Ben Gilbert

As Steve Jobs always says, you can only connect the dots looking backwards.

Of course, it is a highly addictive substance that is also super enjoyable to drink and triggers every reward center you have.

Not nearly as much as when it had cocaine in it, but plenty of reward centers from the bubbles, the sugar, the caffeine, the cold refreshment, everything about it.

The extrinsic marketing capability of associating it with everything good in your life, with happiness, with Christmas, with your family, with your favorite athletes.

It's just amazing lifestyle marketing.

Yep.

And then lastly, I will say, New Coke.

It taught us to love again.

I mean, it made us fall back in love with Coca-Cola.

I think Coca-Cola would be worse off today if they didn't go through the new Coke moment, which is crazy to say, but I guess we don't have the counterfactual.

But if you just look at the data on the resurgence in Coke afterwards, you couldn't have come up with a better marketing stunt.

It's a lot of volume.

And that's incredibly cheap ingredients.

That's the other.

Yes.

That's our why Coke worked.

All right.

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