Ben Gilbert

No advertising campaign could have ever gotten people to pay this much attention to Coke

In many ways, this actually did save Coca-Cola.

After this, they started building back share.

What's the song?

You don't know what you got till it's gone.

This made people realize, oh my God, I do love Coca-Cola.

The little fun trivia is, David, do you know what New Coke became after they removed the name New Coke but left the product on the market?

Oh, no, I don't.

They renamed it Coke 2.

Ah, ha, ha.

And it was not fully abandoned until 2002.

Yep.

So I don't know who the Coke 2 fans were, but it was available for you at some point for a while.

It would have been better off.

But actually not, right?

This whole thing was so stupid that it was actually amazing.

When I did some math on this, my first glance at it was this has been an unbelievable investment because even though the equity value is, you know, it's gone up, would you say 20 something X, but over a long period of time, it's been fine.

22, 23, yep.

The dividend yield is insane.

They get 800 million to a billion out every year and their principal was 1.3 billion.