The Coke Machine Part 16

Page 92 former college athletic director: Marc Kaufman, "Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi," Marc Kaufman, "Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi," Was.h.i.+ngton Post Was.h.i.+ngton Post, March 23, 1999.

Page 93 DeRose would agree to speak: Dan DeRose, e-mail to the author. Dan DeRose, e-mail to the author.

Page 93 "My basic philosophy": Billie Stanton, "Are Ad-Splashed Schools Selling Out Our Kids?" Billie Stanton, "Are Ad-Splashed Schools Selling Out Our Kids?" Denver Post Denver Post, November 28, 1999.

Page 93 one signed by Cicero-North Syracuse High School: Ross Getman, interview by the author; Lori Duffy, "C-NS Gets a Taste of c.o.ke-Fueled Stadium; Coca-Cola, Taxpayers Would Fund $5.5m Complex," Ross Getman, interview by the author; Lori Duffy, "C-NS Gets a Taste of c.o.ke-Fueled Stadium; Coca-Cola, Taxpayers Would Fund $5.5m Complex," Post-Standard Post-Standard (Syracuse, NY), July 14, 1998. (Syracuse, NY), July 14, 1998.

Page 93 with the help of the president of the state a.s.sembly: Michael Bragman, "c.o.ke-School Agreement Good Deal for Taxpayers," Michael Bragman, "c.o.ke-School Agreement Good Deal for Taxpayers," Post-Standard Post-Standard (Syracuse, NY), August 3, 1998. (Syracuse, NY), August 3, 1998.

Page 93 two fully stocked c.o.ke machines: Amber Smith, "First Impressions: Bragmans Prepare Their Home to Host a Barbecue with Hillary Clinton," Amber Smith, "First Impressions: Bragmans Prepare Their Home to Host a Barbecue with Hillary Clinton," Post-Standard Post-Standard (Syracuse, NY), July 8, 1999. (Syracuse, NY), July 8, 1999.

Page 93 2-cent-per-container soda tax . . . reelection campaigns: Kevin Sack, "How Albany Works, Lesson 1: Lobbying, the Beverage Industry Pushes Hard for a Tax Break, and Succeeds," Kevin Sack, "How Albany Works, Lesson 1: Lobbying, the Beverage Industry Pushes Hard for a Tax Break, and Succeeds," New York Times New York Times, June 12, 1995; Erik Kriss, "Bragman Holds Largest Larder in the Region; Election Reports Disclose Donations to New York Candidates," Post-Standard Post-Standard (Syracuse, NY), July 24, 1998; Jacqueline Arnold and Jim Emmons, "Cola Wars Loom for CNY School Districts; Liverpool and North Syracuse Are Putting Together Million-Dollar Deals with Coca-Cola," (Syracuse, NY), July 24, 1998; Jacqueline Arnold and Jim Emmons, "Cola Wars Loom for CNY School Districts; Liverpool and North Syracuse Are Putting Together Million-Dollar Deals with Coca-Cola," Post-Standard Post-Standard (Syracuse, NY), April 13, 1998. (Syracuse, NY), April 13, 1998.

Page 93 standing next to Bragman . . . money for the stadium: Duffy, "C-NS Gets a Taste of c.o.ke-Fueled Stadium." Duffy, "C-NS Gets a Taste of c.o.ke-Fueled Stadium."

Page 94 written up in c.o.ke's hometown newspaper: Jennifer Brett, "Corporate Partners.h.i.+p: Cash Strapped Schools Ponder Sponsors.h.i.+ps," Jennifer Brett, "Corporate Partners.h.i.+p: Cash Strapped Schools Ponder Sponsors.h.i.+ps," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, January 21, 1999.

Page 94 school districts from Portland . . . to Edison: Kaufman, "Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi." Kaufman, "Health Advocates Sound Alarm As Schools Strike Deals with c.o.ke and Pepsi."

