Hold the fizz, you know, and they relatively cold longer. Let me introduce my other books really quickly. This is actually my latest book. Not the new edition its a wonderful childrens book. You can find them on my website, which my website is my name. This is jack in the bean soup which is an elaborate book. This is uncommon grounds history of coffee. This is mirror mirror a history of mirrors. Unbelievely broad ranging and kind of interesting. [laughter] japans Tipping Point which is rented. I went looking to see if whether they were doing a lot about Renewable Energy after the fukushima mementdown, and one more lets see. Victims of memory. Its probably my most important book. Its about the repressed memory of epidemic of the late 80s and early 90s. Its amazing people can come up with things that never happened and remember them very clearly. [laughter] i wanted to open this with a quote from 1985, i presume from you are interested in cocacola, that you know what happened in 1985. They changed the flavor of cocacola and the entire world [inaudible] [laughter] its amazing. So i think think of another product that people would have gone so behysteric over. I started the book with the story about the flavor change because it strikes me as being em beliematic. It was a History Lesson what they taught the company of what the drink meant too much. It wasnt so much the taste. That was part of it. But what it meant. Im going read a few letters. The company was kind enough to have a file with some of the letters. Im a heavy coke drinker. I do not drink coffee, tea, milk, water nothing but coke. I drink coke all day long. I also have a glass or can of coke. Always. I have now to try to find something to drink i will tolerate. It will not be new coke. Never. [laughter] another changing comb is not millions of dollar worth of advertising cannot overcome years of conditions, or in my case generations. The old coke is in my blood. Until you bring the old coke back im going drink rc. [laughter] i do not drink alcoholic beverages, i dont smoke, i dont chase over women. My only vice has been coke. Now you have taken that pleasure from me. [laughter] my dearest coke, you have betrayed me. We went out just last week as so often. When we kiss i knew our love affair was over. It goes on and on. Its amazing. I wanted to start out with that introduction. How in the world did it happen . A drink 99 percent 50s gar water come to representative yek and have so much power in the world . Including politics and the environment, and now theyre being blamed for the obesity epidemic. How did it happen . Im going try to take you through a quick march through it. Im sure im not going cover everything anybody wants to hear. Make note about questions and ill try to answer them. Cocacola was invented in 1886 by the gentleman. Its the only known picture of him named john. He was born in 1831, and rural town in georgia. He became a pharmacist. He was a doctor, and he was a Patent Medicine maker. He was convinced he was going to make the fortune. He made extract of globe flower cough super and a number of other Patent Medicines you have never heard of. He was not a very Good Businessman. He would make money and give it away. He was also in the civil war, and he was wounded, and i believe thats one of the reasons why he became a morphine addict. Which many, many civil war veterans did become. He also had, of course, ready access as a farmist, although it was perfectly legal until 1914. Anyway. He became very interested he moved to atlanta, the big city of atlanta in 1869. Determined to make his fortune. He was sure he had in 1886 two years before he invented cocacola because he a made drink that was an imitation of the world famous you have never heard of van. If you had been alive in 1885 within you would have known all about him. Everybody knew attendant. Angela was moved to paris and began to make this wine with an infusion of coca leaf. It had a healthy portion of alcohol but cocaine. Everybody thought cocaine was a wonder drug including freud. And he had endorsement from the like of queen victoria, frank, thomas edison, and sara burn heart and pope leo xiii loved the stuff. Naturally, with such a popular drink many people imitated it including john. He created a drink called french wine coca. And it was very clearly a wine ripoff. In interview with the atlantic constitution he said as much. He said mine is better. I have made a superior product. I want to read you from one of the ads for it because it will give french wine coca pardon me. Give you a good flavor of the style of advertising. Americans are ill try a southern accent. Ive been living up north so for long. He was a southern gentleman. Americans are the most nervous people in the world. [laughter] all suffering from any nervous complaint we dmoand use the wonderful and delightful remedy. [inaudible] all are inflicted with my [inaudible] mental and physical [inaudible] its quickly cured. Its proven that the greatest blessings of the human family natures [inaudible] lawyers, literary men, merchants, bankers, ladies, and all sedentary employment causes nervous frustration, irregular laity of the stomach, bowl, and kidney [inaudible] stimulant will find it invaluable. Assure to restore health and happiness. Its the most [inaudible] and cure weakness, impolitical impotent sincerity, et. Cetera, when other remedies fail. He went on and on and on about the drink. He was selling it like gang busters. Sam jones came to town and haves hell fire preacher who convinced everybody that liquor was evil. So atlanta was one of the first cities, fullton county voted go dry. There was a vote in november of 1885. To give people time adjustgoing to take effect on july 1st, 1886. John frantically tried to figure out how he could move french wine coca to make the drink. Thats what cocacola is, ladies and gentlemen. [laughter] he kept the coca leaf, he a lot of sugar because it was very bitter with cola nut which he added. It was a very popular new drug that contained caffeine. And he this is the formula for cocacola. The new one i have in the third edition inspect is the reason you should buy the book. Have me