Books About Pepsi: Stephanie Capparell, The Real Pepsi Challenge (2008). Roger Enrico, The Other Guy Blinked (1986). Walter Mack, No Time Lost (1982). Milward W. Martin, Twelve Full Ounces (1962). John Sculley, Odyssey: Pepsi to Apple (1987). Bob Stoddard, Pepsi-Cola: 100 Years (1997).
Selected Books for Historical and Cultural Context: Samuel Hopkins Adams, The Great American Fraud (1907). Ivan Allen Jr., Mayor: Notes on the Sixties (1971). Benjamin Barber, Jihad Vs. McWorld (1996). George Beard, American Nervousness (1881). John Morton Blum, V Was for Victory (1976). Taylor Branch, Parting the Waters (1988). Fawn M. Brodie, Richard Nixon (1981). Gerald Carson, One for a Man, Two for a Horse (1961). William H. Chafe, The Unfinished Journey (1986). Frederick Clairmonte, Merchants of Death (1988). Eric Clark, The Want Makers (1988). Robert M. Crunden, Ministers of Reform (1982). N. F. Dixon, Subliminal Perception (1971). Eddie Fisher, Eddie: My Life, My Loves (1981). Stephen Fox, The Mirror Makers (1984). Franklin Garrett, Atlanta and Environs (1954). Jack Goodman, ed., While You Were Gone: A Report on Wartime Life in the United States (1946). Sally Forman Griffith, Home Town News: William Allen White (1989). Duff Hart-Davis, Hitler’s Games (1986). Adelaide Hechtlinger, The Great Patent Medicine Era (1970). Seymour M. Hersh, The Dark Side of Camelot (1997). Charles Higham, Trading with the Enemy (1983). Floyd Hunter, Community Power Structure (1953, 1963). Kenneth T. Jackson, The Ku Klux Klan in the City (1967). Michael Jacobson, Liquid Candy (2005). Haynes Johnson, Sleepwalking Through History (1991). Sam Jones, The Life and Sayings of Sam P. Jones (1907). Franz M. Joseph, ed., As Others See Us (1959). Richard Kuisel, Seducing the French (1993). Tom Lutz, American Nervousness (1991). Victor Lasky, Jimmy Carter (1979). Angelo Mariani, Coca and Its Therapeutic Applications (1886). Alice G. Marquis, Hopes and Ashes (1986). J. B. Matthews and R. E. Shallcross, Partners in Plunder (1935). Mark Megalli, Masks of Deception (1991). Peter Meyer, James Earl Carter (1978). Mark Crispin Miller, Seeing Through Movies (1990). Sidney Mintz, Sweetness and Power (1985). H. Wayne Morgan, Drugs in America (1981). W. Golden Mortimer, Peru: History of Coca (1901). David Musto, The American Disease (1987). American Medical Association, Nostrums and Quackery (1911). J. Ronald Oakley, God’s Country: America in the Fifties (1986). Ray Oldenburg, The Great Good Place (1989). Vance Packard, The Hidden Persuaders (1957). Richard Pells, Not Like Us (1997). Frank Presbrey, The History and Development of Advertising (1929). Douglas K. Ramsey, The Corporate Warriors (1987). Michael Schudson, Advertising (1984). Robert Sherrill, Gothic Politics in the Deep South (1968). William L. Shirer, The Rise and Fall of the Third Reich (1960). Milton Silverman, Magic in a Bottle (1941). Andrew F. Smith, Drinking History: Fifteen Turning Points in the Making of American Beverages (2013). Antony C. Sutton, Wall Street and the Rise of Hitler (1976). Norman Taylor, Plant Drugs That Changed the World (1965). Richard S. Tedlow, New and Improved: The Story of Mass Marketing in America (1990). E. S. Turner, The Shocking History of Advertising (1952). Harvey W. Wiley, Harvey W. Wiley: An Autobiography (1930). C. Vann Woodward, Tom Watson: Agrarian Rebel (1963). James Harvey Young, The Toadstool Millionaires (1961) and Pure Food (1989).
Selected Videos: The Cola Case (2010), on the legal case about Colombian murders. The Cola Conquest (1998), a globe-girdling, prize-winning three-hour documentary about Coca-Cola inspired by this book. FLOW (2008), about world water issues.
Selected Websites: Eepybird.com, geysers with Mentos and Diet Coke. Facebook.com/cocacola, Coke Facebook page with millions of fans. KillerCoke.org, anti-Coca-Cola website. TheCoca-ColaCompany.com, the Company website. YouTube.com for Coca-Cola commercials, documentaries, and other goodies.