Page 94 92 percent of high schools . . . 43 percent of elementary schools: Elizabeth Becker and Marian Burros, "Eat Your Vegetables? Only at a Few Schools," Elizabeth Becker and Marian Burros, "Eat Your Vegetables? Only at a Few Schools," New York Times New York Times, January 13, 2003; C. Miller et al., "Nutrition Services and Foods and Beverages Available at School: Results from the School Health Policies and Programs Study 2000," Journal of School Health Journal of School Health 71 (2001), 313-324. 71 (2001), 313-324.

Page 94 "If a high school student drinks a c.o.ke": Cardello, 109. Cardello, 109.

Page 94 targeted kids with special come-ons: Allen, 207; Pendergrast, 203. Allen, 207; Pendergrast, 203.

Page 94 "children under 6 or 7 years old ": Dietz, 127; Watters, 229. Dietz, 127; Watters, 229.

Page 95 babies recognize brands: Daniel S. Acuff and Robert H. Reiher, Daniel S. Acuff and Robert H. Reiher, Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children (Chicago: Dearborn, 2005), 71; Susan Gregory Thomas, (Chicago: Dearborn, 2005), 71; Susan Gregory Thomas, Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds (Boston: Houghton Mifflin, 2007), 5. (Boston: Houghton Mifflin, 2007), 5.

Page 95 "With soft drink consumption": Steve Matthews, "Connecticut May Ban Soft Drinks in Schools on Obesity Concern," Bloomberg News, May 25, 2005. Steve Matthews, "Connecticut May Ban Soft Drinks in Schools on Obesity Concern," Bloomberg News, May 25, 2005.

Page 95 "collectors' items": Allan Petretti, Allan Petretti, Petretti's Coca-Cola Collectibles Price Guide Petretti's Coca-Cola Collectibles Price Guide, 10th ed. (Dubuque, IA: Antique Trader Books, 1997).

Page 95 "You take any character that is cute": Daniel Acuff, interview by the author. Daniel Acuff, interview by the author.

Page 95 originally intended for teens or adults: Juliet B. Schor, Juliet B. Schor, Born to Buy Born to Buy (New York: Scribner, 2004), 40. (New York: Scribner, 2004), 40.

Page 95 helped foment the concept of "product placement": Scott Leith, "c.o.ke Leads Push to Place Products in Movies, TV," Scott Leith, "c.o.ke Leads Push to Place Products in Movies, TV," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, October 29, 2000.

Page 95 "ludicrously conspicuous": Tom Shales, "'Young Americans': WB's Summer Fling," Tom Shales, "'Young Americans': WB's Summer Fling," Was.h.i.+ngton Post Was.h.i.+ngton Post, July 12, 2000.

Page 95 sponsors.h.i.+p of the runaway television hit . . . "35- to 64-[year-olds]": Theresa Howard, "Real Winner of 'American Idol': c.o.ke," Theresa Howard, "Real Winner of 'American Idol': c.o.ke," USA Today USA Today, September 9, 2002.

Page 96 brokered a $150 million deal: Olinka Koster, "Harry Potter Author's Coca-Cola Deal," Olinka Koster, "Harry Potter Author's Coca-Cola Deal," The Advertiser The Advertiser, October 19, 2001.

Page 96 c.o.ke wouldn't appear . . . Minute Maid juices, and Hi-C: "CSPI Says c.o.ke Deal Makes 'Chamber of Secrets' More Like 'Chamber of Commerce,'" U.S. Newswire, October 24, 2002. "CSPI Says c.o.ke Deal Makes 'Chamber of Secrets' More Like 'Chamber of Commerce,'" U.S. Newswire, October 24, 2002.

Page 96 "Kids love Harry Potter": Greg Ha.s.sell, "Marketing Column," Greg Ha.s.sell, "Marketing Column," Houston Chronicle Houston Chronicle, October 10, 2001.

Page 96 "The target is really": Scott Leith, "a.n.a.lyst Criticizes c.o.ke's Marketing Efforts," Scott Leith, "a.n.a.lyst Criticizes c.o.ke's Marketing Efforts," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, June 14, 2001.

