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História da Coca Cola - MUNDO COLA - A trilogia parte 1 — Transcript

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0:00[Music]
0:05[Applause]
0:15in every country in the world Cola
0:17dominates we feel that we have to plant
0:19our flag everywhere even before the
0:21Christians
0:28arrive col Destiny is to inherit the
0:32[Music]
0:45earth there is a company that is home to
0:47a sacred formula a secret so closely
0:50guarded it is locked away in a dark
0:54[Music]
0:57Vault although it is over a century old
1:00and consumed around the globe no more
1:03than three living people ever know the
1:05exact
1:13recipe it is the formula for Coca-Cola
1:17the brand consumed more than 900 million
1:20times every
1:25[Music]
1:28day I'd like to buy the world home and
1:34it love but Coca-Cola's most important
1:38ingredient cannot be kept in a
1:43vault the camera is panning to these
1:48happy beatific faces they're in they're
1:52filled with the
1:54[Music]
1:57spirit they're all very prayerful
2:03there's a very strong Conformity of
2:06purpose It's uniting All Peoples there
2:09is one God and that God is Koke
2:14[Music]
2:16[Applause]
2:19[Music]
2:30all night all day angels watching over
2:35me my Lord
2:38all all
2:41day
2:45over 1500000 bill now 1500 1500000 bill
2:51here now 1500 come on 1500 15 now
2:582 know what you're looking at Coca-Cola
3:01is your friend and wherever you go you
3:05always want a friend and you feel like
3:07you know Coca-Cola regardless of where
3:08you go Coca-Cola is there it's like
3:11coming home to Mother 1750 15 now 17
3:18and the first one I ever drunk on the
3:21street I thought I was going to die
3:23because I sneeze through my nose and it
3:26just like to blo my head off
3:30so these are the Cocola sunglasses which
3:33is very comfortable this is the first
3:34time I ever had them on because they're
3:36collector's piece I
3:38don't here's a 1929 Coca-Cola soda tray
3:42and did you notice how they use ladies
3:44on all their serving trays I believe
3:46that's what sold Coca-Cola a lot
3:48was the U they probably get H for this
3:51the exploit of women they're not too
3:54[ __ ] looking that's for sure they all
3:56have a very definite Elegance ice Cod Co
4:02$2 ice Co it's my last
4:06one ice C
4:10co$ Devotion to a product that is 99%
4:14sweetened water has little to do with
4:16taste and everything to do with image
4:19the creation of Coca-Cola as the most
4:21recognized brand name on Earth is a
4:24story of marketing genius that begins
4:26over a century
4:28ago are now
4:45$2,000 in the Heat and dust of Civil War
4:48ruin the South
4:52rebuilds America is changing from a land
4:55of farmers to an urbanized society and
4:58the rapid pace of life life brings a
5:00host of new
5:03afflictions Southerners become hooked on
5:05painkillers for their wounds and tonics
5:08for their
5:09nerves they are the perfect prey for a
5:11new Army of medicine men selling patent
5:14Elixir ladies and gentlemen it has been
5:17my great privilege many years ago whilst
5:21traveling through the mountains of
5:23paragua to find the ACT we Indians
5:26drinking the juice out the catti
5:30I have here tonight a few bottles which
5:32I am selling for
5:34[Music]
5:35$1 it
5:38h who will be the first to buy a botle
5:41on the cobblestone streets of Atlanta a
5:43patent Medicine Man Named John Stith
5:46pton hurries back to his lab like many
5:49Civil War veterans wounded in battle
5:51pton is addicted to morphine and looking
5:54for a cure some people collect stamps
5:56and coins or baseball cards or whatever
5:59card s i set out to collect
6:02information about John pimberton because
6:05I realized early on that practically
6:07nothing was known about the man you'd
6:09think that the creator of the uh most
6:12successful commercial product in the
6:14history of mankind you'd think that we
6:15know a little bit about
6:17him John pton was a genius who knew a
6:22great deal about different herbs and as
6:24the steam ships began to bring more and
6:26more exotic ingredients from all over
6:28the world and he started Ed reading
6:30about these in international drug
6:31journals he became very excited about
6:34the properties of the cocoa Leaf from
6:36Peru and the colon nut from West Africa
6:39I think he was particularly interested
6:41in the cocoa Leaf because he saw cocaine
6:44which is the principal alkaloid of the
6:46coca leaf he saw cocaine as a possible
6:49way to get off of
6:54morphine pton begins his experiments by
6:57combining the extracts of the co leaf
7:00and the cola nut in his version of a
7:02popular French wine
7:05drink cocaine the latest wonder drug is
7:09widely believed to relieve fatigue and
