Word: coking
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...Coke's peaceful near-conquest of the world is one of the remarkable phenomena of the age. It has put itself (in the phrase of a Coca-Cola executive with a literary bent) "always within an arm's length of desire." And where there is no desire for it, Coke creates desire. Its advertising, which garnishes the world from the edge of the Arctic to the Cape of Good Hope, has created more new appetites and thirsts in more people than an army of dancing girls bearing jugs of wine. It has brought refrigeration to sweltering...
...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 in Paris seem more colorful than usual. Wine drinkers (the overwhelming majority of all French men, women & children) bent protectively...
...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...
...situation was even more intoxicating in the Philippines. Before the war, Coca-Cola had sold a modest 5,000,000 bottles a year in the islands. Last year, Filipinos tossed off a dizzying 193 million, which meant twelve bottles of Coke for every Filipino, including babes in arms and Huk rebels in the mountains. Filipinos were crying for more. Manilans tell the story of an ex-bootblack who makes a living hanging around Coke machines and selling 10-centavo pieces (the only coins that fit the machines) for 15 centavos to thirsty people who are too eager...