Mark Posted March 16, 2009 Share Posted March 16, 2009 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. Quote Link to comment Share on other sites More sharing options...
Marmite!! Posted March 16, 2009 Share Posted March 16, 2009 You never watched the documentry on Coca-Cola Mark? it explains how WW2 made CC as big as it is..... Quote Link to comment Share on other sites More sharing options...
Mark Posted March 16, 2009 Author Share Posted March 16, 2009 No! never saw it.......to busy working for them at the time :argh: Quote Link to comment Share on other sites More sharing options...
Mark Posted March 16, 2009 Author Share Posted March 16, 2009 You never watched the documentry on Coca-Cola Mark? it explains how WW2 made CC as big as it is..... WW2 helped but in my opinion very clever advertising made it bigger, they made it an American way of life by appealing to the people in their ads. Very clever. Quote Link to comment Share on other sites More sharing options...
abn deuce Posted March 16, 2009 Share Posted March 16, 2009 Very interesting bit of history and corporate operations. Quote Link to comment Share on other sites More sharing options...
Mark Posted March 16, 2009 Author Share Posted March 16, 2009 Very interesting bit of history and corporate operations. You want to see them now :argh: Quote Link to comment Share on other sites More sharing options...
martylee Posted March 16, 2009 Share Posted March 16, 2009 (edited) I was just listening to a podcast about food during ww2, where Coca Cola was mentioned. Also mentioned was "victory gardens" (http://en.wikipedia.org/wiki/Victory_garden) Also a lot about a,b,c, & k rations. I've been downloading several podcast from http://www.thehistorynetwork.org/TheHistoryNetwork/Military_History.html. Marty Edited March 16, 2009 by martylee Quote Link to comment Share on other sites More sharing options...
andreadavide Posted March 17, 2009 Share Posted March 17, 2009 The funny thing was that, in the meantime, the bottling operations of Coca Cola in Germany (2nd contry after the USA in Coca Cola production) had to face a shutdown of the supply of basic ingredients. The German manager of the bottling plant wanted to keep it in operation so they invented a sugary beverage made with whatever vegetable availalbe and wit an "orange" taste. They called it "Fantasia", immediately shortened according to German fashion in "Fanta".... Andrea Quote Link to comment Share on other sites More sharing options...
Recommended Posts
Join the conversation
You can post now and register later. If you have an account, sign in now to post with your account.