MAR 357 Final Question 5

In the 1940s coke played an integral role in world

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In the 1940s, Coke played an integral role in World War II. Woodruff ordered that every man in uniform receive a Coke for five cents, no matter where he is or whatever the costs the company incurs. Many of the soldiers would say that they were fighting for the right to buy Coca-Cola again. Coke had become a part of the American way of life and the American culture by this time. It also reminded the soldiers of so much of home. Coke representatives were granted pseudo-military status as “technical observers.” Many of the soldiers believed them to play an integral part in advancing the war. Black market sales of the drink prospered. By the war’s end, GI’s did an expansion job that would have otherwise cost millions of dollars and taken 25 years. Advertisements were a big part of the patriotic presence of the Coke in the US. Ads were made to show Coke quenching the thirst of victory gardeners, bond salesman, and returning soldiers. Consumers were reminded that around the globe: Coke was the pause that refreshes.
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Advertising even halted the creation of a drink called “pause,” because this word was so heavily associated with Coca-Cola that the US patent office refused to register the new soft drink. The advertising budget was around 30 million dollars in 1955 for the Coke brand. Price wasn’t really discussed in this case study, however, it was mentioned that Coke was competitively priced versus the competition.
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