Page 24 more than 250,000 gallons . . . over a million: The Coca-Cola Company, Annual Report, 1923; Tedlow, p. 29. The Coca-Cola Company, Annual Report, 1923; Tedlow, p. 29.

Page 24 $1.5 million in sales: Tedlow, 29. Tedlow, 29.

Page 24 In 1899, a Chattanooga lawyer . . . worked their territory: Allen, 106-107, 109; Pendergrast, 69-71. Allen, 106-107, 109; Pendergrast, 69-71.

Page 25 Sam Dobbs had been urging: Allen, 68. Allen, 68.

Page 25 Chero-Cola . . . Coca & Cola: Roy W. Johnson, "Why 7,000 Imitations of Coca-Cola Are in the Copy Cat's Graveyard," Roy W. Johnson, "Why 7,000 Imitations of Coca-Cola Are in the Copy Cat's Graveyard," Sales Management Sales Management, January 9, 1926.

Page 25 "Unscrupulous pirates": Tchudi, 34-35. Tchudi, 34-35.

Page 25 "gourd vines in wheat fields": Charles Howard Candler, Charles Howard Candler, Asa Griggs Candler Asa Griggs Candler (Atlanta: Emory University, 1950), 144. (Atlanta: Emory University, 1950), 144.

Page 25 "the most beautiful sight we see". . . "a political parasite": Pendergrast, 96, 125. Pendergrast, 96, 125.

Page 25 nascent Progressive movement: Beatty, 141-168. Beatty, 141-168.

Page 26 "I have spent my nights and my days": Harold Hirsch, "The Product Coca-Cola and a Method of Carrying on Business from a Legal Point of View," speech at 1923 bottlers' convention. Harold Hirsch, "The Product Coca-Cola and a Method of Carrying on Business from a Legal Point of View," speech at 1923 bottlers' convention.

Page 26 J. C. Mayfield . . . Koke: Pendergrast, 43. Pendergrast, 43.

Page 26 Hirsch brought suit . . . when it didn't: Elton J. Buckley, "A Bottling Trade as well as a Trade Mark Decision of Great Importance," Elton J. Buckley, "A Bottling Trade as well as a Trade Mark Decision of Great Importance," National Bottlers Gazette National Bottlers Gazette, July 5, 1919, 83; Iver P. Cooper, "Unclean Hands and Unlawful Use in Commerce," Trademark Reporter Trademark Reporter 71 (1981), 38-58. 71 (1981), 38-58.

Page 26 In a December 1920 ruling: Opinion, December 6, 1920, Opinion, December 6, 1920, Koke. Koke.

Page 27 tens of millions of gallons . . . $4 million: The Coca-Cola Company Annual Report, 1922; Tedlow, 29. The Coca-Cola Company Annual Report, 1922; Tedlow, 29.

Page 27 Candler bought up skysc.r.a.pers: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 262-263.

Page 27 depression got the best of him: Pendergrast, 93-95. Pendergrast, 93-95.

Page 27 eccentric drunk, who kept a menagerie: Kahn, 60. Kahn, 60.

Page 27 lacked his father's vision: Allen, 79-80. Allen, 79-80.

Page 27 suffered a nervous breakdown: Pendergrast, 97. Pendergrast, 97.

Page 28 treated Coca-Cola as his personal piggybank: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 145.

Page 28 Progressive changes . . . profits to investors: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 266.

Page 28 "forced liquidation" . . . "he was ready": Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 146.

Page 28 contribution of $1 million: Asa Candler to Warren Candler, July 16, 1914, reprinted in Candler, Asa Candler to Warren Candler, July 16, 1914, reprinted in Candler, Asa Griggs Candler Asa Griggs Candler, 398.

Page 28 first of an eventual $8 million: The Emory Alumnus The Emory Alumnus 27, no. 10 (December 1951), 3. 27, no. 10 (December 1951), 3.

Page 28 mortgaged his own fortune: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 309-320.

Page 29 raising water rates . . . urged rich citizens: Pendergrast, 125-126. Pendergrast, 125-126.

Page 29 Howard was a lackl.u.s.ter president: Pendergrast, 126-127. Pendergrast, 126-127.

Page 29 head of the Atlanta Chamber . . . take over the company now: Allen, 91. Allen, 91.

Page 29 His occupation was to make money: Tedlow, 56. Tedlow, 56.

Page 29 breaking into a rival's office: Allen, 92-94. Allen, 92-94.

Page 29 strapping $2 million in bonds to himself: Dietz, 97. Dietz, 97.

