Coca-Cola. Delicious! Refreshing! Exhilarating! Invigorating! The New and Popular Soda Fountain Drink, containing the properties of the wonderful Coca plant and the famous Cola nuts. For sale by Willis Venable and Nunnally & Rawson.

Dr. Pemberton died shortly after this ad and sales plummeted. Robinson didn’t want the business to fail and decided advertising was at fault- “people did not know what they were missing.”

After the Coca Cola trademark had been patented, Asa G. Candler, an Atlanta businessman, purchased the rights to the product and formed the corporation, “The Coca-Cola Company.” He began the push on Coca-Cola advertising by giving thousands of tickets away for free glasses of Coca- Cola, and advertising on outdoor posters, calendars, soda fountain urns, and wall murals and making Coke available everywhere. The invention of bottling in 1894 increased

The company hired William D’Arcy in 1906 to head up advertising and he believed that advertising should show that Coca-Cola is a part of happy times in everyday life. This type of advertising was used for decades. One of the first newspaper ads showed a picture of Ty Cobb, a baseball star up at bat and said:

This success for Coca-Cola did not come without some competition, problems and cost. In the mid thirties a serious competitor was new to the market with surprising success. Pepsi was offering twelve ounces of soda instead of Coca-Cola’s six ounces for the same nickel price. Pepsi had the first advertising jingle on the radio which people called the station to request. Then, during World War I the rationing of sugar almost devastated the company. In World War II Coca-Cola wanted to convince the government that Coke was essential to the war efforts. During World War II Coke had to borrow $5.5 million for bottling operations in foreign countries. The risk paid off as the GIs made a “life long attachment” to Coca-Cola.

After ninety nine years Coke had become such a part of American life, that when the company tried to introduce “new Coke” the public protested so strongly that the company had to bring back the original renamed “Coca-Cola classic.” Coca-Cola and its “Red, White and You” theme and its pleasant associations with people’s everyday happy family life made it a classic symbol of America. “Unmistakably Coca-Cola. Unmistakably American.”

Shortly after the

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