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Page 59 new regional manager decided . . . liked Pepsi better: Thomas Oliver, Thomas Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story (New York: Penguin, 1987), 49-53. (New York: Penguin, 1987), 49-53.
Page 59 The campaign doubled market share: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 56-58.
Page 59 realized the scorched-earth tactics . . . "The Pepsi Challenge": Tedlow, 106. Tedlow, 106.
Page 59 more traditional forms of advertising: Al Reis and Jack Trout, Al Reis and Jack Trout, The 22 Immutable Laws of Marketing The 22 Immutable Laws of Marketing (New York: HarperBusiness, 1993), 81. (New York: HarperBusiness, 1993), 81.
Page 60 high of 60 percent after World War II: Allen, 402. Allen, 402.
Page 60 just 22 percent . . . "advertising alone couldn't": Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 118.
Page 60 fled the island . . . learned the secret formula: Hays, 68-77. Hays, 68-77.
Page 60 rise to the top . . . hotly contested top slot: Hays, 77-79, 89. Hays, 77-79, 89.
Page 60 "There are no sacred cows": Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 74.
Page 61 The company should have known better: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 127.
Page 61 The project was so secret: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 138.
Page 61 Company executives stood: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 155.
Page 61 montage of cowboys: Allen, 411. Allen, 411.
Page 61 press corps leaped . . . Pepsi had nothing to do with it: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 159-167.
Page 61 more than 400,000: Roger Enrico and Jesse Kornbluth, Roger Enrico and Jesse Kornbluth, The Other Guy Blinked: How Pepsi Won the Cola Wars The Other Guy Blinked: How Pepsi Won the Cola Wars (Toronto: Bantam, 1986), 14. (Toronto: Bantam, 1986), 14.
Page 61 "You've taken away my childhood": Hays, 118-119. Hays, 118-119.
Page 61 "Changing c.o.ke is like": Allen, 414. Allen, 414.
Page 61 "We have heard you" . . . "I think, by the end": Matt Haig, Matt Haig, Brand Failures: The Truth About the Biggest Branding Mistakes of All Time Brand Failures: The Truth About the Biggest Branding Mistakes of All Time (London: Kogan Page, 2003), 17; Enrico and Kornbluth, 238. (London: Kogan Page, 2003), 17; Enrico and Kornbluth, 238.
Page 62 again topped Pepsi in market share: Reis and Trout, 23. Reis and Trout, 23.
Page 62 "A lot of people said": Sergio Zyman, Sergio Zyman, The End of Marketing As We Know It The End of Marketing As We Know It (New York: HarperBusiness, 1999), 49. (New York: HarperBusiness, 1999), 49.
CHAPTER 3. BIGGERING AND BIGGERING.
Page 63 hundredth-anniversary celebration: Ron Taylor, "c.o.ke Bills Party as Biggest Ever in Atlanta," Ron Taylor, "c.o.ke Bills Party as Biggest Ever in Atlanta," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, May 10, 1986; Howard Pousher, "Epic Feast for 14,000," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, May 10, 1986.
Page 64 focusing everything on their quarterly earnings: John D. Martin and J. William Petty, John D. Martin and J. William Petty, Value Based Management: The Corporate Response to the Shareholder Movement Value Based Management: The Corporate Response to the Shareholder Movement (Boston: Harvard Business School Press), 13-28. (Boston: Harvard Business School Press), 13-28.
Page 64 "shareholder value movement": Betsy Morris, "The New Rules," Betsy Morris, "The New Rules," Fortune Fortune, August 2, 2006.
Page 64 cutting waste and inefficiency: Allan A. Kennedy, Allan A. Kennedy, The End of Shareholder Value The End of Shareholder Value (Cambridge, MA: Perseus, 2002), 49-61. (Cambridge, MA: Perseus, 2002), 49-61.
Page 64 rushed to please Wall Street: Betsy Morris, "Tearing Up Jack Welch's Playbook," Betsy Morris, "Tearing Up Jack Welch's Playbook," Fortune Fortune, July 11, 2006; Kennedy, 164-166.
