Coca-Cola: An Illustrated History

Front Cover
Front Flap
The Coca-Cola Sampler
Other books by Pat Watters
Full Title Page
Acknowledgements
ISBN: 0-385-13499-1
To our great city of Atlanta
Contents
A Preface of Appreciation
Half Title Page
I Dr. Pemberton's Beverage
Coca-Cola Story Highlights: 1873-89
The Origin of the name "Coca-Cola"
INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
ATLANTA
Asa Griggs Candler
Dr. John Styth Pemberton
Tbe Origin of Coca-Cola
Production, Marketing, and Promotion of tbe First Soft Drink
Interim Ownersbip of Coca-Cola Between tbe Pemberton and Candler Eras
Frank M. Robinson "Sells" Coca-Cola to Asa Candler
The Death of Coca-Cola's "Originator"
II Wars Have Raged. . .
INTERNATIONAL EVENTS DURING COCA-COLA' S EARLY YEARS
ATLANTA
Coca-Cola Story Highlights: 1892-99
Asa Candler's Development of the Syrup and Soda-Fountain Business
The Fifth "Home" of Coca-Cola
Tbc Sixth "Home" of Coca-Cola
The Seventh and "Sufficient for all Time" "Home" of Coca-Cola
Tbe Secret Coca- Cola Formula: "Merchandise 7X"
"Merchandise 7X" and Cocaine
Sales and Promotion of Asa Candler's Coca-Cola Syrup
The Early Coca-Cola Imitators
The First Coca-Cola Bottlers
Coca-Cola Bottlers Nationwide
III Happy Family
INTERNATIONAL EVENTS DURING COCA-COLA' S EARLY YEARS
Coca-Cola Bottling Story Highlights: 1899-1920
Tbe Enhancement of Coca-Cola's Success by the Development of Bottling Franchises
A Brief History of the Early Bottlers
The Bottlers Get Their Own Publication
The First Novel About Coca-Cola
Th e First Bottler in New Orleans
The First Coca-Cola Bottlers in the Northeast
Early Bottling in the Atlanta Area
The Development of the Distinctively Designed Coca-Cola Bottle
IV Success-and Then a Souring
INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
Coca-Cola Story Highlights: 1901-18
The Rising Soda-Fountain Business
History-making Coca-Cola Advertising and Promotion Campaign
Advertising's Relationship to Sales
The Eighth "Home" of Coca-Cola
Atlanta's Candler Building
The Souring
Coca-Cola Imitators and Legal Battles
Tbe Causes Bebind Asa Candler's Abandonment of Coca-Cola
Curtailment of Company Grorwth by World War I
The Ernest Woodruff Consortium Buys Coca-Cola from the Candler Heirs
V Why Did Asa Candler Give Away His Coca-Cola Empire?
The Candler Family Background
How Business Associates Viewed Asa Candler
Asa Candler at Home
The Philanthropist
Mayor of Atlanta
Daddy Asa's Death
VI A Real Winner
INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
ATLANTA
Coca-Cola Story Highlignts: 1919-40
Problems During the Early Years of Woodruff's Ownership
Harrison Jones
Harold Hirsch
Coca-Cola's "Triple Crisis"
New Directions under Robert W. Woodruff
The Woodruff Style
WCTU Attacks Coca-Cola
Coca-Cola's Southern "Pause that Refreshes" During tbe Depression Years
Coca-Cola Sales Strategies During tbe Depression
Company Technological Advances including tbe First Coca-Cola Cooler
Tbe Leadership Team of Robert W. Woodruff and Archie Lee
Woodruff-Era Advertising Campaigns
Slogan Advertising
The Santa in Coca-Cola Ads
Wyeth Ads
Billboard Advertising
Radio Advertising
The Victorious Coca-Cola Image-Woodruff Style
VII Coca-Cola Confronts World Conflicts
Pepsi-Cola: The First Formidable Competition
ATLANTA
Coca-Cola Intermeshes Its History with International Events
Coca-Cola Follows the American Troops Overseas
Coca-Cola Goes to France
Coca-Cola in Brazil
Coca-Cola Behind Enemy Lines
Max Keith
Coca-Cola's Wartime Advertising and Promotion
The Soldiers' Image of Coca-Cola
VIII Oh, So Tou Have It Here, Too?
International Expansion During the Candler Era
International Expansion Uuder Woodruff's Leadersbip
Establishing Coca-Cola in Germany
Otber Prewar Intemational Expansion Efforts
Post World War II International Expansion
Intematioual Leadership of James A. Farley
Coca-Cola Makes tbe Cover of Time Magazine
Confiicts in Intemational Market Areas
The Coca-Cola "Image" Abroad
IX Coca-Cola Among the Computers and Conglomerates
Coca-Cola Story Highlights: 1946-77
Coca-Cola Undergoes Diversification
The Pepsi-Cola Threat
Increasing the Variety of Coca-Cola-Produced Beverages
TAB
Fanta
Coca-Cola "Control" Despite Diversification
The Omnipresent Robert W. Woodruff
X Coca-Cola Advertising Strategies
The Massengale Approach
The D'Arcy Approaches
The Strategy
The McKann-Ericson Approach
XI Coca-Cola Faces Life
The Minute Maid Controversy
Coca-Cola's lnfluence over Georgia's Government
Coca-Cola's Governmental Influence Outside Georgia
Coca-Cola's Influence on Atlanta Government
XII Robert Winship Woodruff: The Man with a Cigar • • • an Enigma
Ichauway
The Philanthropist
XIII A Pause that Refreshes
An lncrease in Profits, but a Decline in Coca-Cola "Style"
So the Times Have Changed
Coca-Cola's Future
Coca-Cola as "Southern" and / or "International"
Coca-Cola "Collectors"
Back Flap
Back Cover