Page 96 second-highest-grossing film at the time: Brian Fuson, "Warner Reaps More Magic from Potter: $88mil Bow," Brian Fuson, "Warner Reaps More Magic from Potter: $88mil Bow," Hollywood Reporter Hollywood Reporter, November 19, 2002.

Page 96 most successful campaign of the year: Scott Leith, "Coca-Cola Confident of 'Harry Potter' Benefits," Scott Leith, "Coca-Cola Confident of 'Harry Potter' Benefits," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, February 1, 2002.

Page 96 eighty-five of them between 2001 and 2009 . . . Enchanted: Enchanted: BrandChannel, Movie Product Placement, BrandChannel, Movie Product Placement, http://www.brandchannel.com/brandcameo_brands.asp?all_year=all_year#brand_list.

Page 96 leap to online advertising . . . 100,000 visitors a month: Louise Story, "c.o.ke Promotes Itself in a New Virtual World," Louise Story, "c.o.ke Promotes Itself in a New Virtual World," New York Times New York Times, December 7, 2007; author visit to CCMetro.

Page 97 Domac and her students . . . keeps the figures: Domac, interview by the author. Domac, interview by the author.

Page 98 ban on soda in the entire Los Angeles: Helen Gao, "Soda Ban May Burst Bubble; LAUSD Students Could Be the un-Pepsi generation," Helen Gao, "Soda Ban May Burst Bubble; LAUSD Students Could Be the un-Pepsi generation," Daily News Daily News (Los Angeles), August 26, 2002. (Los Angeles), August 26, 2002.

Page 98 data from a new UCLA study: Gao, "Soda Ban May Burst Bubble." Gao, "Soda Ban May Burst Bubble."

Page 99 threatening to pull its sponsors.h.i.+p: Gao, "Soda Ban May Burst Bubble." Gao, "Soda Ban May Burst Bubble."

Page 99 unanimously voted to cut their contract: Helen Gao, "Last Sip for Campus Sodas; School Board Bans Soft-Drink Sales," Helen Gao, "Last Sip for Campus Sodas; School Board Bans Soft-Drink Sales," Daily News Daily News (Los Angeles), August 28, 2002; Erika Hayasaki, "Schools to End Soda Sales; L.A. Unified: The Soft Drinks Won't Be Allowed on Campuses Starting in 2004. They May Be Replaced by More Healthful Beverages," (Los Angeles), August 28, 2002; Erika Hayasaki, "Schools to End Soda Sales; L.A. Unified: The Soft Drinks Won't Be Allowed on Campuses Starting in 2004. They May Be Replaced by More Healthful Beverages," Los Angeles Times Los Angeles Times, August 28, 2002.

Page 99 sp.a.w.ning similar resolutions: "School Ad Backlash," "School Ad Backlash,"Denver Post, October 1, 2000.

Page 99 "This is like using a squirt gun": Daniel B. Wood, "A Farewell to Fizz from LA Lunchrooms," Daniel B. Wood, "A Farewell to Fizz from LA Lunchrooms," Christian Science Monitor Christian Science Monitor, August 30, 2002.

Page 99 "it's the couch, not the can": Sherri Williams, "More Limits Sought on Soda Sales in Schools," Sherri Williams, "More Limits Sought on Soda Sales in Schools," Columbus Dispatch Columbus Dispatch, January 9, 2004.

Page 99 "Step with It!": "Coca-Cola: The Bottom Line," Datamonitor, July 19, 2002. "Coca-Cola: The Bottom Line," Datamonitor, July 19, 2002.

Page 100 praise from . . . Tommy Thompson: Scott Leith, "Atlanta-Based CCE Takes on Critics, Defends Soft-Drink Sales in Schools," Scott Leith, "Atlanta-Based CCE Takes on Critics, Defends Soft-Drink Sales in Schools," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, April 6, 2003.

Page 100 c.o.ke reportedly "donated" $200,000: Melanie Warner, "Striking Back at the Food Police," Melanie Warner, "Striking Back at the Food Police," New York Times New York Times, June 12, 2005.