Page 64 hurt the long-term success of their companies: Kennedy, xi, 63-66; "Buy Now, While Stocks Last," Kennedy, xi, 63-66; "Buy Now, While Stocks Last," The Economist The Economist, July 17, 1999; John Ca.s.sidy, "The Greed Cycle: How the Financial System Encouraged Corporations to Go Crazy," The New Yorker The New Yorker, September 23, 2002.
Page 64 no CEO was a.s.sociated: Hays, 90. Hays, 90.
Page 64 "I wrestle over how to build": Faye Rice et al., "Leaders of the Most Admired," Faye Rice et al., "Leaders of the Most Admired," Fortune Fortune, January 29, 1990.
Page 64 had a computer screen installed: Hays, 67. Hays, 67.
Page 64 another screen at the main entrance: Betsy Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders," Betsy Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders," Fortune Fortune, December 11, 1995.
Page 64 sloughed off divisions . . . The Karate Kid: The Karate Kid: Pendergrast, 340-342, 346. Pendergrast, 340-342, 346.
Page 65 "a most unique company": Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders." Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders."
Page 65 increasing per capita consumption: Hays, 92-93. Hays, 92-93.
Page 65 "If we take full advantage": Pendergrast, 367. Pendergrast, 367.
Page 65 C on the kitchen faucet: "A Conversation with Roberto Goizueta and Jack Welch," "A Conversation with Roberto Goizueta and Jack Welch," Fortune, Fortune, December 11, 1995. December 11, 1995.
Page 65 "biggering and biggering": Dr. Seuss, Dr. Seuss, The Lorax The Lorax (New York: Random House, 1971). (New York: Random House, 1971).
Page 65 As the 1990s dawned . . . annual growth in earnings: Hays, 41. Hays, 41.
Page 65 Goizueta personally called the Wall Street a.n.a.lysts: Hays, 128-129. Hays, 128-129.
Page 65 "If you weren't owning c.o.ke": Hays, 138. Hays, 138.
Page 65 "the closest thing we know of": "CEO of the Year 1996," "CEO of the Year 1996," Chief Executive Chief Executive, July 1, 1996.
Page 65 Stock prices rose: Hays, 129-131. Hays, 129-131.
Page 66 Goizueta profited handsomely: Ira T. Kay, Ira T. Kay, CEO Pay and Shareholder Value: Helping the U.S. Win the Global Economic War CEO Pay and Shareholder Value: Helping the U.S. Win the Global Economic War (Boca Raton, FL: St. Lucie Press, 1998), 113; Stacy Perman, "The Man Who Knew the Formula," (Boca Raton, FL: St. Lucie Press, 1998), 113; Stacy Perman, "The Man Who Knew the Formula," Time Time, June 24, 2001.
Page 66 largest single payout: Hays, 136. Hays, 136.
Page 66 "King Size". . . "Family Size" bottles: Pendergrast, 256-257. Pendergrast, 256-257.
Page 66 "Cheap corn, transformed": Michael Pollan, "The Agricultural Contradictions of Obesity," Michael Pollan, "The Agricultural Contradictions of Obesity," New York Times Magazine New York Times Magazine, October 12, 2003.
Page 67 rolled out a 50 percent . . . 100 percent HFCS version: "Sugar: A Sticky Boom," "Sugar: A Sticky Boom," The Economist The Economist, October 18, 1980; Rosalind Resnick, "Bad News for Latin Sugar," Miami Herald Miami Herald, March 16, 1986.
Page 67 concept of "supersizing" really caught on: Melanie Warner, "Does This Goo Make You Groan?" Melanie Warner, "Does This Goo Make You Groan?" New York Times New York Times, July 2, 2006.
Page 67 in the 1990s a 21-ounce medium soda: Eric Schlosser, Eric Schlosser, Fast Food Nation: The Dark Side of the All-American Meal Fast Food Nation: The Dark Side of the All-American Meal (New York: Houghton Mifflin, 2002 [orig. pub. 2001]), 54. (New York: Houghton Mifflin, 2002 [orig. pub. 2001]), 54.
Page 67 customers could request . . . a quarter of soft drink sales: Greg Critser, Greg Critser, Fat Land: How Americans Became the Fattest People in the World Fat Land: How Americans Became the Fattest People in the World (Boston: Houghton Mifflin, 2003), 20-28. (Boston: Houghton Mifflin, 2003), 20-28.
