Fizz Read online

  “If you think you can do better…” Daniel J. Forrestall, “The History of the Seven-Up Company,” unpublished manuscript, 1989, Dr Pepper Museum Collection.

  “simply in order to line up …” Ibid.

  “There may be war” … Quoted in Pendergrast, For God, Country & Coca-Cola.

  “We’d bring him a sample…” Quoted in Robert Lockwood Mills with Harry Maurer, Thomas Elmezzi: The Man Who Kept the Secret (Great Neck, NY: JET Foundation Press, 2004), 28.

  “under no circumstances …” Pepsi-Cola Company v. The Coca-Cola Company, Supreme Court of the State of New York, County of Queens, motion for the defense, September 17, 1940, Robert Winship Woodruff Papers.

  “A lot of people thought I was …” Walter Mack, speech to the Pepsi-Cola Bottling Association Annual Meeting, November 21, 1975.

  “It was like a two-headed monster…” Walter Mack with Peter Buckley, No Time Lost: The Autobiography of Walter Mack (New York: Atheneum, 1982), 120.

  “For whatever reasons, our several radio experiments …” Ralph Hayes, letter, September 8, 1938, Robert Winship Woodruff Papers.

  “When I listen to some of the jingles …” Mack, No Time Lost, 136.

  6. Was Ist Coca-Cola?

  In 1919 the company granted … Pendergrast, For God, Country & Coca-Cola.

  “If Hitler comes to power…” Ray Powers, letter to Robert Woodruff, October 7, 1930, Robert Winship Woodruff Papers.

  “We had millions and millions …” Max Keith, interview, June 29-30, 1966, Robert Winship Woodruff Papers.

  “loud and arrogant manner” … “Coca-Cola?—What Is It and Where Does It Come From?,” German leaflet, trans. September 4, 1936, Robert Winship Woodruff Papers.

  “They claimed we were an American-Jewish company…” Keith, interview.

  As the German assault smashed through … Allen, Secret Formula, 245-46.

  “not sufficiently important…” Ministry of Food, “History of the Soft Drinks Industry (War-Time) Association Ltd.,” report, 1946, National Archives of the United Kingdom, London, UK.

  “the time will come …” Pepsi-Cola, print advertisement, Bath Chronicle and Weekly Gazette, July 15, 1944.

  “We, members of the Associated Press …” Quoted in Allen, Secret Formula, 250.

  “not merely with guns …” James A. Farley, speech to the 23rd Annual Convention of American Bottlers of Carbonated Beverages, November 13, 1941, Robert Winship Woodruff Papers.

  “I have the honor to inform you …” US Office of the Military Attaché, Pretoria, Transvaal, letter to R. Stuttaford, September 18, 1942, Coca-Cola Company Archives, Coca-Cola Company, Atlanta, GA.

  “Yesterday was a red letter day …” Lt. W. J. Forbes, letter to Mrs. Williams, August 15, 1949, Coca-Cola Company Archives.

  “After eyeing it till…” Lt. W. P. Gaddis Jr., letter to his mother in Berkeley, California, undated, Coca-Cola Company Archives.

  “If anyone asked us …” Walt Bielski et al., letter to Robert Woodruff, September 8, 1943, Coca-Cola Company Archives.

  “I don’t know exactly …” Robert L. Scott, God Is My Co-Pilot (Broomfield, CO: Summa Iru Speciality Publishing, 2011). Kindle ed.

  “Memories started coming back to me …” Quoted in Kahn, The Big Drink, 13.

  “I could have hit that…” Mack, No Time Lost, 147.

  “This to my mind is …” F. J. H. Corbyn, letter to D. R. Lamb, May 8, 1944, National Archives of the United Kingdom.

  “It would be a gross waste of transport…” F. J. H. Corbyn, letter to E. M. Hugh-Jones, May 9, 1944, National Archives of the United Kingdom.

  “America never contributed anything…” Quoted in Pendergrast, For God, Country & Coca-Cola.

