The Coke Machine - Michael Blanding [154]
Page 29 largest financial transaction: Kahn, 61.
Page 29 Not one of the children said a word: Candler, Asa Griggs Candler, 184.
Page 29 syndicate of three banks . . . three-man Voting Trust: Allen, 97-99; Pendergrast, 131.
Page 30 nearly 250 bottling plants . . . more than 1,000: The Coca-Cola Company, “Bottling Plants, 1886-1940,” Records of The Coca-Cola Co.; Tedlow, p. 44.
Page 30 price of sugar, which skyrocketed: Allen 104; Pendergrast, 127, 139.
Page 30 “parent bottlers” . . . $1.20 a gallon: Allen, 107-109.
Page 30 “contracts at will”: Pendergrast, 136.
Page 31 bottlers countered with a sliding scale: Allen, 114.
Page 31 The bottlers sued: Allen, 116.
Page 31 leeches . . . pocketed $5 million: Pendergrast, 138; Allen, 117.
Page 31 forced Dobbs to resign: Pendergrast, 139; Allen, 119-120.
Page 31 verdict in the bottler case: Pendergrast, 140-141.
Page 31 offered a compromise: Bottler agreement amendment, January 6, 1920, exhibit, The Coca-Cola Bottling Co. v. The Coca-Cola Company, U.S. District Court for the District of Delaware, 1920.
Page 31 take another sixty-five years: Hays, 24.
Page 31 back above $40: Allen, 138.
Page 31 to $24 million by 1923: The Coca-Cola Company, Annual Report, 1924.
Page 32 “They sold out a big share”: Candler, Asa Griggs Candler, 185.
Page 32 “I sometimes think that once”: Pendergrast, 132.
Page 32 “The syrup of life by now”: Watters, 109.
Page 32 scandalized Atlanta society: Pendergrast, 132; Allen, 152.
Page 32 “Everybody is dead but me”: Asa Candler testimony, My-Coca Company v. Baltimore Process Company, 1924.
Page 32 dying alone in a New York City hotel room: Pendergrast, 133.
Page 32 millions of dollars a year: The Coca-Cola Company, Annual Report, 1929.
CHAPTER 2. BUILDING THE BRAND
Page 36 “a woman with three breasts”: E. S. Turner, The Shocking History of Advertising! (New York: E. P. Dutton, 1953), 21-23.
Page 36 the first serious ads . . . runaway slaves: Sivulka, 7, 12.
Page 36 wine, wigs, and perfumes: Turner, 70-71.
Page 36 first advertising agency . . . succeed on its own merit: Stephen Fox, Mirror Makers: A History of American Advertising and Its Creators (Urbana and Chicago: University of Illinois Press, 1997), 14-15.
Page 36 first industry to throw good taste . . . collectible trade cards: Bingham, 117-124, 129-132.
Page 36 “step a mile into the open country”: Young, 122.
Page 36 One enterprising laxative maker . . . U.S. Government turned him down: David W. Dunlap, “Miss Liberty’s Scrapbook,” New York Times, May 18, 1986; Zach Nauth, “Some Trying to Cash In on Lady Liberty,” Los Angeles Times, March 30, 1985.
Page 37 new way to reach the masses: Young, 38-39.
Page 37 11 million medicine ads . . . name of a tablet or salve: Bingham, 113-114.
Page 37 “I can advertise dish water”: Young, 101.
Page 37 “The Army protects our country”: Carson, 100.
Page 37 Hembold’s Extract of Buchu: Sivulka, 39-40.
Page 37 half-robed girl entering or exiting a bath: Carson, 15, 25, 33, 103; Bingham, 107, color insert 39-40.
Page 37 “The greatest advertising men of my day”: Turner, 138-139.
Page 37 necessity for products sold nationally: Turner, 170-171; Jeffrey Schrank, Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America (New York: Dell, 1997), 109-110.
Page 37 concept of a “brand”: Sivulka, 48.
Page 37 from mere middlemen to full-stop shops: Fox, 13.
Page 38 developing cloying catchphrases: Turner, 110-111.
Page 38 “How really different was this product”: Tedlow, 27.
Page 38 spent more than $70 . . . earning less than $50: Pendergrast, 31, 475; Allen, 29.
Page 38 Coke’s Spencerian script . . . advertising accrual: Watters, 50.
Page 38 advertising budget had swollen to more than $11,000: Louis and Yazijian, 23.
Page 38 Coke’s very first ad: Atlanta Journal, May 26, 1886.
Page 39 touting the drink as refreshment and “nerve tonic”: Pendergrast, 30; Allen, 36.
Page 39 “satisfies the thirsty”: Louis and Yazijian, 95.
Page 39 Alfred Lasker . . . “We Do the Rest