Manuscript Collections: The Atlanta Historical Society has the Joseph Jacobs Papers. The Baker Library, Harvard Business School, houses the R. G. Dun & Company Collection of credit reports for John Pemberton. The Benwood Foundation in Chattanooga has Benjamin Thomas correspondence. The Center for Jewish History, New York City, has Rabbi Tobias Geffen Papers. The Coca-Cola Company archives and legal library contain valuable resources open to selected scholars. The Eisenhower Library, Abilene, Kansas, has the Eisenhower Papers. Emory University’s Manuscript, Archives, and Rare Books Library (MARBL) houses the papers of Asa Candler, Charles Howard Candler, Warren Candler, Coca-Cola Collection, William B. Hartsfield, Floyd Hunter, Mark Pendergrast’s research papers for this book, John Sibley, and Robert Woodruff. The Library of Congress Manuscripts Division has the James Farley, Averill Harriman, William Allen White, and Harvey W. Wiley Papers. The National Archives, Washington, DC, has U.S. Army, Federal Bureau of Narcotics, and other collections. The National Museum of American History, Washington, DC, has the Pepsi-Cola Advertising History Collection. The Nebraska State Historical Society has the Harry Hollingsworth Collections. Pennsylvania State University owns Harry J. Anslinger papers. U.S. Food and Drug Administration files contain Harvey Wiley material. The Western Reserve Historical Society, Cleveland, Ohio, has Ralph Hayes and Walter C. White papers.
Selected Court Cases: The Blood Balm Company v. Cooper, Georgia Supreme Court Records, vol. 83, Oct. Term, 1889. The Coca-Cola Co. v. John B. Daniel, Fulton County Superior Court, Spring Term 1901, #8577. Henry A. Rucker v. Coca-Cola Company, U.S. Circuit Court of Appeals, Fifth Circuit, No. 1161, Original Record files May 12, 1902. Hudgins v. Coca-Cola Bottling Co., Supreme Court of Georgia, May 10, 1905, Southeastern Reporter. U.S. v. Forty Barrels and Twenty Kegs of Coca-Cola, Supreme Court, Oct. Term 1915, No. 562. The Coca-Cola Bottling Co. v. The Coca-Cola Co., District Court, Delaware, Nov. 8, 1920. The Coca-Cola Company v. The Koke Company of America, Supreme Court of the United States, Oct. Term, 1920. My-Coca Co. v. Baltimore Process Co., in the Circuit Court of Baltimore, Sept. 2, 1924. Pepsi-Cola Company v. Coca-Cola Company, Supreme Court of the State of New York, County of Queens, 1938. The Coca-Cola Company v. Nehi Corporation, Supreme Court of Delaware, No. 4, Sept. Session, 1942 Term. Shreveport Coca-Cola Bottling Co., Inc. et al. v. The Coca-Cola Co., U. S. District Court, Delaware, 1991. Coca-Cola Bottling Company of Elizabethtown, Inc. et al. v. The Coca-Cola Co., U.S. District Court, Delaware, 1991.
