Table Of ContentPAT WATTERS
Trade-mark ®
AN ILLUSTRATED HISTORY
THE UNAUTHORIZED,
PEOPLE-BEHIND-THE-BUSINESS
ACCOUNT OF A SOUTHERN
INDUSTRY'S RISE TO
INTERNATIONAL SUCCESS
FEATURING 100 PHOTOS.
c.c.
$12.95
AN ILLUSTRATED HISTORY
It all began in Atlanta, back in the year
1886, when Dr. John Pemberton con
cocted a syrup in his backyard for a
soda-fountain drink he planned to sell
for a nickel a glass. Today that same
drink is sold in 13.5 countries around
the world-the most widely sold trade
marked product in history. What hap
pened in between is the all-American
story of CocA-COLA.
It is a story comprised of one part
hard work, one part southern gentility,
one part go-getting modernism. It stars
such Horatio Alger prototypes as Asa
Candler and Robert Woodruff, whose
brilliant advertising and marketing
strategies put Coca-Cola on the map
of corporate giants and changed the
face of American sales advertising.
Intertwined in the story are won
derful bits of Coca-Cola lore: In the
1920's the Woman's Christian Temper
ance Union tried to impinge the "in
tegrity" of Coca-Cola; on December 6,
1920, Justice Oliver Wendell Holmes
delivered a landmark opinion in the
Supreme Court that insured the right
of the company to the trademark
Coca-Cow; during World War II the
(continued on back flap)
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The Coca-Col.l Sampler
The Most Often Asked Questions
-How many p1!oplc know the secret formula of Coco-Cola, including the mysterious
ingredient No. 7X? see page 40.
-Did Coca-Cola ever contain cocaine? see p,1ge 41.
-\Vhat's the significance of the traditional Coca-Cola bottle design? see p11ges 83ff.
A Quiz for the General Reader
-The inventor of Coca-Cola also named it. True __ False __ see page 6.
-\Vho first bottled Coca-Cola? see page 5-1-.
-Does The Coca-Cola Company also bottle the beverage, Coca-Cola? see pages 65ff.
-How did Coca-Cola change America's image of Christmas? see page 151.
-Is Coca-Cola sold behind the Iron Curtain? see page 196.
-\ Vhat is the most valuable Coca-Cola collectible? see page 285 .
A Quiz for the Genuine Coca-Cola Buff
1. ls Coca-Cola the same drink today as when it was invented by Dr. Pemberton?
Yes __ No __ see page 23.
2. \Vas Coca-Cola ever considered an aphrodisiac? Yes __ No __ see page 15.
3. Heating the syrup is still a part of the manufacturing process, as when Dr. Pember
ton heated the first batch in a brass kettle. True __ False __ see page 107.
4.- Frank J\1. Robinson designed the famous Coca-Cola trademark by writing it out in
his fine Spencerian hand in one sitting. True __ False __ see page 15.
5. Archie Lee wrote the famous slogan, "The Pause that Refreshes." True __
False __ see page 228.
6. Asa Candler sold the bottling rights for Coca-Cola at a price of $10 million __
$1.00 __ $50,000 __ None of these __ see page 57.
7. \Vhat was the title of the first nm·cl about Coca-Cola? see pages 74ff.
8. \Vho invented the original Fanta drink and under what circumstances? see page 170.
9. After Robert \V. \Voodruff's retirement in 1955, who was the "Boss" of Coca
Cola? see page 202.
Favorite Anecdotes in the Coca-Cola Story
-How did carbonated, rather than plain, water come to be added to the syrup? see
page 16.
-How did the term "soda pop" originate? see page 56.
-\Vfiat was the message sent from Coca-Cola's German bottler immediately following
the end of World \Var II? see page 176.
-What has been the relationship between U. S. Presidents and Coca-Cola? see pages
240/f.
-\Vhat about the long-time lm·e affair between bees and Coca-Cola syrup? see pages
267/f.
-\Vhat is the all-time favorite anecdote? see page 198.
One of the early "pretty girl" posters, a major element in the early 1900s advertising
campaigns.
