Veteran never die

Chapter 390 War and Drinks

0394 War and drinks

[—During the war in a foreign country, American soldiers’ love for Coca-Cola gradually blended into the complex emotions of homesickness, patriotism and self-motivation, and they even raised this dependence to an emotional belonging that outsiders cannot understand—]

There is an old saying that once the gun is fired, the gold is ten thousand taels.

Coca-Cola jumped at this opportunity.

Not long after Coca-Cola appeared, another competitor, Pepsi, was born.

The contest between the two sides is similar to that of Wang Laoji and Jia Duobao, and they will fight again and again.

Wang Liang said: "Generally speaking, when the war comes, the military enterprises will be the biggest winners. Relying on the government's large military supply orders, they can guarantee their income in droughts and floods, and make a lot of money. But this Coca-Cola and the military have nothing to do with a dime. How could a beverage company that couldn’t match it survive World War II?”

In fact, Coca-Cola had a lot of influence before World War II.

On the eve of World War II, the German SS was in urgent need of a sweet and delicious drink.

As a result, Coca-Cola Germany reached an agreement with Hitler to start building a bottling plant in the German-occupied area.

After Coca-Cola was put into the German market, it was very popular.

By 1939, Germany had 43 bottling plants and more than 600 distributors.

"When Germany hosted the Olympic Games in 1936, Coca-Cola made a special advertisement for the Olympic Games."

Speaking of the 1936 Olympic Games, Wang Liang couldn't help but say a few more words: "That was the 11th Summer Olympic Games. What's interesting is that this Olympic Games was held in Germany, Germany, and the German gold medal list rose to the first place, and this Olympic Games also It became Hitler's campaign to promote the great power of Germany."

"The Olympic Games have been under the control of the Communist Party from the beginning to the end, which played a role in fueling the flames for the German Communist Party to cast a smokescreen of peace. Objectively, it whitewashed and propagated Hitler for Hitler, and played a very bad role politically. The Olympic Games have been in the past three years. Afterwards, the Communist Party launched a war of aggression, which brought disaster to people all over the world, including the Germans."

It was precisely because of the outbreak of World War II led by the Communist Party that the relationship between the United States and Germany was extremely tense, and the trade embargo began.

Therefore, the German branch of Coca-Cola has been unable to obtain the main syrup formula of Coca-Cola from the US head office.

Soon, Coca-Cola almost disappeared in Germany.

In order to keep the factory running, the new head of Coca-Cola's German operations created a new beverage and named it Fanta, using ingredients only available in Germany.

This Fanta is not the same Fanta. Wang Liang further explained: "Because of the shortage of various materials, the taste of Fanta during the war depends entirely on the materials that can be found, so it does not have a fixed product image."

"The Fanta drink that everyone is familiar with today was a completely different orange-flavored soda that Coca-Cola launched in Italy in 1955."

On December 1941, 12, the Japanese army suddenly launched an attack on the US naval base Pearl Harbor.

In this way, the United States was forced to be involved in the vortex of the world war.

The once tense war put Coca-Cola's operations into extreme difficulties.

The domestic sales of Coca-Cola are not optimistic, not to mention the sales abroad, which is even more messy.

The sudden war made Coca-Cola face a huge business crisis.

But after the United States declared war on Japan, Coca-Cola found a huge business opportunity.

Because in the research, Coca-Cola researchers found that American soldiers fighting on the front line have a special miss for Coca-Cola.

In the past 30 to [-] years, they have gotten used to that taste, that kind of alternative feeling.

As soon as it entered the mouth, countless bubbles hit the mouth.

Wherever he went, he was filled with intense pleasure.

When you are happy, you can feel the celebration.

When you are sad, you can relieve your sorrow.

Coke has already developed into a culture of this country and this nation.

Just like Chinese tea.

Investigators found that 90.00% of American soldiers said they missed the taste of Coke.

"Gudong Gudong Gudong."

"Huh-"

"belch."

I really miss it so much.

If you can take another sip, even if you are killed on the battlefield, there is nothing to regret.

That's it, the person in charge of Coca-Cola found a business opportunity. If the soldiers on the front line could drink Coca-Cola, wouldn't the market be opened up?

In addition, people in the countries where the US military is stationed are also potential customers.

Coca-Cola has absolute confidence in its products.

Wang Liang shook his head and said with a wry smile: "So the American soldiers who participated in the war became potential consumers and salesmen of Coca-Cola."

Subsequently, the president of Coca-Cola issued a public statement: "In order to support the just war of the motherland, no matter where our soldiers go, the company will spare no expense to ensure that each soldier can drink a bottle of Coca-Cola from his hometown for only five cents." .”

Soon, officials also stood up to support.

On June 1943, 6, Eisenhower, the five-star general and supreme commander of the Allied Forces in Europe, sent an urgent telegram to Marshall, the chief of staff of the US Army in North Africa: "Our army first requires 29 million bottles of Coca-Cola, and can produce twice the amount of full-bodied Coca-Cola every month." Bottling, cleaning and capping equipment, please provide escort."

Due to the tight transportation of military forces, it was difficult for bottled Coca-Cola to be delivered to the front line quickly.

So Coca-Cola came up with a new idea and simply set up a bottling plant where the US military was stationed.

At the same time, dispatch employees to provide production services with the army.

Wang Liang said dumbfoundedly: "I tell you now that you may not believe it. The employee who was sent to the battlefield to do Coca-Cola filling work was awarded the military position of 'Technical Observer' by the US military and became a soldier with the highest rank. It's the Colonel, Colonel Coca-Cola."

It's kind of crazy to say now.

But Wang Liang, a veteran, can understand.

These 'technical observers' are similar to the art troupes sent by our army during the self-defense counterattack.

Although he did not directly participate in the battle, he gave spiritual encouragement to the officers and soldiers who participated in the battle.

Wang Liang said: "Before World War II, although Coca-Cola tried every means to promote its products to the world, for a long period of time, Coca-Cola was only popularized in limited countries such as Canada, Cuba and Germany."

"During World War II, the Coca-Cola Company established 64 bottling plants in various theaters of the world, selling a total of 100 billion bottles of beverages. As a result, Coca-Cola gained an overwhelming market share in European and Asian countries, and one after another The dominant position has been maintained until the 90s of the last century."

"Coca-Cola leaves its closest rival, PepsiCo, far behind, with nearly 70.00% of the cola market, and hundreds of small regional soft drink companies continue to produce a variety of flavors, dividing up the remaining 30.00% of the market."

(End of this chapter)