The Coke Machine - Michael Blanding [157]
Page 56 “You’d have to be an idiot” . . . “it’s precisely because we don’t”: Rob Walker, Buying In: The Secret Dialogue Between What We Buy and Who We Are (New York: Random House, 2008), 111, 68.
Page 56 Coke redoubled its efforts . . . to fill in the blank: Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234.
Page 56 both companies had an advertising style: Pendergrast, 274.
Page 56 Between 1954 and 1964 . . . 227 in 1964: Allen, 322.
Page 56 got over its single-product fetish: Allen, 330; Pendergrast, 272, 277-278.
Page 57 confronted the changing reality of America: Fox, 272.
Page 57 company stayed on the sidelines: Pendergrast, 266; Louis and Yazijian, 87.
Page 57 “I’ve heard the phrase”: Kahn, 158.
Page 57 Woodruff personally risked . . . company dragged its feet: Allen, 338-339; Pendergrast, 280-282.
Page 57 no soldier made of sugar in Danang: Allen, 349; Pendergrast, 286-287.
Page 57 Pepsi filled the gap: Pendergrast, 288.
Page 57 reached into the World War II archive to pull out: Pendergrast, 288.
Page 57 campaign protesting the deplorable conditions: Pendergrast, 293-295.
Page 58 effectively ended union representation: Jerry Jackson, “Grove Sale Deals Blow to Labor: Coca-Cola Transaction Cancels State’s Only Field Worker Contract,” Orlando Sentinel , February 14, 1994.
Page 58 company launched new initiatives: Pendergrast, 291, 296; Allen, 356.
Page 58 plane was fogged in . . . “a tiny bit of commonality”: Coca-Cola Heritage, “‘I’d Like to Buy the World a Coke’—The Hilltop Story,” http://www.thecoca-colacompany.com/heritage/cokelore_hilltop.html.
Page 58 the shoot was a nightmare: Pendergrast, 300.
Page 58 “sure-fire form of subliminal advertising”: “Have a Coke, World,” Newsweek, January 3, 1972.
Page 58 “Look Up, America!”: Pendergrast, 305-306.
Page 58 sales of soft drinks continued to soar: William Moore and Peter Buzzanell, Trends in U.S. Soft Drink Consumption. Demand Implications for Low-Calorie and Other Sweeteners, Sugar and Sweeteners: Situation and Outlook Report. U.S. Department of Agriculture, Economic Research Service, September 1991.
Page 59 “At Pepsi, we like the Cola Wars”: Tedlow, 104.
Page 59 new regional manager decided . . . liked Pepsi better: Thomas Oliver, The Real Coke, the Real Story (New York: Penguin, 1987), 49-53.
Page 59 The campaign doubled market share: Oliver, The Real Coke, the Real Story, 56-58.
Page 59 realized the scorched-earth tactics . . . “The Pepsi Challenge”: Tedlow, 106.
Page 59 more traditional forms of advertising: Al Reis and Jack Trout, The 22 Immutable Laws of Marketing (New York: HarperBusiness, 1993), 81.
Page 60 high of 60 percent after World War II: Allen, 402.
Page 60 just 22 percent . . . “advertising alone couldn’t”: Oliver, The Real Coke, the Real Story, 118.
Page 60 fled the island . . . learned the secret formula: Hays, 68-77.
Page 60 rise to the top . . . hotly contested top slot: Hays, 77-79, 89.
Page 60 “There are no sacred cows”: Oliver, The Real Coke, the Real Story, 74.
Page 61 The company should have known better: Oliver, The Real Coke, the Real Story, 127.
Page 61 The project was so secret: Oliver, The Real Coke, the Real Story, 138.
Page 61 Company executives stood: Oliver, The Real Coke, the Real Story, 155.
Page 61 montage of cowboys: Allen, 411.
Page 61 press corps leaped . . . Pepsi had nothing to do with it: Oliver, The Real Coke, the Real Story, 159-167.
Page 61 more than 400,000: Roger Enrico and Jesse Kornbluth, The Other Guy Blinked: How Pepsi Won the Cola Wars (Toronto: Bantam, 1986), 14.
Page 61 “You’ve taken away my childhood”: Hays, 118-119.
Page 61 “Changing Coke is like”: Allen, 414.
Page 61 “We have heard you” . . . “I think, by the end”: Matt Haig, Brand Failures: The Truth About the Biggest Branding Mistakes of All Time (London: Kogan Page, 2003), 17; Enrico and Kornbluth, 238.
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