The Coke Machine - Michael Blanding [156]
Page 48 personally transferred it by train: Dietz, 97.
Page 48 “Robert Woodruff could still look”: Louis and Yazijian, 45.
Page 48 a backlash against the greed of corporations: Beatty, 263-272.
Page 48 he up and moved to Wilmington: Wells, 115.
Page 48 available everywhere . . . available for a nickel: Louis and Yazijian, 56.
Page 48 “The opening of foreign markets is a costly undertaking”: 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 Coke,” Cokeheads: Exploring the New World of Coke, 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).
Page 49 One of Coke’s own . . . offered an exemption: Pendergrast, 196-197.
Page 50 reportedly had been in talks with the government: Louis and Yazijian, 67.
Page 50 order signed by General George C. Marshall . . . North Africa campaign: Pendergrast, 198-201; Allen, 255.
Page 50 “You don’t fuck with Coca-Cola!”: Howard Fast, Being Red (Boston: Houghton Mifflin, 1990), 10.
Page 50 “If anyone were to ask us”: Pendergrast, 206.
Page 50 “To my mind, I am”: Kahn, 12.
Page 50 full-color ads: Wrynn, 37-78.
Page 50 One ad in 1946 . . . A sign at Coke’s own: Louis and Yazijian, 78.
Page 51 Ray Powers . . . ending “Heil Hitler”: Pendergrast, 214.
Page 51 Max Keith . . . mustache: Pendergrast, 217-219.
Page 51 Nazi Youth rallies . . . bottler conventions: Pendergrast, 220-221.
Page 51 Keith wangled an appointment . . . Nazi general: Pendergrast, 221-223.
Page 51 Coca-Cola investigators . . . modest amount of profit: Allen, 264.
Page 52 sixty-three overseas bottling plants, financed for $5.5 million: Allen, 265.
Page 52 just 20 percent of one year’s net profits: The Coca-Cola Company, Annual Report, 1945.
Page 52 In 1950, Time magazine: Time, May 15, 1950.
Page 52 shifting from D’Arcy to a new agency: Dietz, 167; Sivulka, 265.
Page 52 the company was unexpectedly rudderless: Allen, 297.
Page 52 falling flat in the messier conflict with Korea: Watters, 224.
Page 53 Madison Avenue again turned . . . attribute that sets a product apart: Mark Tungate, Ad Land: A Global History of Advertising (London: Kogan Page, 2007), 44.
Page 53 North Carolina pharmacist . . . stomachache: Milward W. Martin, Twelve Full Ounces: The Story of Pepsi-Cola (New York: Holt, Rinehart and Winston, 1962), 5-7.
Page 53 three hundred bottlers in twenty-four states: Martin, 28-31.
Page 53 spike in sugar prices all but put it out of business: Martin, 33-45.
Page 53 The company probably would have died . . . $50,000 in 1933: Pendergrast, 188-190. Page 53 12-ounce beer bottles . . . $4 million in 1938: Martin, 60-61.
Page 53 infectious jingle: Martin, 103-104.
Page 54 went straight to the government . . . any company could use: Allen, 243-244. Page 54 Coke sued for peace: Allen, 191-192.
Page 54 “Stay young and fair” . . . $14 million by 1955: Martin, 133.
Page 54 Coke’s market share began slipping . . . “Coke can hardly”: Pendergrast, 256. Page 54 “For those who think young”: Sivulka, 261.
Page 54 In 1956 . . . $53 million a year: Vance Packard, The Hidden Persuaders (New York: Simon & Schuster, 1953), 95.
Page 55 surveying customers in all of 1.6 million retail outlets: Kahn, 153.
Page 55 newfangled approach of “motivational research”: Packard, 23, 215.
Page 55 Maidenform . . . exploited: Sivulka, 267.
Page 55 “possible symbolic mistress”: Packard, 82.
Page 55 “The greater the similarity”: Packard, 17.
Page 55 Vance Packard exposed the “depth boys”: Packard, 24-25.
Page 55 researcher named James Vicary . . . made the whole thing up: August Bullock, The Secret Sales Pitch: An Overview of Subliminal Advertising (San Jose, CA: Norwich, 2004), 8-10; Stuart Rogers, “How a Publicity Blitz Created the Myth of Subliminal Advertising,” Public Relations Quarterly 37, no. 4 (Winter 1992/1993), 12-17.
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