Page 29 secured signatures . . . $10 million in stock: Allen, 95-97; Pendergrast, 130. Allen, 95-97; Pendergrast, 130.

Page 29 largest financial transaction: Kahn, 61. Kahn, 61.

Page 29 Not one of the children said a word: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 184.

Page 29 syndicate of three banks . . . three-man Voting Trust: Allen, 97-99; Pendergrast, 131. 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. 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. Allen 104; Pendergrast, 127, 139.

Page 30 "parent bottlers" . . . $1.20 a gallon: Allen, 107-109. Allen, 107-109.

Page 30 "contracts at will": Pendergrast, 136. Pendergrast, 136.

Page 31 bottlers countered with a sliding scale: Allen, 114. Allen, 114.

Page 31 The bottlers sued: Allen, 116. Allen, 116.

Page 31 leeches . . . pocketed $5 million: Pendergrast, 138; Allen, 117. Pendergrast, 138; Allen, 117.

Page 31 forced Dobbs to resign: Pendergrast, 139; Allen, 119-120. Pendergrast, 139; Allen, 119-120.

Page 31 verdict in the bottler case: Pendergrast, 140-141. Pendergrast, 140-141.

Page 31 offered a compromise: Bottler agreement amendment, January 6, 1920, exhibit, Bottler agreement amendment, January 6, 1920, exhibit, The Coca-Cola Bottling Co. v. The Coca-Cola Company, The Coca-Cola Bottling Co. v. The Coca-Cola Company, U.S. District Court for the District of Delaware, 1920. U.S. District Court for the District of Delaware, 1920.

Page 31 take another sixty-five years: Hays, 24. Hays, 24.

Page 31 back above $40: Allen, 138. Allen, 138.

Page 31 to $24 million by 1923: The Coca-Cola Company, Annual Report, 1924. The Coca-Cola Company, Annual Report, 1924.

Page 32 "They sold out a big share": Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 185.

Page 32 "I sometimes think that once": Pendergrast, 132. Pendergrast, 132.

Page 32 "The syrup of life by now": Watters, 109. Watters, 109.

Page 32 scandalized Atlanta society: Pendergrast, 132; Allen, 152. Pendergrast, 132; Allen, 152.

Page 32 "Everybody is dead but me": Asa Candler testimony, Asa Candler testimony, My-Coca Company v. Baltimore Process Company My-Coca Company v. Baltimore Process Company, 1924.

Page 32 dying alone in a New York City hotel room: Pendergrast, 133. Pendergrast, 133.

Page 32 millions of dollars a year: The Coca-Cola Company, Annual Report, 1929. The Coca-Cola Company, Annual Report, 1929.

CHAPTER 2. BUILDING THE BRAND.

Page 36 "a woman with three b.r.e.a.s.t.s": E. S. Turner, E. S. Turner, The Shocking History of Advertising! The Shocking History of Advertising! (New York: E. P. Dutton, 1953), 21-23. (New York: E. P. Dutton, 1953), 21-23.

Page 36 the first serious ads . . . runaway slaves: Sivulka, 7, 12. Sivulka, 7, 12.

Page 36 wine, wigs, and perfumes: Turner, 70-71. Turner, 70-71.

Page 36 first advertising agency . . . succeed on its own merit: Stephen Fox, Stephen Fox, Mirror Makers: A History of American Advertising and Its Creators Mirror Makers: A History of American Advertising and Its Creators (Urbana and Chicago: University of Illinois Press, 1997), 14-15. (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. Bingham, 117-124, 129-132.

Page 36 "step a mile into the open country": Young, 122. Young, 122.

Page 36 One enterprising laxative maker . . . U.S. Government turned him down: David W. Dunlap, "Miss Liberty's Sc.r.a.pbook," David W. Dunlap, "Miss Liberty's Sc.r.a.pbook," New York Times New York Times, May 18, 1986; Zach Nauth, "Some Trying to Cash In on Lady Liberty," Los Angeles Times Los Angeles Times, March 30, 1985.

Page 37 new way to reach the ma.s.ses: Young, 38-39. Young, 38-39.

Page 37 11 million medicine ads . . . name of a tablet or salve: Bingham, 113-114. Bingham, 113-114.

Page 37 "I can advertise dish water": Young, 101. Young, 101.

Page 37 "The Army protects our country": Carson, 100. Carson, 100.

Page 37 Hembold's Extract of Buchu: Sivulka, 39-40. Sivulka, 39-40.

