author.
Mike Verespej, “Coke Set to Open JV PET Recycling Plant,”
Plastics News
, January 16, 2009; Tex Conley, chairman, Container Recycling Institute, interview by the author.
Page 138 driving rates above the 30 percent:
Sean O’Leary, “City Pleased with RecycleBank Pilot,”
Hartford Business Journal
, November 10, 2008; Keith Naughton and Daniel Mc-Ginn, “Saving the World for a Latte,”
Newsweek
, September 27, 2008; Brian Lee, “Recycling Effort a Bust; Crackdown on Southbridge Trash Scofflaws,”
Telegram & Gazette
(Worcester, MA), February 2, 2010.
Sean O’Leary, “City Pleased with RecycleBank Pilot,”
Hartford Business Journal
, November 10, 2008; Keith Naughton and Daniel Mc-Ginn, “Saving the World for a Latte,”
Newsweek
, September 27, 2008; Brian Lee, “Recycling Effort a Bust; Crackdown on Southbridge Trash Scofflaws,”
Telegram & Gazette
(Worcester, MA), February 2, 2010.
Page 138 “It’s a series of building blocks”:
Lisa Manley, interview by the author.
Lisa Manley, interview by the author.
Page 139 rates average 70 percent:
Gitlitz and Franklin, “The 10-Cent Incentive to Recycle.”
Gitlitz and Franklin, “The 10-Cent Incentive to Recycle.”
Page 139 According to CAI’s Gigi Kellett:
Kellett, interview by the author.
Kellett, interview by the author.
Page 140 partnership with Nestlé:
Shari Roan, “Less Than Zero?”
Los Angeles Times
, November 27, 2006.
Shari Roan, “Less Than Zero?”
Los Angeles Times
, November 27, 2006.
Page 140 A study by Coke and Nestlé:
Elizabeth Weise, “Drink Makers Defend Calorie-Burning Claims,”
USA Today
, February 12, 2007.
Elizabeth Weise, “Drink Makers Defend Calorie-Burning Claims,”
USA Today
, February 12, 2007.
Page 140 “negative calories”:
Beverage Partners Worldwide, “New Enviga™ Proven to Burn Calories; Sparkling Green Tea Creates a Brand New Category That Combines Great Taste and Negative Calories,” PR Newswire, October 12, 2006.
Beverage Partners Worldwide, “New Enviga™ Proven to Burn Calories; Sparkling Green Tea Creates a Brand New Category That Combines Great Taste and Negative Calories,” PR Newswire, October 12, 2006.
Page 140 Coke had paid . . . $4.1 billion:
“Coca-Cola Buys Vitamin Water Maker Glaceau for $4.1 Billion in Cash,” Financial Wire, May 29, 2007.
“Coca-Cola Buys Vitamin Water Maker Glaceau for $4.1 Billion in Cash,” Financial Wire, May 29, 2007.
Page 140 found its way quietly into schools:
Andrew Martin, “Sugar Finds Its Way Back to the School Cafeteria,”
New York Times
, September 16, 2007.
Andrew Martin, “Sugar Finds Its Way Back to the School Cafeteria,”
New York Times
, September 16, 2007.
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