Page 100 "There is a rush": Dan Mindus, senior a.n.a.lyst, Center for Consumer Freedom, interview by the author. Dan Mindus, senior a.n.a.lyst, Center for Consumer Freedom, interview by the author.

Page 100 four to eight times more likely: David S. Ludwig, "Relations.h.i.+p Between Funding Source and Conclusion Among Nutrition-Related Scientific Articles," David S. Ludwig, "Relations.h.i.+p Between Funding Source and Conclusion Among Nutrition-Related Scientific Articles," Public Library of Science Public Library of Science 4, no. 1 (January 2007), e5. 4, no. 1 (January 2007), e5.

Page 100 "Is that happening today": David Ludwig, interview by the author. David Ludwig, interview by the author.

Page 100 The argument hits deep: See Lori Dorfman and Lawrence Wallack, "Moving Nutrition Upstream: The Case for Reframing Obesity," See Lori Dorfman and Lawrence Wallack, "Moving Nutrition Upstream: The Case for Reframing Obesity," Journal of Nutrition Education and Behavior Journal of Nutrition Education and Behavior 39, no. 2S (March/April 2007), S46-50; Raj Patel, 39, no. 2S (March/April 2007), S46-50; Raj Patel, Stuffed and Starved: Markets, Power, and the Hidden Battle for the World Food System Stuffed and Starved: Markets, Power, and the Hidden Battle for the World Food System (Hoboken, NJ: Melville House, 2007), 276; Abigail C. Saguy and Kevin W. Riley, "Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity," (Hoboken, NJ: Melville House, 2007), 276; Abigail C. Saguy and Kevin W. Riley, "Weighing Both Sides: Morality, Mortality, and Framing Contests over Obesity," Journal of Health Politics, Policy and Law Journal of Health Politics, Policy and Law 30, no. 5 (2005), 869-923. 30, no. 5 (2005), 869-923.

Page 101 spent $2.8 billion in advertising: The Coca-Cola Company, Annual Report, 2009. The Coca-Cola Company, Annual Report, 2009.

Page 101 "Certainly students should be taught": Lori Dorfman, director, Berkeley Media Studies Group, interview by the author. Lori Dorfman, director, Berkeley Media Studies Group, interview by the author.

Page 101 strategic retreat . . . "We just don't think": "c.o.ke Easing Off Marketing in Schools," "c.o.ke Easing Off Marketing in Schools," Houston Chronicle Houston Chronicle, March 15, 2001.

Page 101 n.o.body bothered to tell . . . ponied up a bid: Scott Leith, "Obesity Weighs Heavily on Colas; Industry Studies How to Fight Back in Health Debate," Scott Leith, "Obesity Weighs Heavily on Colas; Industry Studies How to Fight Back in Health Debate," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution , February 6, 2005. , February 6, 2005.

Page 101 "What is the plan?". . . placed on its board: Sherri Day, "c.o.ke Moves with Caution to Remain in Schools," Sherri Day, "c.o.ke Moves with Caution to Remain in Schools," New York Times New York Times, September 3, 2003.

Page 102 "They are a win for the students": "Sodas in Schools Become an Issue," "Sodas in Schools Become an Issue," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, September 6, 2001.

Page 102 news articles in 2001 and 2002: Berkeley Media Studies Group, "Obesity Crisis or Soda Scapegoat? The Debate over Selling Soda in Schools," January 2005. Berkeley Media Studies Group, "Obesity Crisis or Soda Scapegoat? The Debate over Selling Soda in Schools," January 2005.

Page 102 average only $12 to $24 per student: Amy Hsuan, "Schools' Soda Deals Losing Fizz," Amy Hsuan, "Schools' Soda Deals Losing Fizz," Oregonian Oregonian (Portland), November 15, 2006. (Portland), November 15, 2006.