Page 67 It was the same story at the 7-Eleven: Warner, "Does This Goo Make You Groan?"; Francine R. Kaufman, Warner, "Does This Goo Make You Groan?"; Francine R. Kaufman, Diabesity: The Obesity-Diabetes Epidemic That Threatens America-And What We Must Do to Stop It Diabesity: The Obesity-Diabetes Epidemic That Threatens America-And What We Must Do to Stop It (New York: Bantam, 2005), 152. (New York: Bantam, 2005), 152.
Page 67 "The Beast": Ellen Ruppel Sh.e.l.l, Ellen Ruppel Sh.e.l.l, The Hungry Gene: The Inside Story of the Obesity Industry The Hungry Gene: The Inside Story of the Obesity Industry (New York: Grove Press, 2002), 205. (New York: Grove Press, 2002), 205.
Page 67 With two-thirds of the fountain sales: Scott Leith, "Fountain Sales Are a Weak Point for Coca-Cola," Scott Leith, "Fountain Sales Are a Weak Point for Coca-Cola," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, December 31, 2002.
Page 68 "Bigger is better": Hank Cardello, Hank Cardello, Stuffed: An Insider's Look at Who's (Really) Making America Fat Stuffed: An Insider's Look at Who's (Really) Making America Fat (New York: HarperCollins, 2009), 18-19. (New York: HarperCollins, 2009), 18-19.
Page 68 new 20-ounce bottle: Martha T. Moore, "c.o.ke's Curvy Shape Is Back," Martha T. Moore, "c.o.ke's Curvy Shape Is Back,"USA Today, March 28, 1994.
Page 68 reversing years of discounts: Kent Phillips, "Re-Profitizing the Industry," Kent Phillips, "Re-Profitizing the Industry," Beverage World Beverage World, September 1996.
Page 68 "Our goal was to make Coca-Cola ubiquitous": Cardello, 134. Cardello, 134.
Page 68 "We're putting ice-cold": The Coca-Cola Company, Annual Report, 1997. The Coca-Cola Company, Annual Report, 1997.
Page 68 "the most important meal of the day": Chris Warren, "Start the Day Right: Harness the Profit Potential of Breakfast," Chris Warren, "Start the Day Right: Harness the Profit Potential of Breakfast," Refreshing News, Refreshing News, Spring/Summer 2006, Coca-Cola Food Service. Spring/Summer 2006, Coca-Cola Food Service.
Page 68 56.1 gallons . . . been in 1970: Marc Kaufman, "Fighting the Cola Wars in Schools," Marc Kaufman, "Fighting the Cola Wars in Schools," Washington Post Washington Post, March 23, 1999; Michael Jacobson, Liquid Candy: How Soft Drinks Are Harming Americans' Health, Liquid Candy: How Soft Drinks Are Harming Americans' Health, Center for Science in the Public Interest, 2005 (rev. ed.); Bill Lohmann, "Soft Drinks Vie for Top Position," United Press International, April 14, 1985. Center for Science in the Public Interest, 2005 (rev. ed.); Bill Lohmann, "Soft Drinks Vie for Top Position," United Press International, April 14, 1985.
Page 68 reclaimed 45 percent of the market: Frank Gibney, Jr., "Pepsi Gets Back in the Game: The Company Is on the Rebound with a New Vision, and an Old Problem: c.o.ke," Frank Gibney, Jr., "Pepsi Gets Back in the Game: The Company Is on the Rebound with a New Vision, and an Old Problem: c.o.ke," Time Time, April 26, 1999.
Page 69 more than $4 billion in net income: a.s.sociated Press, "c.o.ke CEO Aims at 2B Servings Daily," March 3, 1998. a.s.sociated Press, "c.o.ke CEO Aims at 2B Servings Daily," March 3, 1998.
Page 69 3,500 percent increase . . . $88 a share by 1998: Dean Foust, "c.o.ke's Man on the Spot," Dean Foust, "c.o.ke's Man on the Spot," BusinessWeek BusinessWeek, May 3, 1999.
Page 69 "We don't know how": Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders." Morris, "Roberto Goizueta and Jack Welch: The Wealth Builders."