Selected Periodicals and Newspapers (some are quite old or hard to find): Advertising Age, Adweek, American Druggist, American Food Journal, American Heritage, American Journal of Pharmacy, American Journal of Psychology, Americas, Amusement Business, Atlanta Civic, Atlanta Constitution, Atlanta Georgian, Atlanta History, Atlanta Journal, Atlanta Journal-Constitution, Atlanta Magazine, Baltimore Sun, Barron’s, Beverage Digest, Beverage Industry, Beverage World, Boston Globe, Bottling Industry, Broad-casting, Business Week, Chain Drug Review, Chattanooga Times, Chicago Sun-Times, Chicago Tribune, Chief Executive, Coca-Cola Bottler, Coca-Cola Collectors News, CocaCola Nachrichten, Coca-Cola Overseas, Cola Call, Collier’s Weekly, Columbus Enquirer, Consumer Reports, Corporate Money, Denver Rocky Mountain News, Detroit Therapeutic Gazette, Drug Topics, Druggists Circular and Chemical Gazette, Dun’s Review, The Economist, Editor and Publisher, Emory University Quarterly, Emporia Gazette, Everybody’s Magazine, Financial Times, Financial World, Food & Beverage Marketing, Food Business, Food Processing, Forbes, Fortune, Friendly Hand, Georgia State Bar Journal, Georgia Trend, The Guardian, Harper’s Weekly, Indianapolis Star, Jet, Journal of American Folklore, Journal of Southern History, Journal of the American Medical Association, Journey (Coca-Cola in-house magazine), Ladies’ Home Journal, LatinFinance, Life, Los Angeles Times, Magazine of Wall Street, Marketing and Media Decisions, Marketing News TM, Marketing Week, Mediaweek, Miami Herald, Milwaukee Journal Sentinel, Montreal Gazette, Multinational Monitor, The Nation, National Bottlers Gazette, Nation’s Restaurant News, New Republic, New York Daily News, New York Daily Tribune, New York Herald Tribune, New York Times, New Yorker, Newsweek, Packaging Digest, People, Pharmacy in History, Philadelphia Inquirer, Printer’s Ink, Red Barrel, The Refresher, Sales Management, San Francisco Chronicle, Saturday Evening Post, Science Digest, Scientific American, Sierra, Sloan Management Review, Southern Carbonator and Bottler, Southern Changes, Southern Exposure, Sout
hpoint Magazine, Star Tribune, Sunday Telegraph, Supermarket News, T. O. Digest, Time, Trademark Reporter, U.S. News & World Report, USA Today, Vital Speeches, Wall Street Journal, Washington Post, Washington Times, Western Folklore.
Interviews: Mark Pendergrast conducted more than 200 interviews for this book. For a list, see www.markpendergrast.com.
ACKNOWLEDGMENTS
Detailed thanks to everyone who contributed to this book would take up pages. See my website, www.markpendergrast.com, for the Acknowledgments for the first two editions. Suffice it to say here that I am deeply indebted to everyone at The Coca-Cola Company who helped me and whom I interviewed when I was researching the first edition, which was published in 1993, and all those who contributed to the subsequent editions, both on and off the record. Special thanks to John Risse for new insights into Ernest and Robert Woodruff and the 1919 sale of the Company; to Matt Considine for sharing his research on Rabbi Tobias Geffen; to Ricardo Cortés for sharing his research on Harry Anslinger and Coca-Cola’s Hawaiian coca cultivation research; to Bob Perillo for documents and insights on USLEAP and José Palacios. And my thanks, too, to fellow writers whose work about Coca-Cola and its relations has inspired and informed me, to Coke collectors who shared insights, and to friends and colleagues who read drafts and suggested improvements. Librarians and archivists in Vermont, Georgia, Washington, DC, and elsewhere were essential to this undertaking. And I must single out Irene Angelico and Abbey Neidik of DLI Productions, whose documentary The Cola Conquest was inspired by my first edition and then helped to elucidate my subsequent efforts. Thanks to Hamilton Cain, who edited the first edition, and to Tim Bartlett at Basic Books for his editor’s eye, support, and insights for this latest edition.
INDEX
Abbreviations: CC = Coca-Cola
Abbey Well (beverage), 457
Acesulfame potassium (Ace-K, sweetener), 402, 439
Acheson, Dean, 224
Acklin, Arthur, 150, 173, 192–193
Adams, Quint, 187
