Download For God, Country, and Coca-Cola: The Definitive History of by Mark Pendergrast PDF

By Mark Pendergrast

From its invention as a cocaine-laced patent medication within the Gilded Age to its globe-drenching ubiquity because the final image of client capitalism within the twenty-first century, Coca-Cola’s dramatic heritage unfolds because the final company saga. during this absolutely revised and accelerated version of For God, kingdom & Coca-Cola, Mark Pendergrast appears at America’s cultural, social, and monetary historical past in the course of the backside of a eco-friendly glass Coke bottle and tells the appealing tale of the world’s such a lot recognizable buyer product.

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Extra resources for For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It

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W. T. ” The first national trade magazine for advertisers, Printer’s Ink, was launched in 1888, just two years after the invention of Coca-Cola. ” One of the reasons that patent medicines could afford such extravagant advertising, of course, was their remarkable profitability. For a dollar, a manufacturer often sold a bottle that cost less than a dime to produce. It was easy for him to see the wisdom of spending another ten cents a gallon on advertising. He had no major capital investment, little overhead, and few employees.

It began as a “nerve tonic” like many others marketed to capitalize on the dislocations and worries of the day. ” The description is still apt. Coca-Cola remains emblematic of the best and worst of America and Western civilization. ” But at the same time, it is a microcosm of American history. Coca-Cola grew up with the country, shaping and shaped by the times. The drink helped to alter not only consumption patterns but attitudes toward leisure, work, advertising, sex, family life, and patriotism.

Finally, patent medicines were often taken to relieve the symptoms of overeating and poor diet, which went hand-in-hand. Remedies for upset stomachs were the most common class of medicament during the late nineteenth century, which is not surprising, given the starchy diets and heavy meat consumption. Part of Coca-Cola’s appeal to Asa Candler, for instance, was that it was supposed to relieve indigestion. A TORRENT OF ADS By the 1880s and 1890s, the amount spent on advertising such tonics and concoctions reached stunning proportions.

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