For God, Country and Coca-Cola : The Definitive History of the Great American Soft Drink and the Company That Makes It Book

Coca-Cola has to be the world’s most ubiquitous icon – the most advertised commodity on the planet.

Page 124 (my book)
If the dividends from that one original 1919 share had been re-invested in Coco-Cola stock, which had split eleven times thus far, the $40 investment would be worth approximately $9.8 million by 2012. Using the same scale, if a forebear had purchased one of Asa’s [first CEO] $100 shares in 1892, it would bring approximately $8.6 billion.

There are many interesting facts and tidbits in this long, but well written book. It is well sectionalized into many different subjects. The author provides good portraits of the various leaders and CEO’s of Coca-Cola since its’ founding by Dr. John Pemberton in the 1880’s. Most of them were not particularly likeable, but I suppose that explains a part of what constitutes success.

I learnt a lot about the soft drink and it really is fascinating. Here are some of the highlights:

- Dr. John Pemberton was a chemist and in that era (1880’s) it was common for drinks to have a purported medical value, to be an elixir that soothed many bodily problems. With the start of the 20th Century these “magic” potion drinks started to disappear or were simply exposed as frauds. Coca-Cola altered its image and changed its’ advertising to emphasize enjoyment – an instant gratification drink.

- There was a small amount of cocaine in the drink which explains the buzz that it created! At the turn of the century the cocaine was removed, but coca leaves from Peru are still a part of the magic and secret formula. The coca leaves are now decocainized. This is not mentioned at the Coca-Cola Museum in Atlanta, Georgia.

- From the get-go Coca Cola always had aggressive advertising. Their logo started to appear everywhere – first in Atlanta, the Southern States...

- Originally Coca-Cola was a soda drink – available only at soda fountains. The owner, Asa Candler, had to be convinced to bottle the drink (with bottle caps). This further propelled consumption. But over the years there have been conflicts between the Coca-Cola bottlers and Coca-Cola.

- Coca-Cola is so cheap to produce which explains the enormous amounts of money that can be spent on advertising and marketing.

- Coca-Cola through a team of lawyers has very aggressively protected its name – and anyone who uses a part of its name would be brought to court. Pepsi-Cola was one of the few who were successful in this area.

- Which brings me to the point that Coca-Cola operates with religious zealotry! The aim of Coca-Cola is to acquire as many customers as possible, everywhere. They are out to proselytize the entire globe! . It has set up delocalized branches in all countries but North Korea and Cuba (but that will change very soon).The formula is more than just a trade secret – its’ like a religious potion. The competition with Pepsi is such that it is anathema in the hallowed halls of Coca-Cola to mention the competitor. Is Coca-Cola more popular than Jesus?

Page 368
Within two years of the fall of the Berlin Wall, sales [in East Germany] soared from zero to 1.7 billion drinks.

- Fanta was started by the Coca-Cola Company branch in Nazi Germany when they no longer , due to the war, got the syrup to make the traditional Coca-Cola. The author provides us with a history of Coca-Cola in Germany during the Nazi regime. The company has never shied away from remaining and functioning in repressive regimes – whether they are Nazi Germany or Latin American dictatorships.

Page 297
Sister Dorothy Gartland, a diminutive but strong willed nun representing the two hundred shares owned by the Sisters of Providence, subjected a resolution [at the annual Coca-Cola meeting in Delaware] calling for the development of minimal labor-relations standards in its worldwide franchises. ..But the nun was most urgently concerned over the Guatemalan Coca-Cola union... she introduced Israel Marquez...The uneasy Coke executives listened to a translator as [Mr. Marquez described the intimidation and violence faced by union organizers at the Coca-Cola plant].

Page 279
Ralph Nader asked [ Coca-Cola executive J. Paul Austin], “What’s a sensitive man like you, with a degree from Harvard Law School, doing pumping syrupy brown drinks into people’s stomachs?” ...Austen answered, “I don’t think there’s anything wrong with selling a refreshing drink.”

- During the 1980’s Coca-Cola was able to place its vending machines (along with glowing advertising) in schools and universities in the U.S. – with some of the profits going to the school boards. However, with the obesity and health crisis starting to escalate in the 1990’s many schools removed the vending machines and contracts were cancelled.

- Coca-Cola is master of advertising – think of all those jingles and blurbs over the decades –
“The real thing”
“The pause that refreshes”
The hilltop singers “I’d like to teach the world to sing...”
They have used Bill Cosby and Ray Charles (who switched to Pepsi) – and Santa Claus too
Norman Rockwell did paintings for Coca-Cola
They’re advertising is worldwide (the Olympics, The World Cup), but often locally adapted.

Also Coca-Cola knows how to overcome obstacles and mistakes – think of the fiasco of the “New” Coca-Cola in 1985. The company rebounds from miscues, recessions and health scares.

Perhaps the author can be a little too effusive in his praise – after all what is the nutritional value of this drink? And these aspects are brought up from time to time in the book. Yet one cannot help but admire the resounding world-wide success of this soft drink.

As a small note I drank two Coca-Cola’s while reading this book. I found it very sugary, carbonated and effervescent – BURP. I’ll stick with wine.