Page 69 c.o.ke's annual spending on advertising: Naomi Klein, Naomi Klein, No Logo: Taking Aim at the Brand Bullies No Logo: Taking Aim at the Brand Bullies (New York: Picador, 1999), 471. (New York: Picador, 1999), 471.
Page 69 alienating many: Hays, 123-124; Pendergrast, 400. Hays, 123-124; Pendergrast, 400.
Page 69 "move the needle": Zyman, 3-5, 118, 172. Zyman, 3-5, 118, 172.
Page 69 "The sole purpose of marketing": Zyman, 11. Zyman, 11.
Page 69 "spending to sell" . . . "we poured on more": Zyman, 15. Zyman, 15.
Page 69 The domestic ad budget rose: Klein, Klein, No Logo, No Logo, 471. 471.
Page 70 It was Zyman's job: Zyman, 138. Zyman, 138.
Page 70 "These are the consumers": Zyman, 125. Zyman, 125.
Page 70 "dimensionalizing"... at every occasion: Zyman, 124, 129. Zyman, 124, 129.
Page 70 compete for c.o.ke's vast advertising war chest: Zyman, 207. Zyman, 207.
Page 71 Hollywood powerhouse Creative Artists Agency: Naomi Klein, Naomi Klein, No Logo, No Logo, 59. 59.
Page 71 computer-generated family of polar bears: Matthew Grimm, "c.o.ke Plans to Put Its Polar Bears to Work," Matthew Grimm, "c.o.ke Plans to Put Its Polar Bears to Work," Adweek, Adweek, June 21, 1993; Dottie Enrico, "c.o.ke's Polar Bear Is a Papa Bear," June 21, 1993; Dottie Enrico, "c.o.ke's Polar Bear Is a Papa Bear," USA Today USA Today, December 8, 1994.
Page 71 Philip Morris cut the price . . . death knell for the brand: Klein, Klein, No Logo No Logo, 12-13.
Page 71 "We are getting a b.u.m rap": John Huey, "The World's Best Brand CEO," John Huey, "The World's Best Brand CEO," Fortune Fortune, May 31, 1993.
Page 71 companies that succeeded . . . top of her list: Klein, Klein, No Logo No Logo, 21.
Page 71 original World of Coca-Cola: Klein, Klein, No Logo No Logo, 29.
Page 72 worth more than a billion dollars: Hays, 170. Hays, 170.
Page 72 able to avoid paying: David Cay Johnston, David Cay Johnston, Perfectly Legal: The Covert Campaign to Rig Our Tax System to Benefit the Super Rich-and Cheat Everybody Else Perfectly Legal: The Covert Campaign to Rig Our Tax System to Benefit the Super Rich-and Cheat Everybody Else (New York: Portfolio, 2003), 51. (New York: Portfolio, 2003), 51.
Page 72 if anything, more relentless . . . "From his earliest": Hays, 31-34. Hays, 31-34.
Page 72 buying up any bottlers that were for sale: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 31-42.
Page 72 own 49 percent: Hays, 42. Hays, 42.
Page 72 forced the new bottling company: Hays, 52-53. Hays, 52-53.
Page 73 "anchor bottlers": Roberto C. Goizueta, "The Emerging Post-Conglomerate Era: Changing the Shape of Corporate America," January 1988. Roberto C. Goizueta, "The Emerging Post-Conglomerate Era: Changing the Shape of Corporate America," January 1988.
Page 73 rolled right off c.o.ke's books: Hays, 62. Hays, 62.
Page 73 "new era in American capitalism": Goizueta, "The Emerging Post-Conglomerate Era." Goizueta, "The Emerging Post-Conglomerate Era."
Page 73 force bottlers to buy syrup: Hays, 151. Hays, 151.
Page 73 "marketing support": Hays, 154. Hays, 154.
Page 73 enormous amounts of debt: Hays, 157. Hays, 157.
Page 73 "iceman" . . . phones were tapped: Hays, 174-176. Hays, 174-176.
Page 73 "360-degree landscape of c.o.ke": Hays, 7. Hays, 7.
Page 73 "What I always wonder": Hays, 175. Hays, 175.
Page 74 all but howling along: Hays, 35. Hays, 35.
Page 74 c.o.ke showed no quarter: Hays, 190. Hays, 190.