  “the leftovers of the leftovers”… Keith, interview.

  “One of Carl West’s employees …” Keith, interview.

  7. Cola-Colonization

  “It was a product saying …” Bill Backer, “Bill Backer Interviewed About ‘I’d Like to Buy the World a Coke,’” interview by the Coca-Cola Archives, 2007, YouTube video posted by CokeConversations, October 7, 2011, www.youtube.com/watch?v=tSNU1TvF4pc.

  “It was so drab …” Quoted in David Ellwood, “The American Challenge in Uniform: The Arrival of America’s Armies in World War II and European Women,” European Journal of American Studies, special issue 2012, document 8 (March 29, 2012): http://ejas.revues.org/9577.

  “American social invasion” … Fred Moten, “The New International of Rhythmic Feeling(s),” in Sonic Interventions, edited by Sylvia Mieszkowski, Joy Smith, and Marijke de Valck (Amsterdam: Rodopi, 2007), 42.

  “fresh out of Japans” … J. Paul Austin, letter to Robert Woodruff, May 4, 1973, Robert Winship Woodruff Papers.

  “empty Coca-Cola bottles …” Yukio Mishima, The Decay of the Angel (London: Vintage Books, 2001; orig. publ. 1971), 7.

  “the foreboding noises …” “The Greatest Commercial Mystery of the Century,” Paris Match, undated translation, Robert Winship Woodruff Papers.

  “Are we being Coca-Colonized?”… Richard F. Kuisel, Seducing the French: The Dilemma of Americanization, (Berkeley: University of California Press, 1993), http://publishing.cdlib.org/ucpressebooks/view?docId=ft4w10060w.

  “personal grudge against us” … Ibid.

  “Coca-Cola was not injurious …” Quoted Pendergrast, For God, Country & Coca-Cola.

  “the generous supply of home-grown sorghum” … Richard Nixon, letter to Robert Woodruff, December 15, 1959, Robert Winship Woodruff Papers.

  “That is home-grown Georgia cane syrup …” Robert Woodruff, letter to Richard Nixon, December 21, 1959, Robert Winship Woodruff Papers.

  “You will never get any real trade…” Quoted in Stephen Aris, “Things Went Better for Pepsi than for Coke in Moscow,” Age, December 5, 1972.

  “Georgia has a particular advantage…” Quoted in Joe Albright, “Lawyers Study Question of Duncan’s Coke Stock,” Atlanta Constitution, undated news clipping, Robert Winship Woodruff Papers.

  “degenerate capitalism” … Quoted in Pendergrast, For God, Country & Coca-Cola.

  “This agreement is more than just a sales contract…” Ian Wilson, “Remarks for China Agreement News Conference,” undated, Coca-Cola Collection.

  “We’re here to cure people …” “Mount Sinai Ends Coca-Cola Boycott,” New York Post, April 12, 1966, Robert Winship Woodruff Papers.

  “evidence of the company’s independence …” Morris B. Abram, statement, April 15, 1966, Robert Winship Woodruff Papers.

  “bad faith” … B. H. Oehlert Jr., letter to John R. Talley, April 25, 1966, Robert Winship Woodruff Papers.

  “the American ambassador is particularly…” Alexander Makinsky, letter to John R. Talley, July 11, 1966, Robert Winship Woodruff Papers.

  “Coca-Cola is non-essential to Egypt…” Ibid.

  “I feel sure that the administration …” B. H. Oehlert, letter to James H. Bahti, August 11, 1966, Robert Winship Woodruff Papers.

  Rashad Mourad… V. G. Hoppers, letter to John R. Talley, July 27, 1966, Robert Winship Woodruff Papers.

  “Cola is like beer…” Samanth Subramanian, “The Real Thing,” PORT Magazine, winter 2011.

  “I tell [my daughter]…” Calvin Sims, “Lima Journal; Peru’s Pride That Refreshes,” New York Times, December 26, 1995, www.nytimes.com/1995/12/26/world/lima-journal-peru-s-pride-that-refreshes-kola-of-a-local-color.html.