7:11increase sexual
7:13desire the cola nut adds a dose of
7:19caffeine soon pemberton's French wine
7:22coka is selling as an exotic Cur all it
7:26may not be that but the buzz is
7:28unmistakable
7:30in
7:321885 Atlanta voted to go dry and so he
7:36decided that he'd better take the
7:38alcohol content out of French wine cocoa
7:41and he modified it over the uh winter of
7:431885 886 and by may he had perfected it
7:47and he had named it Coca-Cola pton went
7:50down to Joseph Jacob's Pharmacy in
7:52downtown Atlanta one of the most popular
7:53soda fountains in the town and he had a
7:55flask with him it was marked Coca-Cola
7:57syrup and he asked the soda Fountain
7:59clerk if you don't mind put about an
8:01ounce of this in the bottom of a glass
8:03it's good for headaches and what have
8:04you so the man turned to a person at the
8:08soda fountain who had had a little bit
8:10too much to drink the night before and
8:12said we got something for headaches and
8:14a hangover you should
8:16try and it seemed to work pretty
8:19well on May 29th pton places the first
8:23Coca-Cola ad in the Atlanta Journal his
8:25partner works on a logo while pton looks
8:28for a way to D distribute his drink
8:30pimberton found a bargain on barrels
8:34that he could ship the syrup in and they
8:35were already red and it just happened to
8:38be a color that would uh would
8:40distinctively identify his product soon
8:43a red and white Banner hangs outside
8:45Jacob's Pharmacy advertising Coca-Cola
8:48in an elegant new script and the logo
8:51looks like it just might
8:54last but Coca-Cola never brings its
8:56inventor his fortune or his cure at 57
9:00still hooked on morphine an alien pton
9:03sells off the pieces of his company he
9:06dies peniles never knowing his formula
9:09will make countless others rich
9:13[Music]
9:34in 1888 a pharmacist and devout
9:37Methodist picks up the pieces of John
9:39pemberton's failed dream he is one of a
9:42new breed of Southern businessmen who
9:44believe in making money as a form of
9:51worship this is a portrait of my great
9:53great-grandfather ASA Griggs Cananda who
9:55was the founder of the Coca-Cola company
9:57and is quite often referred to in
9:58Atlanta as the Coca-Cola
10:03King Ace has suffered from really severe
10:06headaches and a friend recommended that
10:09he go down to Jacob's Pharmacy that
10:10there was a new product that pimberton
10:12had come up with called Coca-Cola and it
10:14was a headache and hangover remedy so
10:17ASA traes down there to triath and he
10:18was immediately relieved he decided
10:21right then and there he had to buy the
10:23formula Candler is a devoted family man
10:27a Sunday school teacher and a committed
10:30capitalist he modifies the flavorings of
10:32pemberton's formula and code names them
10:367x obsessed with secrecy Candler removes
10:40the labels from the ingredients never
10:42writes down the formula and does his own
10:45mixing behind the locked Gates of his
10:47Atlanta Mansion he treated it like the
10:49holy of holies it was a very secretive
10:52procedure only certain people were
10:54allowed to be there and you had to be
10:56able to smell the ingredients and know
10:58that they were right in be able to taste
11:00it he had to be able to roll that syrup
11:01over his tongue and know that the
11:04mixture was
11:06correct he referred to Coca-Cola all of
11:08his life as my golden Elixir and he
11:10believed it with a fervor that many
11:12missionaries have about their
11:14faith American advertising really grew
11:18out of the patent medicine
11:19industry if you were trying to sell a
11:22sewing machine you didn't need to
11:23advertise it people needed sewing
11:26machines patent medicines nobody really
11:29did need they really didn't work most of
11:32them so in order to sell the patent
11:34medicines you had to really push them
11:36and you had to make outrageous
11:39claims candler's claims are directed
11:41mainly to businessmen a Coca-Cola taken
11:44at eight he promises energizes the brain
11:47till 11 like a prophet Candler sends his
11:51missionaries across the South to promote
11:53his new drink the outrageous message
11:56they're delivering is the beginning of
11:58Modern Advertising
11:59[Music]
12:01come let's
12:03take down to the
12:07[Music]
12:15old the soda fountain was an adjunct to
12:18the drugstore and when these uh drinks
12:21were purveyed there they were pervade as
12:24drinks that were refreshing and
12:26healthful and among them Coca-Cola came
12:29to be an important
12:34drink they started getting letters
12:36particularly from women saying please
12:39stop advertising this stuff as a patent
12:42medicine cuz I like it I like to drink
12:45it I don't want to feel like I have to
