Page 42 "claiming nothing for Coca-Cola": Watters, 98. Watters, 98.

Page 42 half a million dollars a year: Watters, 98. Watters, 98.

Page 42 more than $750,000: Dietz, 52. Dietz, 52.

Page 42 "best advertised article in America": Graham and Roberts, 62. Graham and Roberts, 62.

Page 42 spent $1.4 million . . . just one year: Dietz, 55. Dietz, 55.

Page 43 c.o.ke's sales declined: Pendergrast, 128. Pendergrast, 128.

Page 43 frequent trips to Washington . . . limited syrup producers: Allen, 89. Allen, 89.

Page 43 "Making a Soldier of Sugar": Martin Shartar and Norman Shavin, Martin Shartar and Norman Shavin, The Wonderful World of Coca-Cola The Wonderful World of Coca-Cola (Atlanta: Perry Communications, 1978), 39. (Atlanta: Perry Communications, 1978), 39.

Page 43 "Lobby furiously behind the scenes": Allen, 89. Allen, 89.

Page 43 "the very joy of living to Our Boys": Sivulka, 134. Sivulka, 134.

Page 44 A lackl.u.s.ter student . . . manual laborer: Charles Elliott, Charles Elliott, "Mr. Anonymous": Robert W. Woodruff of Coca-Cola "Mr. Anonymous": Robert W. Woodruff of Coca-Cola (Atlanta: Cherokee, 1982), 87-91. (Atlanta: Cherokee, 1982), 87-91.

Page 44 born salesman: Elliott, 93-96. Elliott, 93-96.

Page 44 By 1922, he was: Elliott, 97. Elliott, 97.

Page 44 Ernest Woodruff both resented and admired: Allen, 154. Allen, 154.

Page 44 established itself as the the national brand: national brand: Tedlow, 55; Kahn, 123. Tedlow, 55; Kahn, 123.

Page 44 "The chief economic problem" . . . anxieties of not not owning: owning: Fox, 94-95. Fox, 94-95.

Page 45 brief attempt to increase rural sales: Dietz, 44; Waters, 149. Dietz, 44; Waters, 149.

Page 45 "within an arm's reach of desire": Allen, 158. Allen, 158.

Page 45 newspaper reporter in North Carolina: Watters, 147. Watters, 147.

Page 45 "A man who can see life": Dietz, 101-102. Dietz, 101-102.

Page 45 writing the entire Coca-Cola campaign: Dietz, 104. Dietz, 104.

Page 45 some of the best artists of the day: Pendergrast, 160. Pendergrast, 160.

Page 45 most memorable slogans: Louis and Yazijian, 44; Gyvel Young-Witzel and Michael Karl Witzel, Louis and Yazijian, 44; Gyvel Young-Witzel and Michael Karl Witzel, The Sparkling History of Coca-Cola The Sparkling History of Coca-Cola (Stillwater, MN: Voyageur Press, 2002), 95. (Stillwater, MN: Voyageur Press, 2002), 95.

Page 46 Woodruff created a Statistical Department: Pendergrast, 161-163. Pendergrast, 161-163.

Page 46 "Salesmen should keep calling". . . "We can count": Tedlow, 33-35. Tedlow, 33-35.

Page 46 quadrupling from $40 to $160: Allen, 176. Allen, 176.

Page 47 $4 million . . . a cool million: Allen, 177. Allen, 177.

Page 47 celebrity endors.e.m.e.nts: Pendergrast, 175. Pendergrast, 175.

Page 47 an extra $1 million: Allen, 204. Allen, 204.

Page 47 top twenty-five advertisers: Tedlow, 86. Tedlow, 86.

Page 47 gradually following the lead: Barbara Fahs Charles and Robert Staples, Barbara Fahs Charles and Robert Staples, Dream of Santa: Haddon Sundblom's Vision Dream of Santa: Haddon Sundblom's Vision (Washington, DC: Staples & Charles, 1992), 14. (Washington, DC: Staples & Charles, 1992), 14.

Page 47 children leaving a c.o.ke: V. Dennis Wrynn, V. Dennis Wrynn, c.o.ke Goes to War c.o.ke Goes to War (Missoula, MT: Pictorial Histories, 1996), 23. (Missoula, MT: Pictorial Histories, 1996), 23.

Page 48 Profits of $14 million . . . $29 million: The Coca-Cola Company Annual Reports 1934 and 1939. The Coca-Cola Company Annual Reports 1934 and 1939.

Page 48 "the essence of capitalism": Robert Woodruff, interview by E. J. Kahn, 1. Robert Woodruff, interview by E. J. Kahn, 1.

Page 48 personally transferred it by train: Dietz, 97. Dietz, 97.

