Ben Gilbert

And Coca-Cola would design, pay for, fabricate, and deliver signs for drugstores that had the store name in big letters and Coca-Cola's name just as big.

And they did this for thousands of drugstores across the South.

And so you see all these great old pictures of these stores that effectively look like Coca-Cola stores.

It almost looks like they're franchising Coca-Cola rather than Coca-Cola just being a thing that's sold at the drugstores.

They won a big advertisement that says, we have Coke.

Wow.

Yeah, and if you look at old pictures of this time, they had landed on what you were talking about, the intrinsic advertising, a slogan that most people will know, delicious and refreshing, that you see on all the old Coca-Cola memorabilia.

That's coming into view.

They're not yet talking about the lifestyle you could have if you associate with Coke.

They're talking about quality, and they're also talking about price.

They're advertising as many places as they can, hey, this is five cents.

They also start for the first time working with celebrities and athletes in some of these advertisements that they're doing.

And of course, as you would expect, in 1895, they trademark the Coca-Cola script for the first time.

They are granted that unbelievably valuable trademark.

Yep.

It's just so funny.

At this point, all the cocaine is not gone yet.

It's being marketed as this unabated good, while at the same time the company's like, we should probably do our best to start moving away from cocaine because it doesn't actually seem to be the value proposition that people are here for.

Yes.

And the anti-cocaine sentiment is coming.