Word: coking
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...rest of Africa and Asia make a vision almost too dazzling for Cokemen to bear. A new bottling plant, complete with badminton courts to attract youthful customers, is about to open in Bombay, India. Japan, where all production is still going to U.S.-occupation personnel, is eager for civilian Coke. Most indigenous palates which have sampled the G.I.s' drink have been pleased. Sighed one Tokyo waitress: "It has the sweet-and-bitter taste of first love...
...Amiable Robots. In most places Coke has blended into the local scene as if the brown-green of its bottles and the fire-brigade red of its advertising were some kind of protective coloring. In Brazil, it has become part of the language: buses are known as Coca-Colas (because the fare is nearly the price of a Coke); in British Guiana, schoolchildren get a free Coke on Empire Day; in the Middle East, Coke bottles have become accepted missiles with which to punish unjust umpires at soccer games...
...Scrap Material, Disposal of." The first step in the educational process is to teach the teachers. The teachers are called "field men" and Coca-Cola employs about 300 of them, half of them Americans. They are scooped up like so many bottles at the front end of a Coke bottling line, and are put through a preliminary two weeks' training in New York, during which they are thoroughly rinsed of any wrong ideas they may have had about Coke. Then they move along the assembly line to various U.S. plants, where they are filled brimful with Coca-Cola lore...
...bottles chipped on the bottom) and Scuffles (bottles chipped around the trademark) are a hazard to the business and that there are ways of avoiding that hazard through careful tests, proper storage, the use of scuffing inhibitor compounds, etc. Meanwhile, the bottler's advertising department (whose expenses the Coke company shares on a decreasing scale for the first five years) was also getting instruction. Advertising must never be "competitive, offensive, tricky, brash." To be on the safe side, Coke's division headquarters in Rio de Janeiro sent along to Rio Preto sample posters, color films for ads, patterns...
...Story of Barsoum. Coke's field men in charge of sales promotion speak an idiom of their own; e.g., a Coke sign outside a store is "point of purchase sign," and cleaning a dirty Coke sign means "revitalizing the point of purchase sign." Nothing in the world of sales promotion is said only once: repetition is the key to understanding-and the good promotion man, if he has occasion to use the phrase "key to understanding" at a meeting will hold up a key to underline his point...