  “a grand pick-me-up …” Robin Barr and Mark Jephcott, Robert Barr, 1875-2001. (Glasgow: A. G. Barr plc, 2001), 12.

  “a foreign policy whose principal accomplishment…” Quoted in “Guided Readings: American Foreign Policy in the 1970s,” Gilder Lehrman Institute of American History, accessed February 25, 2013, www.gilderlehrman.org/history-by-era/seventies/resources/guided-readings-american-foreign-policy-1970s.

  One witness … Graham Davies, “The Week the Wall Came Down,” December 1, 1989, www.camsoftpartners.co.uk/berlin.htm.

  “The
re were thousands of cars …” Quoted in Neville Isdell with David Beasley, Inside Coca-Cola (New York: St Martin’s Press, 2011), 121.

  8. Racists, Eco-Freaks and Cancer Rats

  “an unrepentant capitalist…” Mack, No Time Lost, viii.

  “a forward step by business …” Quoted in Stephanie Capparell, The Real Pepsi Challenge: How One Pioneering Company Broke Color Barriers in 1940s American Business (New York: Wall Street Journal Books, 2007), 20.

  “No one knew anything …” Allen McKellar Jr., “Pepsi’s Real Challenge: Integrating Corporate America,” Walker Speaker Series, Webster University, accessed February 23, 2013, http://blogs.webster.edu/webstertoday/2012/02/17/walker-speaker-series-integrating-corporate-america-at-pepsi.

  “She couldn’t understand…” Quoted in Capparell, The Real Pepsi Challenge, 22.

  “Yassuh … it’s genu-wine Hires”… Hires, print advertisement, Life, September 6, 1937.

  “the second-greatest governor…” Quoted in Capparell, The Real Pepsi Challenge, 179.

  “Below, Picture of Negro vice president of Pepsi-Cola …” Quoted in Capparell, The Real Pepsi Challenge, 269-70.

  Cans, the company’s ads … Cantrell & Cochrane, “Now! Your Favorite Soft Drinks in Cans!,” print advertisement for Super Beverages, Daily Mirror, June 10, 1953, Robert Winship Woodruff Papers.

  “The time has come for you …” Quoted in Allen, Secret Formula, 276.

  Back then its vision of the legendary symbol… “History of Psyche,” White Rocking, accessed February 19, 2013, www.whiterocking.org/pwc.html.

  “The modern woman owes a lot…” Pepsi-Cola, “Pepsi, the Light Refreshment,” print advertisement, American Weekly, January 25, 1953, Robert Winship Woodruff Papers.

  pretending to be a fat man … W. T. Johnson, memo to Hunter Bell, March 3, 1953, Robert Winship Woodruff Papers.

  “A dollar’s worth of sugar…” Douglas W. Cray, “Battle over Sweeteners Turns Bitter,” New York Times, June 1, 1969.

  “to induce cancer in man …” “The Delaney Paradox and Negligible Risk,” Pesticide Safety Education Program, accessed January 7, 2013, http://psep.cce.cornell.edu/issues/delaney-negrisk.aspx.

  “Action affecting the use of saccharin …” J. Paul Austin, letter to Robert H. Finch, April 14, 1970, Robert Winship Woodruff Papers.

  “Use of this product…” W. F. “Bill” Massmann, “Government Intervention,” Clock Dial, July-August 1978, Dr Pepper Museum Collection.

  “ecology freaks …” “Earth Week April 17-26: It’s the Real Thing,” Great Speckled Bird, April 20, 1970.

  “We had about a week …” Quoted in Robert Lamb, Promising the Earth (Abingdon, UK: Routledge, 1996), 40.

  “There is a definite feeling …” Eugene C. Smith, memo, June 30, 1967, Robert Winship Woodruff Papers.