12:46be sick to drink this stuff so Candler
12:51said hey there are more alive well
12:54people out there than there are sick
12:55people why not advertise to the masses
12:59Coca-Cola as brain tonic soon becomes
13:02delicious and refreshing a drink for
13:04young
13:09moderns next Candler turns his attention
13:12to women who are an increasingly
13:14important Market but the seductive and
13:16wholesome Coca-Cola girl is also meant
13:19to attract thirsty
13:20[Music]
13:23men for the first time Candler is
13:26selling an image not just a drink and he
13:29puts that image everywhere they had
13:32Japanese fans that said Coca-Cola they
13:34had calendars they had watches they were
13:36very clever to put it on things that
13:38people would consult would look at they
13:39put it on a mirror because people look
13:41in a mirror they put it on a calendar
13:43because people look at a calendar they'd
13:45put it on uh match books because you
13:47know you strike a match to light your
13:49pipe or
13:50whatnot Candler hires itinerant artist
13:53to paint the logo on barns and the sides
13:55of
13:56buildings soon the elegant script can be
13:58seen in every state and territory in the
14:01US on the eve of the 20th century
14:04Candler is selling 36 million coca-colas
14:07a year and spending an unheard of 20% of
14:10his revenues on
14:20Advertising by 1904 Coca-Cola is so
14:24successful that Candler commissions a
14:26skyscraper in his own name
14:30the first building in Atlanta to Tower
14:32over the church
14:34[Music]
14:36Steeples in the Cornerstone he places a
14:39copper box containing his picture and a
14:42bottle of
14:49Coca-Cola the word Coca-Cola was almost
14:52magic in the early days if you hung a
14:54canvas sign out you were an immediate
14:56business success because everybody was
14:58enamored with the drink and they all
15:00wanted to try it and if your if your
15:01Corner Grocery Store sold it then
15:04immediately people would go there and so
15:06some other drinks came out these are
15:08what we refer to gently as
15:12imitators this is
15:14coconola and this is Coke k c o k
15:18e and this one an imitator this is Pepsi
15:26Cola hit the spot 12
15:30Pepsi was begun in Newburn North
15:32Carolina by a young pharmacist named
15:35Caleb
15:37bradam he used to always experiment with
15:39these different uh tonics and and
15:42formulas and came across one drink that
15:44became very popular to the locals and it
15:46was nicknamed by the locals Brad's drink
15:49like Coca-Cola Brad's drink starts as a
15:52southern tonic its active ingredient
15:54pepsin is used to treat indigestion and
15:57like Coke it Works sort of eventually
16:01the word had spread out what a good
16:03drink it was and bradam figured he
16:04better come up with something that was a
16:05lot more marketable so I came with the
16:07name pepsicola
16:11[Music]
16:12there were all sorts of people who had
16:16probably very fine drinks uh but they
16:19put them in a bottle that used either
16:20the word coca or Coke or Cola and the
16:23Coca-Cola Company of course had had
16:25their trademark for a long long time and
16:27they said hey wait a minute it's not
16:29fair to trade on our
16:31name soon there are scores of imitators
16:34the upstart Pepsi is selling over half a
16:36million gallons of syrup a year so
16:39Candler looks for something
16:41new what he comes up with is a bottle
16:44called the hobble
16:47skirt its inspiration is clear to
16:50everyone they wanted a very easily
16:53identifiable bottle something that they
16:55anyone would know was a Coca-Cola and so
16:57one of the criteria was a bottle you
16:59could hold in your hand in the dark and
17:02know that it was a
17:03Coca-Cola two bottles of Coca-Cola yeah
17:06make sure it's Coca-Cola all them
17:08bottles look pretty much alike not now
17:10they
17:12don't is that Coca-Cola yes sir and
17:15that's the brand new bottle for
17:17Coca-Cola the hobble skirt bottle they
17:19patterned it after the hobble skirt
17:21Betty wears pretty nifty huh I'll take
17:24the hobble skirt I'll take Betty
17:27[Music]
17:30it will be touched by men and women the
17:32world
17:33[Music]
17:35over Generations will embrace
17:38it artists will be inspired by
17:42it in darkness it will feel like a
17:45moment of pleasure is Within
17:47Reach and in light it will be seen as
17:51the shape of refreshment
17:54[Music]
18:09it's ironic that Coca-Cola had taken all
18:11of the cocaine out by
18:131903 and yet people continued to think
18:16that it had drugs in it it was called
18:18dope all throughout the South or a shot
18:21in the arm or a morning's morning or
18:24Another Brick in the Candler building
18:27they still use the Coco leaf to this day