Page 102 Another a.n.a.lysis by CSPI: Center for Science in the Public Interest and Public Health Advocacy Inst.i.tute, "Raw Deal: School Beverage Contracts Less Lucrative Than They Seem," December 2006. Center for Science in the Public Interest and Public Health Advocacy Inst.i.tute, "Raw Deal: School Beverage Contracts Less Lucrative Than They Seem," December 2006.

Page 102 announced its own new policy . . . scoreboards stayed: "c.o.ke Announces Policy on Soda Sales in Schools," "c.o.ke Announces Policy on Soda Sales in Schools," Was.h.i.+ngton Post Was.h.i.+ngton Post, November 18, 2003.

Page 102 industry conference in New York City: Scott Leith, "Simplistic Solutions Won't Cure Obesity, c.o.ke CEO Says," Scott Leith, "Simplistic Solutions Won't Cure Obesity, c.o.ke CEO Says," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, December 9, 2003.

Page 103 2 percent overall: Scott Leith, "Sales Growth Slow, Profit Flat at c.o.ke," Scott Leith, "Sales Growth Slow, Profit Flat at c.o.ke," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, February 12, 2004.

Page 103 declined declined 3 percent: 3 percent: Elizabeth Lee, "Cola a Day Doubles Diabetes Risk," Elizabeth Lee, "Cola a Day Doubles Diabetes Risk," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, August 25, 2004.

Page 103 Matthew Whitley, had lashed out . . . paid no fine: U.S. Securities and Exchange Commission, "In the Matter of The Coca-Cola Company, Respondent," Administrative Proceeding File No. 3-11902, April 18, 2005; William Spain, "No Fine for c.o.ke in 'Channel-Stuffing' SEC: Beverage Behemoth to Continue 'Remedial Actions,'" Market-Watch, April 18, 2005. U.S. Securities and Exchange Commission, "In the Matter of The Coca-Cola Company, Respondent," Administrative Proceeding File No. 3-11902, April 18, 2005; William Spain, "No Fine for c.o.ke in 'Channel-Stuffing' SEC: Beverage Behemoth to Continue 'Remedial Actions,'" Market-Watch, April 18, 2005.

Page 103 In one 2003 poll in California: California Endowment, "A Survey of Californians About the Problem of Childhood Obesity," October/November 2003. California Endowment, "A Survey of Californians About the Problem of Childhood Obesity," October/November 2003.

Page 103 "a simplistic" ... "absurd and outrageous": Leith, "Simplistic Solutions Won't Cure Obesity, c.o.ke CEO Says." Leith, "Simplistic Solutions Won't Cure Obesity, c.o.ke CEO Says."

Page 103 The first anti-soda bill . . . schools K-12: Michele Simon, Michele Simon, Appet.i.te for Profit: How the Food Industry Undermines Our Health and How to Fight Back Appet.i.te for Profit: How the Food Industry Undermines Our Health and How to Fight Back (New York: Nation Books, 2006), 224-25. (New York: Nation Books, 2006), 224-25.

Page 104 slip out the back door: Domac, interview by the author. Domac, interview by the author.

Page 104 industry-paid experts . . . high schools anyway: Simon, 226-227. Simon, 226-227.

Page 104 California experience would be repeated: Simon, 234-236; Greg Winter, "States Try to Limit Sales of Junk Food in School Buildings," Simon, 234-236; Greg Winter, "States Try to Limit Sales of Junk Food in School Buildings," New York Times New York Times, September 9, 2001; Scott Leith, "Selling Soft Drinks to Kids: Obesity Battle s.h.i.+fts to Schools," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution , June 15, 2002. , June 15, 2002.

Page 104 "When it came to the two": Michele Simon, interview by the author. Michele Simon, interview by the author.

Page 104 The most notorious example . . . governor Jodi Rell: Simon, 231-233. Simon, 231-233.

Page 104 selectively shared revenue data: Alison Leigh Cowan, "Food Fight," Alison Leigh Cowan, "Food Fight," New York Times New York Times, May 29, 2005.

