The Coke Machine - Michael Blanding [159]
Page 68 “Bigger is better”: Hank Cardello, Stuffed: An Insider’s Look at Who’s (Really) Making America Fat (New York: HarperCollins, 2009), 18-19.
Page 68 new 20-ounce bottle: Martha T. Moore, “Coke’s Curvy Shape Is Back,”USA Today, March 28, 1994.
Page 68 reversing years of discounts: Kent Phillips, “Re-Profitizing the Industry,” Beverage World, September 1996.
Page 68 “Our goal was to make Coca-Cola ubiquitous”: Cardello, 134.
Page 68 “We’re putting ice-cold”: The Coca-Cola Company, Annual Report, 1997.
Page 68 “the most important meal of the day”: Chris Warren, “Start the Day Right: Harness the Profit Potential of Breakfast,” Refreshing News, Spring/Summer 2006, Coca-Cola Food Service.
Page 68 56.1 gallons . . . been in 1970: Marc Kaufman, “Fighting the Cola Wars in Schools,” Washington Post, March 23, 1999; Michael Jacobson, Liquid Candy: How Soft Drinks Are Harming Americans’ Health, Center for Science in the Public Interest, 2005 (rev. ed.); Bill Lohmann, “Soft Drinks Vie for Top Position,” United Press International, April 14, 1985.
Page 68 reclaimed 45 percent of the market: Frank Gibney, Jr., “Pepsi Gets Back in the Game: The Company Is on the Rebound with a New Vision, and an Old Problem: Coke,” Time, April 26, 1999.
Page 69 more than $4 billion in net income: Associated Press, “Coke CEO Aims at 2B Servings Daily,” March 3, 1998.
Page 69 3,500 percent increase . . . $88 a share by 1998: Dean Foust, “Coke’s Man on the Spot,” BusinessWeek, May 3, 1999.
Page 69 “We don’t know how”: Morris, “Roberto Goizueta and Jack Welch: The Wealth Builders.”
Page 69 Coke’s annual spending on advertising: Naomi Klein, No Logo: Taking Aim at the Brand Bullies (New York: Picador, 1999), 471.
Page 69 alienating many: Hays, 123-124; Pendergrast, 400.
Page 69 “move the needle”: Zyman, 3-5, 118, 172.
Page 69 “The sole purpose of marketing”: Zyman, 11.
Page 69 “spending to sell” . . . “we poured on more”: Zyman, 15.
Page 69 The domestic ad budget rose: Klein, No Logo, 471.
Page 70 It was Zyman’s job: Zyman, 138.
Page 70 “These are the consumers”: Zyman, 125.
Page 70 “dimensionalizing”... at every occasion: Zyman, 124, 129.
Page 70 compete for Coke’s vast advertising war chest: Zyman, 207.
Page 71 Hollywood powerhouse Creative Artists Agency: Naomi Klein, No Logo, 59.
Page 71 computer-generated family of polar bears: Matthew Grimm, “Coke Plans to Put Its Polar Bears to Work,” Adweek, June 21, 1993; Dottie Enrico, “Coke’s Polar Bear Is a Papa Bear,” USA Today, December 8, 1994.
Page 71 Philip Morris cut the price . . . death knell for the brand: Klein, No Logo, 12-13.
Page 71 “We are getting a bum rap”: John Huey, “The World’s Best Brand CEO,” Fortune, May 31, 1993.
Page 71 companies that succeeded . . . top of her list: Klein, No Logo, 21.
Page 71 original World of Coca-Cola: Klein, No Logo, 29.
Page 72 worth more than a billion dollars: Hays, 170.
Page 72 able to avoid paying: David Cay Johnston, Perfectly Legal: The Covert Campaign to Rig Our Tax System to Benefit the Super Rich—and Cheat Everybody Else (New York: Portfolio, 2003), 51.
Page 72 if anything, more relentless . . . “From his earliest”: Hays, 31-34.
Page 72 buying up any bottlers that were for sale: Oliver, The Real Coke, the Real Story, 31-42.
Page 72 own 49 percent: Hays, 42.
Page 72 forced the new bottling company: Hays, 52-53.
Page 73 “anchor bottlers”: Roberto C. Goizueta, “The Emerging Post-Conglomerate Era: Changing the Shape of Corporate America,” January 1988.
Page 73 rolled right off Coke’s books: Hays, 62.
Page 73 “new era in American capitalism”: Goizueta, “The Emerging Post-Conglomerate Era.”
Page 73 force bottlers to buy syrup: Hays, 151.
Page 73 “marketing support”: Hays, 154.
Page 73 enormous amounts of debt: Hays, 157.
Page 73 “iceman” . . . phones were tapped: Hays, 174-176.
Page 73 “360-degree landscape of Coke”: Hays, 7.
Page 73 “What I always wonder”: Hays, 175.
Page 74 all but howling along: Hays, 35.
Page 74 Coke