18:29in their drink but they decocainized it
18:32first so there's absolutely no cocaine
18:34and Coca-Cola
18:36anymore in a way the idea that coke had
18:39this mysterious sinful quality to it
18:43helped um it wasn't just a soft drink it
18:47had a little touch of
18:49[Music]
18:51sin child oh mother I'm getting off a
18:56wild I am drinking C coola now if it did
19:00give it an Allure I will say this I have
19:03a cousin on the other side of my family
19:04not connected with Coca-Cola who went to
19:06school and the head woman in their dorm
19:09would tell them now girls nice girls
19:12never ever take two aspin in a Coca-Cola
19:14it makes you do wild things makes you do
19:17things you will regret as soon as we
19:19were out for our afternoon of Freedom we
19:21would head to the nearest drugstore buy
19:22a bottle of aspirins and we would sit
19:24there at the counter and drink Coke and
19:25take aspirins and see what it made us do
19:28girl began to shimy and Shake then pery
19:32hollered out goodness s oh mother if you
19:37[Music]
19:41could the US government actually sued
19:44Coca-Cola in a very widely publicized
19:48trial in Chattanooga in
19:501911 Harvey Wy who's the father of the
19:54Food and Drug Administration personally
19:57decided that he hated C ca he didn't
20:00think that they should have caffeine and
20:02a drink that children were drinking and
20:05what Coca-Cola did to defend itself at
20:07this trial regarding children was to say
20:09no children don't drink it which was
20:11Preposterous because clearly they did
20:14but ever since 1911 Coca-Cola had an
20:17Unwritten rule never to show a child
20:20Under 12 in an advertisement drinking
20:23the beverage so they were sort of put in
20:26a spot how are they going to appeal to
20:27Children cuz they still wanted to get
20:29kids to drink the
20:31stuff Coca-Cola's answer is to use
20:34youthful models to come close to the
20:37line but not go under it they know a kid
20:40who grows up on coke is the best
20:42guarantee there is of a future
20:45[Music]
20:52drinker but Ko's message also appeals to
20:55Nostalgia for a simpler life kids 12 ven
20:58over and fishing ponds rendered by
21:01America's best artists like Norman
21:04[Music]
21:06Rockwell for two decades ads linking
21:09Coke to Life's special moments barely
21:12[Music]
21:19change very few people know that
21:21Coca-Cola actually gave us our modern
21:24version of Santa before coat came along
21:27Santa Claus was St Nick you know St
21:30Nicholas was a a tall uh sort of severe
21:34skinny guy who often wore green or
21:37yellow or sometimes
21:41red in 1931 Coca-Cola hired Haden sunlam
21:46and he painted a fat jolly St Nick who
21:49wore Coca-Cola red Haden sunlam was
21:52known as the as the leader of The
21:53Chicago School of illustrators whole
21:55bunch of other illustrators Harry
21:56Anderson and and and people like that
21:59all studied and painted his way but pden
22:03he had the Irish virus himself you know
22:05he liked to Tipple as they say and they
22:08were afraid maybe he'd uh croak so they
22:10had him do like five years of Santa
22:12Claus is into the
22:19future those associations that go back
22:21to an early age are very important to us
22:23I'm sure you know as I do lots of adults
22:25who eat the most terrible food and say
22:27it's wonderful because the way Mama used
22:29to make it how do we get back the past
22:32and one of the ways is by consumption so
22:34that consuming something that brings
22:36back earlier associations is very
22:39important to people particularly a
22:41commodity that has by this time acquired
22:44so much special weight in the
22:48society after 50 years of image making
22:51candler's brain tonic has become an icon
22:54the most advertised consumer product in
22:56America but even Coke men know consumer
22:59loyalty like youth doesn't last
23:03[Music]
23:06forever long before a campaign is
23:09started there is Basic Marketing
23:11thinking there is what is our problem
23:14research it let's find out where where
23:16are the weaknesses what are people
23:18saying about us you know they would go
23:20out and they would find out what are
23:22people saying about the product
23:23Coca-Cola what are people saying about
23:25the communications that Coca-Cola is
23:28giving
23:29most mostly people had nice thoughts
23:31about Through The Years great credit all
23:33the way back to the to the candlers for
23:35crying out loud who had Norman Rockwell
23:37and and NC wyth and people like that
23:39doing their their ads birds and bees and
23:43all the flowers and Tre in candler's Era
23:46Coca-Cola's image comes from print ads
23:49by the 60s the new pitchmen are masters
23:52of song and film but the message Remains
23:55the