Page 104 debate in the House was the longest: Alison Leigh Cowan, "Hartford House Votes to Limit School Junk Food Sales," Alison Leigh Cowan, "Hartford House Votes to Limit School Junk Food Sales," New York Times New York Times, May 18, 2005.

Page 105 times when their parents had denied them candy: Simon, 231. Simon, 231.

Page 105 "well-stocked" cooler of c.o.ke: Alison Leigh Cowan, "Healthy Food in the Lunch-room? First, You Need a Healthy Debate," May 16, 2005. Alison Leigh Cowan, "Healthy Food in the Lunch-room? First, You Need a Healthy Debate," May 16, 2005.

Page 105 support of 70 percent . . . allowing sales in high schools: Simon, 231-232. Simon, 231-232.

Page 105 "undermin[ing] the control and responsibility": Alison Leigh Cowan, "Rell Vetoes Junk-Food Limit in Connecticut's Public Schools," Alison Leigh Cowan, "Rell Vetoes Junk-Food Limit in Connecticut's Public Schools," New York Times New York Times, June 15, 2005.

Page 105 in France, lawmakers voted: Isabelle de Pommereau, "French Schools' New Bete Noire: Vending Machines," Isabelle de Pommereau, "French Schools' New Bete Noire: Vending Machines," Christian Science Monitor Christian Science Monitor, October 8, 2004.

Page 105 "Clearly we are playing catch up": Scott Leith, "Obesity Weighs Heavy on Colas, Industry Studies How to Fight Back in Health Debate." Scott Leith, "Obesity Weighs Heavy on Colas, Industry Studies How to Fight Back in Health Debate."

Page 105 "to better reflect the expanded range": PR Newswire, November 11, 2004. PR Newswire, November 11, 2004.

Page 106 new director, Susan Neely: "Ex-Homeland Security Official Susan Neely Takes the Helm at ABA," "Ex-Homeland Security Official Susan Neely Takes the Helm at ABA," Beverage Digest Beverage Digest, April 29, 2005; Caroline Wilber, "Beverage Industry Ads Tout New School Policy," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, October 13, 2005.

Page 106 "The industry thinks": Caroline Wilbert, "Bottlers Across the Country Lobby to Stay in Schools," c.o.x News Service, July 11, 2005. Caroline Wilbert, "Bottlers Across the Country Lobby to Stay in Schools," c.o.x News Service, July 11, 2005.

Page 106 Beverage Inst.i.tute for Health and Wellness: Dominic Mills, "c.o.ke Calls In the Men in White Coats," Dominic Mills, "c.o.ke Calls In the Men in White Coats,"Daily Telegraph (London), March 16, 2004. (London), March 16, 2004.

Page 106 conference in Mexico City: Alex Beam, "A Knack for Cooking Up Controversy," Alex Beam, "A Knack for Cooking Up Controversy," Boston Globe Boston Globe, November 4, 2004.

Page 106 rose 74 percent . . . "the glory days": Scott Leith, "U.S. Soft-Drink Industry Ruminates on How to Recharge Its Batteries," Scott Leith, "U.S. Soft-Drink Industry Ruminates on How to Recharge Its Batteries," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, May 27, 2004.

Page 106 quietly pushed Daft out: Neil Buckley and Betty Liu, "Wall Street Is Convinced That Steven Heyer, the Company's President and Chief Operating Officer, Is the Man for the Top Job," Neil Buckley and Betty Liu, "Wall Street Is Convinced That Steven Heyer, the Company's President and Chief Operating Officer, Is the Man for the Top Job," Financial Times Financial Times, March 10, 2004.

Page 106 to take his place was Neville Isdell: Claudia H. Deutsch, "Coca-Cola Reaches into Past for New Chief," Claudia H. Deutsch, "Coca-Cola Reaches into Past for New Chief," New York Times New York Times, May 5, 2004.

Page 107 "help more people by working": Andrew Ward, "c.o.ke Joins Battle for the Brand," Andrew Ward, "c.o.ke Joins Battle for the Brand," Financial Times Financial Times (London), November 21, 2006. (London), November 21, 2006.

