By Mark Pendergrast
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Additional info for For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It
Poverty may do to go to heaven with. But in these modern times. . ” Asa Candler, the man who would take Pemberton’s Coca-Cola and parlay it into a fortune, was not so blatant, but in his speeches he clearly equated religion, capitalism, and patriotism. Candler’s drink, Coca-Cola, came to symbolize that trio. In large measure, Coca-Cola’s success stemmed directly from advertising which made it an emblem of the good things in America, a kind of secular communion drink. Like his brother Warren, a Methodist bishop, Asa Candler would send out his own brand of capitalistic missionaries.
Men with sandwich signs walked stiffly by on busy sidewalks. Banners were strung across Main Street. At night, the bill poster plastered every available surface with advertisements, layering over a competitor’s work of the night before. Sign painters were dispatched to paint huge trademarks where travelers were most likely to let their eyes wander. We tend to think of the Victorian era as a gracious period in which nature was unspoiled, but it wasn’t unusual for a patent medicine advertiser of the era to clear-cut an entire mountainside so that he could erect a mammoth sign for Helmholdt’s Buchu, visible from a train window.
Sign painters were dispatched to paint huge trademarks where travelers were most likely to let their eyes wander. We tend to think of the Victorian era as a gracious period in which nature was unspoiled, but it wasn’t unusual for a patent medicine advertiser of the era to clear-cut an entire mountainside so that he could erect a mammoth sign for Helmholdt’s Buchu, visible from a train window. ” It was not enough, he continued, that fences and sheds were defaced. ’” One enterprising nostrum maker even offered to help pay for the Statue of Liberty, which was completed in 1886, in return for using the base as a gigantic advertisement.