23:56Same down on the back of neck and
23:59nothing on my
24:01mind an ice cold Coke on the back of my
24:05throat say hello
24:08[Music]
24:14summer the old cocal company that I
24:16started working for the brand was a
24:18religion really it was a religion it had
24:21made them all rich it had never been
24:24defiled and they really saw this as an
24:27icon
24:28[Music]
24:31we stuck very close to the basic ideas
24:34of our campaigns we didn't wander if it
24:36was things were better with Coca-Cola it
24:38was somebody who had a Coke and it was
24:42just that much little more brightness in
24:44his or her life and there were natural
24:47times when you wanted a Coca-Cola and
24:50same with it's the real things we picked
24:52we picked what the times thought were
24:55real
24:56things but but that's that's that's all
24:58we did we didn't um didn't get deeper
25:02than that and and because real
25:06things were sort of very American basic
25:09things it kept us very Norman
25:12Rockwell I was
25:16[Music]
25:18raed the most intense story that we ever
25:22told of a girl and a guy was probably
25:24the story in Country
25:26Sunshine it was a story of a girl who'd
25:28obviously been in the city coming back
25:30to a simple simple Farm we picked a long
25:33long road for her to come up with and
25:35when she got out of the car you could
25:37see she was sophisticated mom and dad
25:39were corn farmers and that was how the
25:41commers appros to end and a very smart
25:43art director named dant toriello saw the
25:45boy from the farm next door had come
25:47over in an old truck just to watch the
25:49commercial and he said that's how it has
25:51to end she can't just come all the way
25:53home just to see Mom and Dad has to be
25:55the boy next door so that whole scene of
25:57this guy who' never been actor before in
25:59his life Don said look this is a
26:01beautiful girl you've loved her all your
26:04life now we've got about two more takes
26:06before Sundown let's get them jump out
26:09of that truck like you've been waiting
26:10for all your
26:12[Music]
26:17life the Coca-Cola Company used to say
26:20um you know Cocola is what you serve on
26:23the front porch and Pepsi is what you
26:25serve on the back porch and that really
26:28was the attitude in in those early days
26:32but my my job I always thought was to
26:34keep it special and yet not keep it just
26:38exclusively for the front
26:40[Music]
26:42porch
26:43[Music]
26:47lookart with Coke as the exclusive
26:49number one Pepsi is stuck on the back
26:52porch but by the early 50s Pepsi isn't
26:55satisfied so it attempts to change its
26:57image
26:58[Music]
27:00the commercials were always so stuffy
27:02and boring and they all kept trying to
27:04tell people that these are the kinds of
27:06people who drink Pepsi these stuffy
27:09terrible people the
27:11Sociables Al Hoffman a dear friend I
27:15said let's have lunch I want to show you
27:17some
27:18lines now I I wish IID brought the prop
27:20along cuz I had it I don't have the the
27:22lines anymore but he came to lunch with
27:25four pieces of yellow fool cap you know
27:28typewriter paper on which in every
27:31single corner he had written theme lines
27:34for pepsicola and at the end of around
27:3715 minutes or 20 minutes I said to Al
27:40Hoffman um on one of these sheets is the
27:44greatest idea that PepsiCo has ever had
27:48and he said tell me what it is I said no
27:50you find it and I said he looked around
27:52said he couldn't find anything at all I
27:53said it's on this sheet and I handed him
27:56the sheet it was on and he searched all
27:59over the sheet here and there I said
28:00tell me tell me God damn it tell me and
28:02I finally said it's right here and there
28:05were two words Pepsi
28:08generation Come
28:11Alive come
28:13alive you're in
28:18theep Charlie Brower the president said
28:20to me I hate this line I hate the word
28:26generation why can't you say the Pepsi
28:29group or the Pepsi gang or the Pepsi
28:32crowd I said because generation is Big
28:35that's that's big league we're staking a
28:37claim to all of the Youth of America
28:41there's
28:42[Music]
28:44way until now Pepsi's been just another
28:47Cola but in the early' 60s all that
28:50changes Pepsi's admin get hip kids
28:53become the Target and the Battle of
28:55image begins
28:59generation coming at you going strong
29:04put yourself
29:05[Music]
29:11behind one of the big thoughts in there
29:13is the notion of a soft drink as a badge
29:16as something as as of as something
29:19saying who you are and what you are and
29:20what social groups you you uh you aspire
29:23to and and and hang with and I think um
29:27that was that was the big leap in that
