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Thursday, August 28

Coca-Cola Series
by
mammon
on Thu 28 Aug 2008 09:34 PM AKDT
This series excerpts heavily from For God, Country, and Coca-Cola by Mark Pendergrast, 1999, who grew up on “Coca-Cola Row”” and after Harvard, became an investigative journalist and independent scholar, also the author of Uncommon Grounds. Coca-Cola ties in nicely with my own internationally acclaimed Food Series, Marketing Advertising Series, and Public Opinion Series. If there’s one corporation that knows the power of marketing and public opinion, it’s Coca-Cola, imbedded deep in American history, politics, folklore, industry, and now a global icon.
While watching the 2008 Olympics and recovering from the just-seen ExxonMobile commercial that had effected a personal flashback to 1983, SUDDENLY, this Coca-Cola commercial starts and surprisingly mentions its founder - John Pemberton - who concocted Coca-Cola in 1886. “The most uplifting drink of all time” the commercial said. So very true. They should bring back the original formula.
Early History
The Army Disease
Pemberton Creates Coca-Cola
Medicinal Cocaine Controversy
Coke Fiends
Coca-Cola Cocaine Content Removed
Santa and Coca-Cola
Schools and Coca-Cola
Nutrition and Coca-Cola
Tea and Coca-Cola
Military and Coca Cola
Regimes and Coca-Cola

Other Books:
Secret Formula by Frederick Allen: Unearthed some very interesting internal company lore, particularly regarding Robert Woodruff.
Sweetness and Power by anthropologist Sidney Mintz, traces how sugar and tea were initially considered exotic luxuries available only to the wealthy nobility in Great Britain.
Movies:
The Cola Conquest, documentary
For His Son by D.W. Griffith, 1909 [Birth of a Nation, 1912]: the inventor of a “DOPO-KOKE” watches as his son falls prey to the drink’s cocaine.
[1920s] Soda Fountain Service, Come In, Customer, and These Changing Times: An innovative public relations campaign based on a series of soft-sell movies using professional actors in the role of druggist and dispenser.
Links:
Coca-Cola Font
Monday, August 25

Military and Coca-Cola
by
mammon
on Mon 25 Aug 2008 08:00 AM AKDT
Coca-Cola Series
For God, Country, and Coca-Cola by Mark Pendergrast, 1999, Excerpts
Given the popularity and symbolic weight Coca-Cola achieved during WWII, Coca-Cola traded for a considerable amount of money on the black market and became the informal commerce to soldiers. It seemed fitting that Mary Churchill, Winston’s daughter, should christen a new destroyer with a bottle of Coke. During the war years, explicit treatment of Coke-as-religion cropped up. Since the notion of a soft drink being worshipped was disconcerting, these references were often humorous. During the Battle of the Bulge, a priest was supplied with Coca-Cola in lieu of sacramental wine.

The Last Phoenix by Carl Douglass, 1997
In forty-five minutes they were in a helicopter over the South China Sea traveling at about three thousand feet. The moonlight shimmered and sparkled on the calm surface of the water casting beautiful but eerie shadows from the silhouettes of the archipelago of islands. There was a single US Navy destroyer making its way toward Danang and a few sampans sitting at anchor, the lamplights and cooking fires on their afterdecks creating dots of light on the surface of the black water.
The softly whimpering girl lay in the fetal position on the greasy steel deck of the chopper. The Nungs were each armed with a .45 and a cruel looking curved two-edged dagger. There were no signs of resistance, and none of the occupants talked until they were well out to sea. There was only the steady loud rattle of the craft’s engine and rotors to interrupt the silence of that starless night.
“You have one chance to repent and to make yourself clean. Do it now. If you don’t, you alone are responsible for your daughter’s fate.” Mr. Phan begged, cajoled, pleaded, and cried in a stream of nearly unintelligible Vietnamese. DuParrier shouted in the ear of the Nung guard seated next to him. The Chinese man roughly grabbed the diminutive girl by her blouse front and the belt of her blue pleated school uniform skirt. He easily lifted her off the vibrating floor and duck walked to the open door with the terrified girl.
“Tell me!” menaced DeParrier. “Five seconds!” was all he added. He looked straight into the stricken father’s eyes and began to lift the fingers of his right hand methodically.
Phan watched the number of fingers increase in horrified fascination. It was as if he were struck dumb. He dropped his face into the palms of his hands, and his body shuddered with his sobs. DeParrier jerked the captive man’s head up when the five seconds had elapsed. He nodded to the Nung.
The Chinese mercenary sneered at the girl then made a sign crossing two fingers in front of her as a mortal insult. Then he made a sudden violent jerking motion and pitched the hapless little girl into the black void. Her decrescendo screaming trailed off into the night.
Anders had heard and ignored rumors that the CIA backed system had condoned the torture and killing of old people, women, and even children, sometimes for mere sadism, sometimes for petty revenge. This reality he had just witnessed made even the worst of what he had heard about have a deep ring of truth.
First, Mr. Pham’s right arm and leg became flaccid and dangled like wet spaghetti at his side. The left side of his face became slack. He burbled unintelligently, emitting a nearly inaudible syllable salad. Then he slumped to his right. Phan Pho Ngo, the Coca Cola bottler and distributor for South Viet Nam, was dead. When his daughter flew out of the helicopter door, his blood pressure had shot off the manometer; a blood vessel deep in his brain burst from the strain and blew the left side of his cerebrum to pieces.
Duparrier gestured angrily at the two Nungs. They took hold of Phan’s limp body and pitched it unceremoniously out over the South China Sea. There would be no evidence of their night’s work.
Saturday, August 23

