Word: coca-cola
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...decisive battle for Europe had only just begun. Meanwhile, light for Coca-Cola came in through Eastern windows...
...Coca-Cola is not what the non-American thinks of asa typical U.S. business, like steel or automobiles. It is not a product of the vast natural resources of the land, but of the American genius for business organization. It rests on such intangibles as market analysis, sales training, advertising and financial decentralization. Increasingly, through the past three decades, U.S. business progress has been a matter of such intangibles. It was time the world caught up with that fact, which Coca-Cola was demonstrating in an edifice of international business, built on a little water, sugar and flavoring...
...Battle for Europe. The most active and vocal resistance to Coca-Cola, which had arisen in France, was showing serious signs of crumbling. An unholy alliance of Communists and winegrowers had forced an anti-soft-drink bill through the Assembly, under which the Health Ministry might ban Coca-Cola (TIME, March 13). So far, the Health Minister has not budged, and it seems unlikely that he will. Meanwhile, Coke's French bottling firm kept turning out 840,000 bottles of Coke a month, a modest but promising beginning. Bright red & yellow Coke trucks made the approach of spring...
...north, Belgium had fallen. Red Pundit Ilya Ehrenburg, a recent visitor to Brussels, indignantly reported catching a man in a café in the act of ordering Coke for himself and his innocent child. In vain, Ehrenburg warned: "A person who starts drinking Coca-Cola soon finds himself turning to other sinister habits." Belgian bottling plants were hard put to keep up with demand...
Over in Germany, where it had been popular before the war, Coke had just celebrated a triumphant return under the slogan: "Coca-Cola 1st Wieder Da!" (Coca-Cola Is Back!). Once, beer-drinking Germans had thought soft drinks sissified, but the German Coke people licked that by putting ads in the papers proclaiming: "Got a hangover [Katzenjammer]? Drink Coca-Cola...