Page 107 in the core of the brand: Andrew Ward, "c.o.ke Gets Real: The World's Most Valuable Brand Wakes Up to a Waning Thirst for Cola," Andrew Ward, "c.o.ke Gets Real: The World's Most Valuable Brand Wakes Up to a Waning Thirst for Cola," Financial Times Financial Times, September 22, 2005.

Page 107 eighteen to twenty-four months: Caroline Wilbert, "Interview: c.o.ke CEO Neville Isdell: Boss Confident About Strategy," Caroline Wilbert, "Interview: c.o.ke CEO Neville Isdell: Boss Confident About Strategy," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, November 13, 2005.

Page 107 "I came back to the Coca-Cola Company": Scott Leith, "New Chairman and Chief Executive Vows to Reignite c.o.ke's Growth," Scott Leith, "New Chairman and Chief Executive Vows to Reignite c.o.ke's Growth," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, September 16, 2004.

Page 107 "Regardless of what the skeptics": Foust, "Gone Flat." Foust, "Gone Flat."

Page 107 committed an extra $400 million: Ward, "c.o.ke Gets Real." Ward, "c.o.ke Gets Real."

Page 107 "Carbonated soft drinks": Raja Mishra, "In Battle of Bulge, Soda Firms Defend Against Warning," Raja Mishra, "In Battle of Bulge, Soda Firms Defend Against Warning," Boston Globe Boston Globe, November 28, 2004.

Page 107 "Healthier consumers are going to be": "c.o.ke Boss Counters Obesity Criticisms," "c.o.ke Boss Counters Obesity Criticisms," Toronto Star Toronto Star, June 18, 2004.

Page 107 Chicago and New York had joined: Raja Mishra, "School Lunch Bill Targets Obesity: Bill Aims for Healthier School Lunches," Raja Mishra, "School Lunch Bill Targets Obesity: Bill Aims for Healthier School Lunches," Boston Globe Boston Globe, October 10, 2004.

Page 107 New Jersey pa.s.sed the first: John Holl, "School Policy in New Jersey to Take Junk off Lunch Tray," John Holl, "School Policy in New Jersey to Take Junk off Lunch Tray," New York Times New York Times, June 7, 2005.

Page 108 Arnold Schwarzenegger championed: Dorsey Griffith, "Junk Food Junked: Governor Signs Bill Strictly Limiting Sales in Public Schools," Dorsey Griffith, "Junk Food Junked: Governor Signs Bill Strictly Limiting Sales in Public Schools," Sacramento Bee Sacramento Bee, September 9, 2005.

Page 108 PepsiCo had for the first time: David Teather, "Bubble Bursts for the Real Thing As PepsiCo Ousts c.o.ke from Top Spot," David Teather, "Bubble Bursts for the Real Thing As PepsiCo Ousts c.o.ke from Top Spot," Guardian Guardian, December 27, 2005.

Page 108 4 percent increase . . . "There is growth": Caroline Wilbert, "c.o.ke Exceeds Profit Target," Caroline Wilbert, "c.o.ke Exceeds Profit Target," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, February 8, 2006.

Page 108 "intellectual G.o.dfather of tobacco litigation": Activist Cash, Activist Cash, http://activistcash.com; Center for Consumer Freedom, http://www.consumerfreedom.com.

Page 109 $250 billion settlement: Joe Nocera, "If It's Good for Philip Morris, Can It Also Be Good for Public Health?" Joe Nocera, "If It's Good for Philip Morris, Can It Also Be Good for Public Health?" New York Times New York Times, June 18, 2007.

Page 109 global tobacco treaty: World Health Organization, "Global Tobacco Treaty Enters into Force with 57 Countries Already Committed," press release, February 24, 2005. World Health Organization, "Global Tobacco Treaty Enters into Force with 57 Countries Already Committed," press release, February 24, 2005.

Page 109 "The number of a.n.a.logies": d.i.c.k Daynard, interview by the author. d.i.c.k Daynard, interview by the author.