29:29advertising and I think it took it out
29:31of the sort of the another product
29:35category and put it into the icon
29:40category Koke has been the big
29:43All-American brand and pepsu is always
29:45the street
29:47brand it's more like um the brand to the
29:50left more of a renegade brand more of a
29:54Down and Dirty brand
29:57[Music]
30:00you're
30:02a the by the early 80s Pepsi's market
30:06share has grown to
30:0820% Then Pepsi launches the biggest
30:10celebrity ad ever made and the Cola Wars
30:15[Music]
30:21explod it just looked real and it made
30:25Pepsi I think the real icon the real
30:28thing even then it's co line it made it
30:31realer it made it the realer thing it
30:34made you think you know even if you're
30:36were
30:3740 maybe i' be liking that brand you
30:40know maybe I would be liking that
30:43brand you know it happened right here 20
30:46years ago right here Mom mhm Coca-Cola's
30:50response is a middle-aged version of its
30:52most successful ad
30:54ever World home and
30:58[Music]
31:03with Nostalgia may not be as cool as
31:05Michael Jackson but
31:08[Music]
31:18Itself by the end of the80s coke is
31:21still the real thing but Pepsi is The
31:24Cutting Edge drink and gaining fast
31:31the kill ratio on Pepsi ideas is about
31:33you know like 100 to one so like you
31:35know there there are guys Junior guys
31:37who just like convinced are never going
31:39to sell a Pepsi spot because you know
31:40they've walked in with 50 ideas and it's
31:43like ski shooting 1.7 years at
31:47wedding 1.5 hours at the op do you think
31:51those those are the ones I've chosen for
31:53now a little tough a little tough d
31:56beaves .1 months for Pure
32:01unadulterated
32:04[Music]
32:07[Applause]
32:17mindless making fun commercials about a
32:20fun drink is anything but
32:23fun the cost is enormous the stakes
32:26astronomical
32:33this 32nd Pepsi commercial will be seen
32:36by 95% of all Americans at least once
32:40over the course of the next
32:44year no no no no no no no burger with
32:48cheese hey no I said buddy Burger buddy
32:52cheese Bunny come on now buddy listen
32:55listen up forget it right come on now
32:59forget the burger forget the fries okay
33:01just give me a large Pepsi all I really
33:03want is a
33:04Pepsi Pepsi
33:06Pepsi yeah action guys with very little
33:10difference between Pepsi and Coke all
33:13either drink is selling is image and
33:15image as any adman knows is hard to
33:18Define but it's got to come across loud
33:21and clear you need to get that anacom
33:23fixed thank you very much I
33:26[Music]
33:36the Cola Wars which Pepsi Embraces and
33:39Coke claims not to exist cost billions a
33:42year in advertising and reach into every
33:44corner of American
33:47life in the South Bronx Coca-Cola hires
33:50a group of local artists to claim one
33:52small piece of the battlefield we met
33:54with the Ad Agency who was handling the
33:56account at the time they explain to us
33:58it's an art contest with high school
33:59students and what happens is each year
34:01they um choose three winners and part of
34:03the incentive of the contest is that
34:05they get their work Showcase in
34:07different locations throughout the city
34:08this wall right here itself was like
34:11really empty so now you have like
34:13Coca-Cola walls here you have kids in
34:15the community also painting instead of
34:17going doing vandalism on walls now now
34:19they go into stalls owners and do like
34:22you know similar work what we doing a
34:25regular sign painter can't go into the
34:27ghettos of of New York City and do these
34:30murals and you know they'll they'll last
34:32because they won't last we can go out
34:34there and we can actually spray paint
34:35these walls because we're using spray
34:37paints something that the kids identify
34:39with their picassos are the guys with
34:42the spray
34:45cans Coca-Cola has always employed the
34:48best artists to sell its image from
34:50Norman Rockwell to Picasso with spray
34:53cans but by the '90s what was once the
34:56intuitive realm of artists has grown
34:58into a sophisticated science of
35:00persuasion what we're going to be doing
35:02tonight is gathering your public opinion
35:04this is ASI market research and we are
35:06an independent research organization
35:08we're hired by other companies to go out
35:10and gather public opinions on a variety
35:12of different
35:14things here you go thanks darling here's
35:19coold what can I get you blueberry pie
35:22and Pepsi
35:25[Music]
35:28good
35:29song great
35:31song Market researchers measure our
35:34emotions Moment by moment working late
35:37on the holidays yeah it's hard in the
35:40kids nice build
35:41[Music]
35:45here they want to know why we choose one
