Part 13 (1/2)
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 c.o.ke's sales declined: Pendergrast, 128. Pendergrast, 128.
Page 43 frequent trips to Was.h.i.+ngton . . . limited syrup producers: Allen, 89. Allen, 89.
Page 43 ”Making a Soldier of Sugar”: Martin Shartar and Norman Shavin, Martin Shartar and Norman Shavin, The Wonderful World of Coca-Cola The Wonderful World of Coca-Cola (Atlanta: Perry Communications, 1978), 39. (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 lackl.u.s.ter student . . . manual laborer: Charles Elliott, Charles Elliott, ”Mr. Anonymous”: Robert W. Woodruff of Coca-Cola ”Mr. Anonymous”: Robert W. Woodruff of Coca-Cola (Atlanta: Cherokee, 1982), 87-91. (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 the national brand: national brand: Tedlow, 55; Kahn, 123. Tedlow, 55; Kahn, 123.
Page 44 ”The chief economic problem” . . . anxieties of not not owning: owning: Fox, 94-95. 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, Louis and Yazijian, 44; Gyvel Young-Witzel and Michael Karl Witzel, The Sparkling History of Coca-Cola The Sparkling History of Coca-Cola (Stillwater, MN: Voyageur Press, 2002), 95. (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 endors.e.m.e.nts: 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, Barbara Fahs Charles and Robert Staples, Dream of Santa: Haddon Sundblom's Vision Dream of Santa: Haddon Sundblom's Vision (Was.h.i.+ngton, DC: Staples & Charles, 1992), 14. (Was.h.i.+ngton, DC: Staples & Charles, 1992), 14.
Page 47 children leaving a c.o.ke: V. Dennis Wrynn, V. Dennis Wrynn, c.o.ke Goes to War c.o.ke Goes to War (Missoula, MT: Pictorial Histories, 1996), 23. (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 c.o.ke,” c.o.keheads: Exploring the New World of c.o.ke, group project of English 752: Historical Tourism, Emory University (2008). Camilia Ascher Restrepo, ”War in the Times of c.o.ke,” c.o.keheads: Exploring the New World of c.o.ke, 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 c.o.ke'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 f.u.c.k with Coca-Cola!”: Howard Fast, Howard Fast, Being Red Being Red (Boston: Houghton Mifflin, 1990), 10. (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 c.o.ke's own: Louis and Yazijian, 78. Louis and Yazijian, 78.
Page 51 Ray Powers . . . ending ”Heil Hitler”: Pendergrast, 214. Pendergrast, 214.