I know I work for them and reading an earlier snippet on the forum I decided to have a look and found this story
Coca-Cola CEO Robert Woodruff made a point of supporting US troops so metal cans were introduced to meet their needs. In 1941, when the United States entered the war, Woodruff decided that Coca Cola's place was near the front line.
He sent an order to:
"See that ever man in uniform gets a bottle of Coca Cola for 5 cents wherever he is and whatever the cost to the company". "
Interesting reading
"The onset of World War II had a profound effect on the advertising decisions of the coming years. Ben Oehlert, who handled the lobbying activity in Washington for the company, predicted what the war would do to Coca-Cola and attempted to prepare the company in advance. He knew that the United States would eventually become involved in the international conflict and therefore, the company would face cutbacks and decline in sales. Because Coca-Cola had become the largest consumer of granulated cane sugar in the world by 1919, the rationing of sugar during World War I had almost devastated the company. Oehlert, not wanting this to happen again, pondered how he could convince the government that Coca-Cola was essential to the war effort. Approaching Ralph Hayes, secretary and treasurer of the company, Oehlert presented the idea that even in wartime, men and women benefitted from regular pauses in their work day.
Hayes referred to the project as "Oehlert's Folly," but nevertheless gave careful consideration to the young lawyer's observations. Hayes recognized how Coca-Cola could be valuable to the military population. As an alternative to alcoholic beverages, Coca-Cola would be a more desirable beverage for a commanding officer to give his troops. Therefore, Hayes told the D'Arcy agency to begin collecting endorsements from commanding officers around the country in training camps.
Robert W. Woodruff, President of the company, however, needed to be convinced that Oehlert was onto something worth getting into. Luckily, a wire sent by an American reporter in London to the New York Coca-Cola office came in the spring of 1941 reading: "We, members of the Associated Press, can not get Coca-Cola anymore. Terrible situation for Americans covering battle of Britain. Know you can help. Regards" (Allen, 250). The wire made Woodruff realize that Coca-Cola boosted morale and therefore was crucial to the war effort. He thought that even if the company lost money, Coca-Cola should be available to the armed forces. After the bombing of Pearl Harbor in December 1941, Woodruff declared Coca-Cola's wartime policy: "We will see that every man in uniform gets a bottle of Coca-Cola for five cents wherever he is and whatever it costs" (Watters, 162). The Coca-Cola company became a source of surging patriotism.
The War Department agreed with Woodruff's idea that Coca-Cola would provide a boost in morale. Therefore, they had the U. S. government fund the installation of sixty-four bottling plants behind Allied lines. Entire bottling plants were shipped to the front lines with other supplies. And as soon as the battle front moved, so would the bottling company. When America went to war, Coca-Cola followed. "
And our addiction to sugar was further insured.