35:48Cola over the other when their tastes
35:50are virtually the same
35:56[Music]
36:02no no uh
36:05[Applause]
36:05[Music]
36:13n something that I I came to recognize
36:16in my work with patients um as they
36:19would talk about what their troubles
36:22were about their lives occasionally they
36:24would refer to something they had seen
36:26in a commercial I didn't really pay much
36:28attention to it until I had um work with
36:33I I just call her Amy it's not her real
36:35name um and she referenced that she
36:39wasn't part of the Pepsi generation at
36:41one point she felt like she had never
36:44been part of the youth
36:47generation that was singing and dancing
36:49and having a fine time now she felt like
36:52she was too old to ever be part of the
36:54Pepsi generation she was internalized
36:57ing images from advertising and
37:00integrating that into a set of
37:03expectations about who she was supposed
37:05to
37:06[Music]
37:17be in Time Square we're bombarded with
37:20million dooll images telling us who
37:23we're supposed to be
37:26[Music]
37:28but even in this consumer circus one
37:30product
37:33[Music]
37:34dominates it takes more than material
37:37things to be happy it takes more than
37:40that Mercedes it takes more than that
37:42gold
37:50bracelet Coca-Cola has been promising us
37:52happiness ever since Asa Candler first
37:55packaged image in a bottle
37:58today the Coca-Cola company is a $150
38:01billion soft drink Colossus and Coke is
38:04the most recognized brand name in the
38:06world pretty smart advertising for a
38:09sugar drink that started out Life as a
38:11brain
38:13tonic ahead
38:21of you money Saturday night isn't it fun
38:25you don't m is it
38:28[Music]
38:31[Applause]
38:33[Music]
38:36that happiness that you get from the
38:38alcohol is artificial that happiness
38:41that you get from drugs is artificial
38:44but there ain't nothing like the real
38:46thing you need the real thing you need
38:49real Joy you need real
38:53happiness you look at CO's advertising
38:57it's like like a religious
38:59Mantra Coke is is selling a continuity
39:04of life through generations and a bond
39:09through life throughout different
39:11cultures what is really basic and
39:14essential about
39:16humans it goes to the level of a kind of
39:20spiritual bond
39:30there's all that Harmony in distinction
39:33to how someone is actually feeling so
39:36the sense is I'm not there I wish I
39:39could live in harmony you know I wish
39:41the world were this kind of place yes if
39:44only but there's that Gap you don't get
39:46there through drinking
39:49Coke always Coca
39:56[Music]
40:07I'd like to talk a little bit here about
40:09the Coca-Cola museum in Atlanta Georgia
40:11because I find it such an interesting
40:13American institution it's visited by a
40:16very large number of people and when you
40:17go in and pay your money you're taken to
40:19the top floor and then the only way to
40:22get out is by walking down the stairs so
40:24there's no way not to get the coke
40:26message the first thing I saw there on
40:29getting to the top floor was a short
40:30film in which a man with silver hair and
40:33a fatherly expression said to us you
40:37know in the final analysis Coca-Cola
40:39really doesn't belong to us it belongs
40:42to you to anyone and to everyone who has
40:45ever shared a moment with a Coke I had
40:49the feeling I was in the presence of God
40:51um then the film follows with the most
40:54wonderful music and everybody of every
40:56complexion size and shape worldwide is
40:58drinking Coke Eskimos Zulus the whole
41:01world is on a kind of kick it's a kind
41:05of embodiment of the spirit of coke the
41:09whole notion of things go better with
41:12the whole notion of brain tonic the
41:15whole notion of refreshment of good
41:17Fellowship bonami people all when
41:20they're together they're happy and when
41:21they're happy they drink Coke and when
41:23they drink Coke they're happy and
41:24they're together so that the messages
41:26are intertwined in this wonderfully
41:29convincing way and this Temple this
41:33synagogue this church of consumption is
41:37analogous to the holy medicine bundles
41:40of the American Indians who a used uh
41:44objects sacred objects which they held
41:47together in a little packet as the kind
41:49of central um thematic expression of
41:54their identity as a people in some ways
41:57the Coke Museum is like a medicine
42:00[Music]
42:11bundle in candler's time sales meetings
42:14are closed with Onward Christian
42:16Soldiers then the missionaries hit the
42:24road still today for some at least C is
42:27a matter of faith I
42:33all
42:35I the Angels crying the
42:40world
42:44world that's a good song I made that