  “Even though it’s far more economical…” J. Paul Austin, “Environmental Renewal or Oblivion … Quo Vadis?,” speech to the Georgia Bankers Association, April 16, 1970, Robert Winship Woodruff Papers.

  9. A Better Mousetrap

  “After the Second World War…” “Giants of Advertising: Alan Pottasch,” Advertising Educational Foundation, accessed February 26, 2013, www.aef.com/industry/industry_leaders/giants_of_advertising.

  “made to order for the Pepsi Generation”… Pepsi-Cola, “Pepsi One Way,” print advertisement, Victoria Advocate, June 3, 1966.

  “No doubt, it’s a rather unusual…” Seven-Up Company, The Uncola: American Contemporary Graphics Exhibit, undated booklet, Dr Pepper Museum Collection.

  “We have become part of the environment” … Quoted in “Coke’s Formula: Keep the Image Fresh,” Business Week, April 25, 1970.

  “Woodrow Wilson Clements …” Quoted in Jeffrey L. Rodengen, The Legend of Dr Pepper/Seven-Up (Fort Lauderdale, FL: Write Stuff Syndicate, 1995), 65.

  “All of us badly…” John Sculley with John A. Byrne, Odyssey: Pepsi to Apple (Glasgow: Fontana Paperbacks, 1989), 50.

  “Well, I’ll be darned” … Quoted in Sculley, Odyssey, 73.

  “The commercials on TV…” Pepsi-Cola, “The Pepsi Challenge at the C.N.E.,” television advertisement, 1977, YouTube video posted by robatsea2009, September 13, 2011, www.youtube.com/watch?v=7Py_QMLFK0.

  “I’m going to go with Pepsi for sure” … Pepsi-Cola, Pepsi Challenge television advertisement, 1983, YouTube video posted by GrubcoTV3, December 23, 2008, www.youtube.com/watch?v=v7lw_vhxtNc.

  “pulling their wily tricks” … Quoted in Thomas Oliver, The Real Coke, the Real Story (London: Elm Tree Books, 1986), 47.

  “Do you want to spend the rest of your life …” Quoted in Sculley, Odyssey, 135.

  “We needed a campaign that would…” Sculley, Odyssey, 240.

  “That was a John Sculley…” Andrea Cunningham, interview by Wendy Marinaccio, July 14, 2000, in Making the Macintosh (online collection), http://www-sul.stanford.edu/mac/primary/interviews/cunningham/trans.html.

  “Look at orange juice advertising …” Quoted in J. C. Louis and Harvey Z. Yazijian, Cola Wars (New York: Everest House Publishers, 1980), 129.

  “The fundamental change …” Quoted in Louis and Yazijian, Cola Wars, 130.

  “The days are gone …” Quoted in Oliver, The Real Coke, 62-63.

  “If you’re number two …” Ibid., 51.

  “This is Michael Jackson …” Quoted in Enrico and Kornbluth, The Other Guy Blinked, 92.

  “What do you say…” Ibid., 102.

  “I don’t want you to show …” Ibid., 107.

  “I was dancing down …” Michael Jackson, Moonwalk (London: William Heinemann, 1988), 236.

  “That was where I learned…” Ray Kroc with Robert Anderson, Grinding it Out: The Making of McDonald’s (London: St Martin’s Paperbacks, 2011), 17.

  “We will soon be unfolding…” Quoted in Pendergrast, For God, Country & Coca-Cola.

  One reporter asked Goizueta … Quoted in Oliver, The Real Coke, 133.

  “There are two things …” Quoted in Erik P. Smith, “Was the New Coke-Old Coke Skirmish Actually Planned?,” Spokesman-Review, July 23, 1985.

  “The sorrow is knowing …” Quoted in Hays, Pop.

  “you boys made a BIG mistake” … Karen Raney, letter to Robert Woodruff, May 10, 1985, Robert Winship Woodruff Papers.

  “You bastard!…” Quoted in Pendergrast, For God, Country & Coca-Cola.