Coca-Cola Cocaine Content Removed
by
mammon
on Sat 23 Aug 2008 09:00 AM AKDT
Coca-Cola Series
For God, Country, and Coca-Cola by Mark Pendergrast, 1999, Excerpts
In December 1902, the Georgia legislature made the sale of cocaine in any form illegal.
The removal of cocaine had presented a delicate public relations problem. The implication would be that they had removed it because it was harmful, which might open the door to lawsuits. Besides, it was unthinkable to admit that Coca-Cola had ever been anything but pure and wholesome. Finally, they didn’t want the public to know that one of the drink’s more enticing ingredients was now missing. After 1900, the Company poured on the advertising, stressing the soft drink’s healthful qualities.
Candler orchestrated a mighty revision of Coca-Cola history. In later years, he repeatedly denied, under oath, that the drink had ever had cocaine in it. Even today, the Company feels compelled to deny it, though there has been no cocaine whatsoever in Coca-Cola since 1903.
Thursday, August 21

Coke Fiends
by
mammon
on Thu 21 Aug 2008 09:00 AM AKDT
Coca-Cola Series
For God, Country, and Coca-Cola by Mark Pendergrast, 1999, Excerpts
Cocaine, the 1885 wonder drug, had become the 1900 scourge of humanity, and in the South it allegedly caused crazed Negroes to attack their bosses and rape white women. A major race riot occurred in Atlanta, though it primarily involved whites attacking blacks rather that vice versa, caused by inflammatory newspaper accounts of black “brutes” attacking white women. There may have been vestiges of truth behind the sensational headlines, since many farmers were giving cocaine to their black sharecroppers in lieu of food, and cocaine in the city, where 50 cents bought a week’s supply, was a cheaper high than alcohol.
Virtually every town in America had a Coca-Cola bottler. No longer simply a soda fountain drink for upper-class urban white processionals, Coca-Cola was increasingly consumed by blacks. Sensational stories of “Negro coke fiends” attacking whites caused many to fear the widespread availability of Coca-Cola. As the century turned, so did public opinion, and in 1900 Candler found himself under intensified pressure to reform his “dope.”
Wednesday, August 20

Medicinal Cocaine Controversy
by
mammon
on Wed 20 Aug 2008 08:00 AM AKDT
Coca-Cola Series
For God, Country, and Coca-Cola by Mark Pendergrast, 1999, Excerpts
Asa Candler consolidated his claim to Coca-Cola two weeks after Pemberton’s death, on August 30, 1888. He bought the remaining interest through a tangled chain of titles. Throughout 1889, without much advertising, Candler saw sales of Coca-Cola mushroom. The combination of cocaine and caffeine induced repeated calls for Coca-Cola and the first indication of habitual users, soon labeled “Coca-Cola fiends.”
Candler’s Coca-Cola had phenomenal growth. From almost 20,000 gallons in 1891, sales shot up to 35,360 gallons in 1892, then [during a nationwide depression] to 48,427 in 1893, 64,333 in 1894, and 76,244 in 1895. By 1900, Coca-Cola was already not simply a soft drink, but a phenomenon. With success, however, came increased notoriety and controversy. The drink’s cocaine content had been a source of trouble from the beginning, but it was also a major selling point.
The early ads were almost universally medicinal. Curiously, this was a turn away from Pemberton’s first ad for Coca-Cola, which called it “Delicious and Refreshing.” While the firm letterhead did proclaim that Coca-Cola was “Delicious, Refreshing, Exhilarating, Invigorating,” Candler’s early ads failed to use those adjectives. Instead, Coca-Cola was “Harmless, Wonderful, Efficient, Quick, Relieves Headache, Gives Prompt Rest.” It was the “Ideal Brain Tonic and Sovereign Remedy for Headache and Nervousness. It makes the sad glad and weak strong.” Candler believed in the drink’s beneficial effects, even if he denied they were due to cocaine.

[This was a common t-shirt logo during the late 1970s and early 1980s]
Cocaine Lyrics, Eric Clapton
If you wanna hang out you've got to take her out; cocaine. If you wanna get down, down on the ground; cocaine. She don't lie, she don't lie, she don't lie; cocaine.
If you got bad news, you wanna kick them blues; cocaine. When your day is done and you wanna run 'round; cocaine. She don't lie, she don't lie, she don't lie; cocaine.
If your thing is gone and you wanna ride on; cocaine. Don't forget this fact, you can't get it back; cocaine. She don't lie, she don't lie, she don't lie; cocaine.
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