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Other books by Pat Watters
The Angry Middle-Aged Man
Down to Now: Recollections of the Civil Rights Movement
The South and the Nation
Trade-mark®
An
Illustrated History
PAT WATTERS
DOUBLEDAY & COMPANY, INC.
GARDEN CITY, NEW YORK
I 9 7 8
A cknowled g111e11ts
The author and publishe� express their appreciation to the following for permission to in
clude excerpts from the material indicated:
Atlanta magazine for "Coca-Cola's Project Alpha" by Bill Diehl (May 1963); reprinted by
permission of At/al/ta magazine.
The Atlanta Journal and Co11stit11tio11 for Tbe At/ama Coustitution (May 13, 1886); The
Atlanta journal (April 22, 1891; December 10, 1908; Nm·ember 23, 1908; December 11, 1913;
December 21, 1910; September 8, 1920; July 28, 1930); and The Atlanta journal-Constitution
(September 11, 1977).
The Coca-Cola Company for the following publications:
"The True Origins of Coca-Cola: Additional Facts Relating to Its Early History"
bv Charles Howard Candler. Unpublished article. 11 pp. (1 932). This is an uncopyrighted
piece produced for The Coca-Cola Company.
Tbe Coca-Cola Co111pany: An Illustrated Profile of a lf'o rldwide Co111pany. Copy
right: The Coca-Cola Company. 1974.
Opinions, Orders, lu,i1111ctions aud Decrees Relating to Unfair Co111petition and /n
friugemeut of Trade-Mark. The Coca-Cola Company. 3 Yolumes. Vol. I (1923); Vols. II
and III (1 939). An uncopyrighted work produced by the Legal Department of The Coca
Cola Company.
Tbirty-tbree Years witb Coca-Cola, 1890-1923 by Charles Howard Candler. Only four
bound copies of this publication were printed. 1945. This booklet was produced for The
Coca-Cola Company and is an uncopyrighted piece.
Tbe Coca-Cola Bottler
1Fbat is it? 1Vbat it is: luteresting History of Coca-Co/a ... From May, 1886 to
January 1901.T his is an uncopyrighted piece produced for The Coca-Cola Company.
Twe11ty-Seco11d Ammal Report of Presidem to Stockbo/ders. January 22, 1914. This
is an uncopyrighted piece published for the stockholders of The Coca-Coia Company.
Sixteemb Annual Report of Presidem to Stockbolders. January z,, 1908. This is an
uncopyrighted piece published for the stockholders of The Coca-C�Ia Company.
Robert Wiusbip Woodruff by E. J. Kahn. Published in 1969. Copyright is held by The
Coca-Cola Company.
A111111a/ Report to tbe Stockbolders for tbe rear I9 28. February 5, 1929. This is an
uncnpyrighted piece published for the stockholders of The Coca-Cola Company.
Coca-Co/a in lf 'orld lf'ar II by James ,\1. Kahn. Unpublished manuscript commis
sioned hy The Coca-Cola Company in 1946. This piece was ncnr copyrighted but was
produced for The Coca-Cola Company.
/cbauway Plautation by Charles Elliott. This Yolume was published in 1974 and the
copyright is held by ,\1r. Robert \\'. \ Voodruff.
Tbe Refr esber.T his is a Company publication for The Coca-Cola Company.
Excerpts from the aboYe publications were reprinted by permission of The Coca-Cola
Company.
"Coca-Cola" and "Coke'' are registered trademarks which identify the same product of
The Coca-Cola Company
Library of Congress Cataloging in Publication Data
\\'atters, Pat.
Coca-cola.
1. Coca-Cola Company-History. 2. Atlanta
Industries. ,. Atlanta-History, I. Title.
HD9349.C62 U 58 338.]'66'3620973
ISBN'; 0-385-13499-1
Library of Congress Catalog Card Number 77-16954
Copyrigbt © 1978 by Pat Watters
ALL RIGHTS RESER\'ED
PRIN'TED IN' TllE UN'ITED STATES OF A1\1LRICA
9 8 7 6 5 4 3 2
BOOK DESIGN BY M FRAN'KLl:S-PLYMPTON'