autograph it tonight. This is the handwriting in Frank Robinson early partner and when he died two years after inventing it in 1885 Frank Robinson took the drink. Convinced him it would make a for and cure the headache, which it did. And so this is his handwriting. If you look at the cocacola flavor. Doesnt that look familiar it he named cocacola. Which guess why its named cocacola . It has cocoa leaf and cola nut. It had cocaine and caffeine. So but this nobody ever found the recipe for french wine coca. S there it is. I want to show you what they were. There is real plants. They take these leaves and make fluid extract with it. They do it still in importing it from peru and maywood new jersey. They decocainize it now. They have done it since 1903 cocacola hasnt had any cocaine. They had a [inaudible] they got out in the 20s. This is a cola nut. And i took this picture in 2006, when i was doing research for inside the outbreak in the i choose one of these. I bought one from the beautiful young and chewed it and spit it out immediately. Its incredibly bitter. I can see why he added so much sugar. They advertised it to children. This is an 1894 ad. And they advertised it this is 1896 calendar, they put it on things you had to look at a lot. They would giveaway free matchbooks, with coke can coca cola logo or calendars. And they early on had very wholesome nice looking young women although this one looks like a little bit stoned. [laughter] and it was a delightful summer and winter beverage. They are trying to sell it in the winter specific for headache, relief. It was at the same time a medicine and a soft drink. And it was served in Soda Fountain with carbonated water. Around this time, Frank Robinson who in a letter, i believe, as i recall women keep contacting me and stop with the medicinal advertise it as a drink. He began to get the idea and gradually they began to change the advertising. This is one from 1905 two years after they took out the cocaine. They advertise it with little children. As, you know, men, women, and children all healthy and happy and drinking cocacola. Let me mention why they took out the cocaine. Cocaine had ban wonder drug in the 1880s but gradually it became clear that it was an adingtive drug that was a problem. The reason they really took it out cocoa will was a southern drink. There were rumor that black people were drinking too much cocacola getting high on the cocaine, raping white women, murdering their bosses. And this was in newspapers they found at the time. Im quite convince thats one of the reason or the main reason from racism they removed the cocaine from cocacola. This is another one showing a kind of, you know, rx. Its a prescription for students. And brain workers. Its supposed to make you smarter. As the drink was quite controversial even after they took the cocaine out, the company decided to try to make it a patriotic beverage. You see uncle sam pulling a coke out of the white house Soda Fountain. It didnt do them any good. This man, whose name is harvey wiley hated coca will. He was kind of like a ralph neighedder of his day. Very powerful, very popular. He was the one who got the pure food and drug act passed in 1960. He was the first head of the fda. Or what came to be known as the fda, and he got the u. S. Government to sue cocacola in 1911, which almost put them out of business. One of his big complaint was that cafe caffeine was an added ingredient they were trying to promote to children. And coke barely survived this lawsuit. If you want i hope youll read the chapter about it. Im not going to go in to detail here. One of the things that came out they agreed never to show children under the age of 12 drinking coke in an ad again. As far as i know, they never have. Here is as harvey in a 1912 Good Housekeeping article warning the public against the gremlin of nervousness, habit, and thats what a coke glass looked like. He wanted to have very wholesome women and no overt sexual appeals more just kind of sexual appeals. This was his bottler in chicago, who showed the prostitute who is very happy and tired and said satisfied underneath. [laughter] you can see the empty coke bottles. He didnt like that. But he took the idea and made the ad from it instead. Coke early on realized they should have sports celebrities advertising their drink. Robert woodruff who took over the company in 1923, was very good friends with ty cobb, and convince them to buy coke stock in 1919 when it went public, and it was the basis of his fortune as it should been the basis of my fortune and fathers fortune who is sitting in the front row here because my fathers father jb was the pharmacist in Little Five Points and bought cocacola stock in 1919 but sold it a few years later for what he thought was a good profit in order to build a house. [laughter] unfortunate. This is an ad from 1922 showing the relatively new at that time skirt bottle or the contour bottle. What happened was coke had a contest in 1915, to select a bottle that people would recognize a blind man would recognize in the dark or, you know, [laughter] that anybody would know would was coke. The reason they did it was not for advertise but legal purposes. They wanted to sue people who were imitating them. They wanted not to be able to imitated. So thats how the classic bottle was created. By the way, the bottling began in 1899 in a big way when these two lawyers went to them and said we want to tboatle. He said i dont want it bottled. Its not a good product. The top blows off. Ill give you guys the rights to tboalgt across the United States, but you have to use my my sur numerous lawsuit came out. Youll have to read the book to find out when they were. During the depression era, robert worked with an ad man named archie lee. Between them, nay came up with some of the best and most classic coke advertising ever. Robert said no more defensive ads, were not going say its not bad for you. And were not going worry about the fact government sued us and the army banned it from army bases in 1970. Were going say its a wholesome product and its wonderful kind of affordable luxury. During the depression, this was a great thing, you know, for