  “You have given us back our dream” … Quoted in Pendergrast, For God, Country & Coca-Cola.

  “I feel like a lost friend …”% Quoted in Pendergrast, For God, Country & Coca-Cola.

  “phased out and totally eliminated” … Amanda Rosseter of the Coca-Cola Company, e-mail to the author, October 23, 2012.

  “We are not that dumb …” “What the Coke Brass Had to Say,” unattributed and undated news clipping, Coca-Cola Collection.

  10. Beverage Backlash

  Bon Jovi insisted… Associated Press, “Clients Make Peculiar Demands,” Beaver County Times, May 25, 1988.

  Stephen King turned the heroes … Stephen King, Desperation (London: Hodder & Stoughton, 1996).

  “One glass and the jet lag …” “Selling Energy,” Economist, May 9, 2002, www.economist.com/node/1120373?story_id=1120373.

  “The only things we took back …” “Learning from the Super 7,” BevNET, March 15, 2007, www.bevnet.com/magazine/issue/2007/2008-2-26-2008-super7.

  Another part of its energy blend … Valeria Matinuzzi, Danielle Peterson, Sean Iacobone, and Salah Badjou. “Effects and Effectiveness of Energy Drinks,” paper for the 2012 American Society for Engineering Education Northeast Section Conference, University of Massachusetts Lowell, April 27-28, 2012, http://acamedics.com/proceedings/aseene/2012/PM_3135.pdf; M.A. Heckman, K. Sherry, and E. Gonzalez de Meija, “Energy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in the United States,” Comprehensive Reviews in Food Science and Food Safety 9, no. 3 (May 2010), 303-17.

&nbs
p; “When we launched in Germany …” “Learning from the Super 7.”

  “greatest marketing stunt of all time” … Jenny Shaw, “Reading Room: Red Bull Stratos,” WPP, accessed February 23, 2013, www.wpp.com/wpp/marketing/digital/red-bull-stratos.

  “We realized that if we…” Heather Landi, “A Mighty Force,” Beverage World, January 15, 2009.

  “Monster is about action sports …” Landi, “A Mighty Force.”

  “We allowed the labels …” “Keep up with the Jones, Dude!,” Bloomberg Businessweek, October 25, 2005, www.businessweek.com/stories/2005-10-25/keep-up-with-the-jones-dude.

  In the early 1960s … “Overweight, Obesity, and Healthy Weight Among Persons 20 Years of Age and Over, by Selected Characteristics,” in Health, United States, 2010 (Hyattsville, MD: Centers for Disease Control and Prevention, 2011) www.cdc.gov/nchs/data/hus/hus10.pdf.

  But America led the pack … Organisation for Economic Co-operation and Development, “Obesity Update 2012,” policy brief, accessed February 21, 2013, www.oecd.org/health/49716427.pdf.

  “counter-offensive against attacks …” “Summary Outline of a Program for an Immediate Counter-Offensive Against Attacks on Coca-Cola on the Dental and Nutrition Fronts,” unattributed and undated report, Robert Winship Woodruff Papers.

  “We want to dislodge the cocksure…” “Summary Outline.”

  As soda sales peaked … Michael F. Jacobson, Liquid Candy: How Soft Drinks Are Harming Americans’ Health, 2nd ed. (Washington, DC: Center for Science in the Public Interest, 2005).

  “Orange Crush is served …” “Orange Crush and Kids—a ‘Natural Promotion,’” O-C News, May-June 1951, Dr Pepper Museum Collection.

  “Sorry, selling this juice …” Jacqueline Domac, “Sodas Out, Healthier Students In,” United Teacher Magazine, August 2002, www.nojunkfood.org/media/goodbye_cocacola.html.

  “It’s unfair because …”% Cara Mia DiMassa and Erika Hayasaki, “LA Schools Set to Can Soda Sales,” Los Angeles Times, August 25, 2002, www.organicconsumers.org/school/0901_schools_soda.cfm.