42:47song
42:50up as a symbol for his religion Christ
42:54chose the wheat seed the Reverend Howard
42:57chooses a symbol that is equally
42:59recognizable
43:01today when Christ made a parable of the
43:04wheat seed why did he do it because
43:07everybody knew what a wheat seed was and
43:10that's the way it is about the Cocola
43:14bottle when they see that Coca-Cola
43:16bottle they go to it and they may be
43:19Christians and they may not be
43:20Christians they may be foreigners they
43:22may be infidels whoever they are they go
43:24to that bottle and know what it is and
43:26they'll read maybe some of my little
43:28slogans and things I have a slogan where
43:31it says past time never returns and
43:35future time uh is only a hope and the
43:39present time is all you got and I'm
43:41getting thousands of quotations out that
43:45people's never heard in order to
43:47influence them to the saving of their
43:52soul cap up there at uh there's a
43:56heavenly as high as you can go and the
43:59bottom says down there that's as low as
44:02you can go so between as low as you can
44:05go and high as you can go Cocola comes
44:07right in there from the time you're born
44:09and it's with you when you die
44:12[Music]
44:17[Music]
44:46[Music]
44:55over a century ago a Isa Candler took a
44:57unique formula and a flare for image
45:00making and made them into something akin
45:02to a
45:05religion kendler originally bought
45:07Coca-Cola for
45:08$2,300 by 1917 the company is worth 25
45:15million kendler has always seen kooch as
45:18a family trust but he's 65 and
45:21tired he decides to give the company to
45:24his children
45:26[Music]
45:31nothing nothing else gives you the
45:33bracing Sparkle and the bright little
45:35lift that's so delightfully yours in ice
45:37cold Coca-Cola Coke has a distinctive
45:40flavor all its own that no one has ever
45:42succeeded in matching no actually got
45:45the story from his granddaughter Laura
45:47canler Chambers who you have to
45:49understand I'm going to give you her
45:50version of it when I interviewed her she
45:52said please understand I was a little
45:53girl she was so seven maybe um
45:57they would have Christmas every year of
45:59course at our grandfather's there would
46:01be the big uh gift exchange they started
46:04handing out these envelopes and my
46:06parents got an envelope and all my aunts
46:08and uncles got an envelope and what
46:10worried Aunt Laura was she was afraid
46:12she was going to get an envelope and
46:13what she really wanted was a present to
46:15unwrap hopefully a doll to play with
46:17which she ended up getting but in those
46:19envelopes wor the shares the Cocola
46:21company after he had given his children
46:23the majority of the stock they sold the
46:26company
46:27without telling their father and it damn
46:30near killed him he just hated it not
46:34only that they had sold it to a
46:36Syndicate of Bankers headed by Ernest
46:39Woodruff and Asa Candler hated Ernest
46:42Woodruff as did almost everybody in
46:44Atlanta he was known as a very powerful
46:46very stingy businessman he was of course
46:49really hurt he had given this to them
46:51thinking well it's you know it's a cash
46:54cow the money will always roll in it's
46:56wonderful product if you just manage it
46:57right it will be fine however they
47:00couldn't manage it because they couldn't
47:01get
47:02[Music]
47:04along at Christmas time in
47:071924 Candler finds himself alone at the
47:10builtmore hotel in New York
47:15City he writes to his son I never go out
47:20I am terribly
47:22lonely once I was countered as one of
47:25the movers and shakers of Atlanta
47:27and my children looked up to
47:30me now I'm a nobody
47:35[Music]
47:58when people did in fact have a notion of
48:01a deity their identity was shaped in a
48:04certain important Way by relation to
48:07that
48:14deity to the extent that that feeling
48:17has been replaced by the notion that you
48:19can build yourself over into what you
48:22want to be by consuming to that extent
48:25consumption has replaced an old older
48:28ideology if I drive a mercedesbenz wear
48:31a Rolex watch take my vacations in San
48:34maritz and otherwise demonstrate to the
48:37world the kind of person I am the kind
48:40of person I am is the kind that consumes
48:42in that way it says nothing about my
48:44character it says nothing about my
48:46relationships to other people but I have
48:48an identity that's been built up by
48:50companies and yeah that's where
48:52consumerism takes us and it is in this
48:54sense a new religion
48:57[Music]
49:11i' te the world to see
49:19per the world
49:27find
49:56oh
50:27m
50:29[Music]

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