only 5 cents you could give yourself a little pause that refreshes. That was this wonderful adline that archie lee that came up. It became someone . An mouse with cloak. That would be good. Here is a serving tray, again, stuff you look at or use all the time. It they were good at doing this. This is a Norman Rockwell picture of wholesome freckled boy drinking coke. He looks close being under 12, but i dont think he is. This was during a time when the United States was urbanizing quickly, and even then coke was heart attackenning back to a mythical past. Very good at doing that, still very good at doing that. They couldnt show children drinking it, but they sure did want to get children to drink their drink from an early age and to become loyal and literally addicted to it. So who better to represent the drink than santa claus . This ad is a wonderful artist. I perform him to Norman Rockwell painted the santa claus started in 1931 they are still going on, as you know. And it really defined the way we think of santa claus. Up until them some were fat and jolly and addressed in red. Some were gaunt and tal and wore green. Foafer more, santa would look like this and prefer coke. When i was growing up, he a cute coke santa claus by the fireplace. Remember that . With a tiny coke . Mom and dad, would you stand up . Just far moment. [applause] [applause] my dad made part of the living making display rack. He introduced me to many people when i was first writing the book. During world world war ii, which is beyond comprehension. They when pearl harbor happened, Robert Woodruff said well provide a coke for the fighting men no matter where they are in the world for only a nickel. No matter thatch costs u. It was a great patriotic gesture. It was a brilliant marketing move. As a result coke was deemed a central morale booster for the droop troops. They sent coke men overseas dressed in Army Uniforms with to on the shoulder hood for technical observer. It was a civilian who was essential to the war effort. Most did things like fixing airplane. These guys set up coke64. Bottling plants behind the lines to give to the troops. And it really was a morale booster. Again, i have all the letters, i wont read to you now. They are in the book what it meant to people to gate coke. In the middle of warfare in the trenches. It set them up after the war with, you know, everybody knew coke was g. I. Drink. Pepsi was screaming bloody murder. They didnt get the same treatment. I thought it was a funny ad by a cartoon by bill. Congratulations, youre the 100th soldier who posed with that bottle of coke. You can drink it. [laughter] at the same time, that coke was the big patriotic drink, its amazing he had become the patriotic drink after the u. S. Government had sued them. Not that long ago thirty years or so before. It was very popular inside nazi germany. This is a 1937 cover of coke news. In 1938, i found that max kite, the head of coke in germany and had a little mustache like hitler was leading while there was a coke logo next a huge swastica. It was shocking. Now max was not a nazi himself. He had to go along to get along. For him, it was coke for everything. He actually almost was sent to a concentration camp himself because he refused to nationalize it. But he came up during the war with fan ta. A drink called fanta. It wasnt a fruit drink. It was left over of the left over. The company used that when they went to fruit drinks. After the war, cocacola was launched for international expansion, this is a cover from Time Magazine from 1950, love that. Coke had become a symbol of the american way of life for good and bad. The communists spread all of these rumor that it turned your hair white overnight and made you impotent and it was awful for you. Coke piers persevered. I have a chapter in the book called coke columnization and the communists which i found interesting. Coke was good at doing advertising on the radio. When television came along they jumped on too. They sponsored ozy and harriet to drink coke with little ricky doing so also. At the same time, they Robert Woodruff did not like change. He didnt want to change from the one drink, one size, one price. It was six and a half ounce bottle for a nickel. Thats all there was. Coke pepsi had come along during the depression, and put pepsi in twelve ounce old beer bottles. And they had a little jingle that said, you know, pepsi cola hits the spot. Twelve full ounces thats a lot. Twice as much for a nickel too, pepsi cola is a drink for you. They got an image of being a lowquality drink for cheep people. It sold a lot of pepsi. And coke refused to match them and was above them all forest fire years nobody at cocacola would say the word pepsi. You would say the pword. You wouldnt name them. Finally they broke down and matched them ounce for ounce and came out with king size coke and sprite and with fanta and tab, the first hideous diet drink. I dont want to offend people. Many people loved it. Everybody likes something and they become used to it even if it tastes like kerosene. [laughter] so coke had never addressed a huge market. The africanamerican market was very big for coke cola. But they only showed black people in ads as domestic servant and throughout the 20s and 30s. Here in the 1950 they show sugar ray robinson. The ad was in ebony, or another publication for black. They had separate but unequal ads. It wasnt until the 1960 they were basically forced by the Civil Rights Movement to not only show blacks and their ads, this was a real thing ad. But also incredible story in the book of charlie bottom the first black sales rep that coke had. What they went through together as a team in the 1960 with death threat and people dumping foods in the lap when they tried eat together in restaurant. Martin luther king won the nobel peace prize, you will go to the dinner in honor of Martin Luther king. When he was killed in 1968, cocacola helped to pay for the funeral and make sure that atlanta didnt blow up the way the rest of the country was. But its been an interesting thing. Its a racial decision lawsuit not long ago that cocacola finally settled. But there have been rational issues r