Page 37 half-robed girl entering or exiting a bath: Carson, 15, 25, 33, 103; Bingham, 107, color insert 39-40. Carson, 15, 25, 33, 103; Bingham, 107, color insert 39-40.

Page 37 "The greatest advertising men of my day": Turner, 138-139. Turner, 138-139.

Page 37 necessity for products sold nationally: Turner, 170-171; Jeffrey Schrank, Turner, 170-171; Jeffrey Schrank, Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America Snap, Crackle, and Popular Taste: The Illusion of Free Choice in America (New York: Dell, 1997), 109-110. (New York: Dell, 1997), 109-110.

Page 37 concept of a "brand": Sivulka, 48. Sivulka, 48.

Page 37 from mere middlemen to full-stop shops: Fox, 13. Fox, 13.

Page 38 developing cloying catchphrases: Turner, 110-111. Turner, 110-111.

Page 38 "How really different was this product": Tedlow, 27. Tedlow, 27.

Page 38 spent more than $70 . . . earning less than $50: Pendergrast, 31, 475; Allen, 29. Pendergrast, 31, 475; Allen, 29.

Page 38 c.o.ke's Spencerian script . . . advertising accrual: Watters, 50. Watters, 50.

Page 38 advertising budget had swollen to more than $11,000: Louis and Yazijian, 23. Louis and Yazijian, 23.

Page 38 c.o.ke's very first ad: Atlanta Journal Atlanta Journal, May 26, 1886.

Page 39 touting the drink as refreshment and "nerve tonic": Pendergrast, 30; Allen, 36. Pendergrast, 30; Allen, 36.

Page 39 "satisfies the thirsty": Louis and Yazijian, 95. Louis and Yazijian, 95.

Page 39 Alfred Lasker . . . "We Do the Rest": Fox, 50. Fox, 50.

Page 39 "Instead of advertising to one man": Robinson testimony, Robinson testimony, Rucker Rucker, 86.

Page 39 total of $29,500 . . . almost entirely removed: Allen, 43-45. Allen, 43-45.

Page 39 E. W. Kemble and especially Samuel Hopkins Adams: Young, 215-217. Young, 215-217.

Page 40 procession of smiling, fancily dressed Victorian women: Dietz, 50; Goodrum, 90. Dietz, 50; Goodrum, 90.

Page 40 convulsive demographic changes: Mady Schutzman, Mady Schutzman, The Real Thing: Performance, Hysteria, & Advertising The Real Thing: Performance, Hysteria, & Advertising (Hanover, NH, and London: Wesleyan University Press, 1999), 36. (Hanover, NH, and London: Wesleyan University Press, 1999), 36.

Page 40 "evidence of leisure": Thorstein Veblen, Thorstein Veblen, The Theory of the Leisure Cla.s.s The Theory of the Leisure Cla.s.s (Amherst, NY: Prometheus, 1998 [orig. pub. 1899]), 265, 171; see also Rob Walker, (Amherst, NY: Prometheus, 1998 [orig. pub. 1899]), 265, 171; see also Rob Walker, Buying In: The Secret Dialogue Between What We Buy and Who We Are Buying In: The Secret Dialogue Between What We Buy and Who We Are, (New York: Random House, 2008), 64-65.

Page 40 "The President drinks c.o.ke": Paul Richard, "Andy Warhol, the Ghostly Icon: At the N.Y. Show, Summoning Images of the Pop Legend," Paul Richard, "Andy Warhol, the Ghostly Icon: At the N.Y. Show, Summoning Images of the Pop Legend," Washington Post Washington Post, February 6, 1989.

Page 40 "the effect of modern advertising": Fox, 70. Fox, 70.

Page 41 subconscious desires: Turner, 146. Turner, 146.

Page 41 especially adopted by makers of luxury items: Sivulka, 117. Sivulka, 117.

Page 41 took over advertising from the older Frank Robinson: Candler, Candler, Asa Griggs Candler Asa Griggs Candler, 139.

Page 41 Dobbs dumped Ma.s.sengale . . . baseball legend Ty Cobb: Dietz, 50-52. Dietz, 50-52.

Page 41 circuses, cigarettes . . . soft drink companies . . . "Interestingly enough": Tom Reichert, Tom Reichert, The Erotic History of Advertising The Erotic History of Advertising (Amherst, NY: Prometheus Books, 2003), 29, 46, 88. (Amherst, NY: Prometheus Books, 2003), 29, 46, 88.

Page 42 One 1910 ad . . . no "hint of impurity": Watters, 218. Watters, 218.

Page 42 "clean, truthful, honest publicity": Allen, 79. Allen, 79.