Word: coca-cola
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...months, the gossip fizzed through the ad world: "Coca-Cola is changing. Coke will have a completely new look." It was no idle rumor. Lippincott & Margulies, the Manhattan design consultants, were hard at work on a multimillion-dollar project intended to refurbish Coca-Cola's image. Says Walter Margulies: "The whole thing has been more secret than the work we did with Admiral Rickover on the Nautilus." Now it is finished, and the company has told the world to prepare for "the most massive change in the graphics of a product that has ever been done...
What has actually changed? There will be a new logotype on Coke cans, boxes, signs, trucks, cups, glasses and uniforms-everything but the bottles. But the logo will still spell Coca-Cola in the familiar flowing, baroque script. The new twisting white ribbon under the words is supposed to "echo" the wasp-waisted shape of the bottle. Coke signs and emblems, however, will now be square or at least rectangular; the old circles, diamonds and fish shapes will be banished from the company's advertising. Drivers of the 25,000 Coca-Cola trucks, a fleet that Coke officials claim...
...Much of the money will be paid by the bottler-distributors-provided that Coke can persuade them to come across. Franchise contracts are now so liberal that bottlers can do things that dismay headquarters-for example, placing some Coke signs on outhouse walls. At next week's convention, Coca-Cola will introduce a "modern" contract designed to give the company tighter control...
...that drafted the "Port Haron Statement" in 1962. That was a group of disaffected students and intellectuals, alienated both from the American dream and the pedantic Old Left squabbles their parents had engaged in thirty years before. Led by Tom Hayden and Al Haber, these children of Hiroshima and Coca-Cola nurtured on Paul Goodman hoped to forge a "New Left" that would revive radical politics after the critical somnolence of the fifties...
...group of dissident ex-Communists who were fed up with the increasingly moderate stance and peaceful co-existence line of the Party. They brought to the rather undisciplined and unideological New Left a coherent, straightforward revolutionary strategy and the discipline of a centralist organization. The children of Hiroshima and Coca-Cola, now veterans of a few years' moral outrage, were prepared to handle neither...