Page 48 "Robert Woodruff could still look": Louis and Yazijian, 45. Louis and Yazijian, 45.

Page 48 a backlash against the greed of corporations: Beatty, 263-272. Beatty, 263-272.

Page 48 he up and moved to Wilmington: Wells, 115. Wells, 115.

Page 48 available everywhere . . . available for a nickel: Louis and Yazijian, 56. Louis and Yazijian, 56.

Page 48 "The opening of foreign markets is a costly undertaking": The Coca-Cola Company, Annual Report, 1928, 63. 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 c.o.ke," c.o.keheads: Exploring the New World of c.o.ke, group project of English 752: Historical Tourism, Emory University (2008). Camilia Ascher Restrepo, "War in the Times of c.o.ke," c.o.keheads: Exploring the New World of c.o.ke, 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). The Coca-Cola Company, "Importance of the Rest-Pause in Maximum War Effort" (1942).

Page 49 One of c.o.ke's own . . . offered an exemption: Pendergrast, 196-197. Pendergrast, 196-197.

Page 50 reportedly had been in talks with the government: Louis and Yazijian, 67. Louis and Yazijian, 67.

Page 50 order signed by General George C. Marshall . . . North Africa campaign: Pendergrast, 198-201; Allen, 255. Pendergrast, 198-201; Allen, 255.

Page 50 "You don't f.u.c.k with Coca-Cola!": Howard Fast, Howard Fast, Being Red Being Red (Boston: Houghton Mifflin, 1990), 10. (Boston: Houghton Mifflin, 1990), 10.

Page 50 "If anyone were to ask us": Pendergrast, 206. Pendergrast, 206.

Page 50 "To my mind, I am": Kahn, 12. Kahn, 12.

Page 50 full-color ads: Wrynn, 37-78. Wrynn, 37-78.

Page 50 One ad in 1946 . . . A sign at c.o.ke's own: Louis and Yazijian, 78. Louis and Yazijian, 78.

Page 51 Ray Powers . . . ending "Heil Hitler": Pendergrast, 214. Pendergrast, 214.

Page 51 Max Keith . . . mustache: Pendergrast, 217-219. Pendergrast, 217-219.

Page 51 n.a.z.i Youth rallies . . . bottler conventions: Pendergrast, 220-221. Pendergrast, 220-221.

Page 51 Keith w.a.n.gled an appointment . . . n.a.z.i general: Pendergrast, 221-223. Pendergrast, 221-223.

Page 51 Coca-Cola investigators . . . modest amount of profit: Allen, 264. Allen, 264.

Page 52 sixty-three overseas bottling plants, financed for $5.5 million: Allen, 265. Allen, 265.

Page 52 just 20 percent of one year's net profits: The Coca-Cola Company, Annual Report, 1945. The Coca-Cola Company, Annual Report, 1945.

Page 52 In 1950, Time Time magazine: magazine: Time Time, May 15, 1950.

Page 52 shifting from D'Arcy to a new agency: Dietz, 167; Sivulka, 265. Dietz, 167; Sivulka, 265.

Page 52 the company was unexpectedly rudderless: Allen, 297. Allen, 297.

Page 52 falling flat in the messier conflict with Korea: Watters, 224. Watters, 224.

Page 53 Madison Avenue again turned . . . attribute that sets a product apart: Mark Tungate, Mark Tungate, Ad Land: A Global History of Advertising Ad Land: A Global History of Advertising (London: Kogan Page, 2007), 44. (London: Kogan Page, 2007), 44.

Page 53 North Carolina pharmacist . . . stomachache: Milward W. Martin, Milward W. Martin, Twelve Full Ounces: The Story of Pepsi-Cola Twelve Full Ounces: The Story of Pepsi-Cola (New York: Holt, Rinehart and Winston, 1962), 5-7. (New York: Holt, Rinehart and Winston, 1962), 5-7.

Page 53 three hundred bottlers in twenty-four states: Martin, 28-31. Martin, 28-31.

Page 53 spike in sugar prices all but put it out of business: Martin, 33-45. Martin, 33-45.

Page 53 The company probably would have died . . . $50,000 in 1933: Pendergrast, 188-190. Pendergrast, 188-190. Page 53 12-ounce beer bottles . . . $4 million in 1938: Page 53 12-ounce beer bottles . . . $4 million in 1938: Martin, 60-61. Martin, 60-61.

Page 53 infectious jingle: Martin, 103-104. Martin, 103-104.

Page 54 went straight to the government . . . any company could use: Allen, 243-244. Allen, 243-244. Page 54 c.o.ke sued for peace: Page 54 c.o.ke sued for peace: Allen, 191-192. Allen, 191-192.

