Ben Gilbert

Aha, I did not know that.

As discussed on our Mars episode.

And this was really the nail in the coffin for Coke being a summer drink.

I've heard that the most Coke is now sold during the holidays, which is amazing since it was a refreshing thing served... For the hot Atlanta summers, yeah.

Unbelievable.

They also, during this time period, get into partnerships.

Big, giant, landmark brand partnerships, the first of which is the Olympics...

Coca-Cola was a sponsor of the 1928 Olympics in Amsterdam, which makes them the longest-running Olympic sponsor.

And at the LA 28 Games, that will make 100 years of Coca-Cola partnering with the Olympics.

I think that's right.

I think it was really innovative.

Right, and this predates all the stuff that Coca-Cola did with the World's Fair and with World Cup and with all these other big sort of global brand stage events.

Interesting.

The other big pillar in the ground that Woodruff puts in in these first 10 years is around standardization.

This is when he really throws his arms up and says, we're going to stop changing the formula.

And my understanding is from that point on in 1920-ish all the way until 1985-

there was no changes to the Coca-Cola formula.

Woodruff's Coca-Cola was that 65-year unchanged formula.

We will get there.

But it's this notion of everything should be standardized.