Adams, Samuel Hopkins, 101, 102, 103, 107, 108
Advertising 10–11, 248, 259. See also Coca-Cola advertising/marketing; Pepsi advertising/marketing
Afghanistan, CC in, 369
Africa, CC in, 189, 347, 348, 442, 457, 465
African Americans, 263–266
CC advertising and, 167n, 265, 267
as CC consumers, 78, 83–84, 252
as CC employees, 265, 266, 319, 405
Afri-Kola, (beverage) 96, 121
AIDS pandemic, CC Company and, 442
Albania, CC in, 368
Albany Movement, 264
Alcohol, in CC, 105–106, 488, 490, 492
Alderton, Charles, 14
Alexander, M.P., 30, 33
Algeria, CC in, 408
Allen, Herb, 321, 322, 411–412, 413, 434
Allen, Ida Bailey, 166–167
Allen, Ivan, Jr., 265, 267, 271–272
Allen, Martha M., 105, 106–107
Allende, Salvador, 285
Alm, John, 429–430, 445
Alven, Dick, 294, 328
American Beverage Association, 440, 464
American Bottlers of Carbonated Beverages (ABCB), 176
American Idol, Coke sponsorship of, 423
Amnesty International, 298, 314
Anchor bottlers, 383–384, 407
Angola, CC in, 369
Anslinger, Harry J., 173, 174, 260
Anti-apartheid protests, 345, 350
Antitrust investigations against CC Company, 407, 420, 436, 437
Aqua-Chem, 279, 326
Aquafina (beverage), 418, 422, 462
Arab countries, CC and, 269–271, 366, 369
Arbenz, Jacobo, 230
Argentina, CC in, 229–230, 366
Arizona Tea (beverage), 445, 448
Arnall, Ellis, 172–173
Aspartame (sweetener), 324, 439, 446
Atlanta, Georgia, 18–19, 29–30, 48
Asa Candler and, 90–91, 117–119
CC Company and, 131, 133, 484
segregation in, 234–235, 252, 267
Woodruff and, 233–235
Atlanta Civics (Smith), 118
Austin, J. Paul, 259–260, 262, 263, 268, 273–276, 285–287, 293, 299, 313, 316–317, 498
Alzheimer’s disease and, 217, 291–292, 298, 301–302, 303, 316, 393
Arab boycott and, 269–271
civil rights and, 263, 264–266
complaint regarding wife, 309–310
environmental concerns, 279–280
halo effect and, 276, 280, 500
Jimmy Carter and, 292, 293, 497
labor issues and, 277–279, 297–298
overseas markets and, 261, 269, 282, 290–291
Austin, Jeane Weed, 302, 309–310
Australia, CC in, 368, 383, 407, 439, 440
Austria, CC in, 208–209, 226, 368
Ayoub, Sam, 312, 317, 346
Backer, Bill, 258, 272, 282–283, 288, 300, 334, 409
Bacon, Paul, 189
Balam, Manuel Lopez, 297
Barbee, Cecil, 165n, 238
Barbee brothers (Stanley and Al), 165, 165n
Barber, Benjamin, 479–480
Barclay, McClelland, 151
Barnet, Herb, 240
Barrels and Kegs trial, 81, 110–115
Barron, Willie, 266
Batten, Barton, Durstine & Osborn (BBDO), 258, 259, 272, 294, 320, 355
Beach, Ralph, 155
Beard, George, 8
Bekker, Bill, 229–230
Belching Out the Devil (Thomas), 460
Belgium, CC in, 226, 360, 405–407, 408, 420, 500
Belize citrus project, 351
Bell, Griffin, 293
Bellingrath, Walter, 135
Benzene, in CC drinks, 449
Bergin, John, 259, 301, 320, 321, 328, 331, 355, 363, 374, 409
Berlin Cameron, 422–423, 432–433, 439
Berlin Wall, fall of, 366, 367
Beverage Institute for Health and Wellness, 440
Bidault, Georges, 224
Biedenharn, Joe, 70, 163
Big Beverage (Campbell), 72
Bikoff, Darius, 448
Billboard advertising, for CC, 152
Bill & Melinda Gates Foundation, 458, 482
bin Laden, Osama, 468
Bisphenol-A (BPA), in CC packaging, 477
Black, Eugene, 229
Black Friday, 253–254
Black market, for CC, 196, 199–200
Blanding, Michael, 461
Block, Jason, 464
Bloodworth, E.H., 37, 38, 54n
Bloomberg, Michael, 474
Boesak, Allan, 350
Bogle, John, 391
Bogusky, Alex, 475
BonAqa (beverage), 306
Bondurant, Emmet, 313, 323–324, 340, 349, 351, 352, 364
Boone, Charles, 266
Botanic Blood Balm (B.B.B.), 48, 49, 52, 53
Bottle cap, crimped crown, 70
Bottled and Sold (Gleick), 463
Bottle deposit bills, 279, 484
Bottlers and bottling, 69–70. See also Coca-Cola bottlers; Pepsi bottlers
Bottom line, paying attention to, 317, 363, 498
Bottoms, Charlie, 249, 253, 266, 274, 354
Bouchel, Onezime, 125
Boulet, Paul, 224
Bowen, Gordon, 373–374
Bradham, Caleb, 177
Bradley, Omar, 187
Bradley, W.C., 128, 133
Braendle, Gene, 189–190
Brand equity, 494–495
Brand manager system, 273–274
Branson, Richard, 371
Brazil, CC and Pepsi in, 227, 230, 359, 366, 403, 405, 407, 408
BreakMate, 354–355
Brewers, CC and Prohibition lobby, 102
Brinton, John, 270–271
Broadwater, Bob, 279–280, 282, 290, 291, 294
Brock, John, 445, 454
For God, Country, and Coca-Cola Page 84