Page 54 "Stay young and fair" . . . $14 million by 1955: Martin, 133. Martin, 133.

Page 54 c.o.ke's market share began slipping . . . "c.o.ke can hardly": Pendergrast, 256. Pendergrast, 256. Page 54 "For those who think young": Page 54 "For those who think young": Sivulka, 261. Sivulka, 261.

Page 54 In 1956 . . . $53 million a year: Vance Packard, Vance Packard, The Hidden Persuaders The Hidden Persuaders (New York: Simon & Schuster, 1953), 95. (New York: Simon & Schuster, 1953), 95.

Page 55 surveying customers in all of 1.6 million retail outlets: Kahn, 153. Kahn, 153.

Page 55 newfangled approach of "motivational research": Packard, 23, 215. Packard, 23, 215.

Page 55 Maidenform . . . exploited: Sivulka, 267. Sivulka, 267.

Page 55 "possible symbolic mistress": Packard, 82. Packard, 82.

Page 55 "The greater the similarity": Packard, 17. Packard, 17.

Page 55 Vance Packard exposed the "depth boys": Packard, 24-25. Packard, 24-25.

Page 55 researcher named James Vicary . . . made the whole thing up: August Bullock, August Bullock, The Secret Sales Pitch: An Overview of Subliminal Advertising 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," (San Jose, CA: Norwich, 2004), 8-10; Stuart Rogers, "How a Publicity Blitz Created the Myth of Subliminal Advertising," Public Relations Quarterly Public Relations Quarterly 37, no. 4 (Winter 1992/1993), 12-17. 37, no. 4 (Winter 1992/1993), 12-17.

Page 55 Advertisers further denounced: Max Sutherland and Alice K. Sylvester, Max Sutherland and Alice K. Sylvester, Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (St. Leonard's, Australia: Allen & Unwin, 2000 [orig. pub. 1993]), 35. (St. Leonard's, Australia: Allen & Unwin, 2000 [orig. pub. 1993]), 35.

Page 56 "You'd have to be an idiot" . . . "it's precisely because we don't": Rob Walker, 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), 111, 68. (New York: Random House, 2008), 111, 68.

Page 56 c.o.ke redoubled its efforts . . . to fill in the blank: Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234. Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234.

Page 56 both companies had an advertising style: Pendergrast, 274. Pendergrast, 274.

Page 56 Between 1954 and 1964 . . . 227 in 1964: Allen, 322. Allen, 322.

Page 56 got over its single-product fetish: Allen, 330; Pendergrast, 272, 277-278. Allen, 330; Pendergrast, 272, 277-278.

Page 57 confronted the changing reality of America: Fox, 272. Fox, 272.

Page 57 company stayed on the sidelines: Pendergrast, 266; Louis and Yazijian, 87. Pendergrast, 266; Louis and Yazijian, 87.

Page 57 "I've heard the phrase": Kahn, 158. Kahn, 158.

Page 57 Woodruff personally risked . . . company dragged its feet: Allen, 338-339; Pendergrast, 280-282. Allen, 338-339; Pendergrast, 280-282.

Page 57 no soldier made of sugar in Danang: Allen, 349; Pendergrast, 286-287. Allen, 349; Pendergrast, 286-287.

Page 57 Pepsi filled the gap: Pendergrast, 288. Pendergrast, 288.

Page 57 reached into the World War II archive to pull out: Pendergrast, 288. Pendergrast, 288.

Page 57 campaign protesting the deplorable conditions: Pendergrast, 293-295. 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," Jerry Jackson, "Grove Sale Deals Blow to Labor: Coca-Cola Transaction Cancels State's Only Field Worker Contract," Orlando Sentinel Orlando Sentinel , February 14, 1994. , February 14, 1994.

Page 58 company launched new initiatives: Pendergrast, 291, 296; Allen, 356. 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 c.o.ke'-The Hilltop Story," Coca-Cola Heritage, "'I'd Like to Buy the World a c.o.ke'-The Hilltop Story," http://www.thecoca-colacompany.com/heritage/c.o.kelore_hilltop.html.

Page 58 the shoot was a nightmare: Pendergrast, 300. Pendergrast, 300.

Page 58 "sure-fire form of subliminal advertising": "Have a c.o.ke, World," "Have a c.o.ke, World," Newsweek Newsweek, January 3, 1972.

Page 58 "Look Up, America!": Pendergrast, 305-306. Pendergrast, 305-306.

Page 58 sales of soft drinks continued to soar: William Moore and Peter Buzzanell, 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 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 like the Cola Wars": the Cola Wars": Tedlow, 104. Tedlow, 104.