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"Coca-Cola is the most refreshing, exhilarating, soothing, and delicious beverage that has ever been offered to the people, and its circle of consumers is constantly widening. It is growing into favor everywhere, taking the place of all other drinks at the soda fountains and paying the dealers better profit than any other fountain beverage on the market."
—Asa Griggs Candler
As a ubiquitous symbol of Americana, Coca-Cola today evokes images of sharing a Coke with friends or enjoying ice-cold refreshments on a hot summer day.
Yet behind its iconic identity, one must ask what Coca-Cola was originally made for?
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Coca-Cola started as a patent medicine containing coca leaf (cocaine) and kola nut extracts.
It was invented in 1886 by a pharmacist in Atlanta named John S. Pemberton.
Pemberton created Coca-Cola following a common practice of his era when cure-all tonics often contained unregulated ingredients like cocaine and alcohol.
He marketed Coca-Cola as a remedy for various ailments, including exhaustion, addiction, and impotence.
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Coca-Cola’s most infamous original ingredient was cocaine.
Back in the late 1800s, cocaine was acceptable in the era’s medical knowledge, as it was widely respected in medical circles for its stimulant properties.
The medical world’s understanding of cocaine’s dangers and addictive potential was not known at the time.
Pemberton included cocaine in his original Coca-Cola formula at approximately 60 mg per serving via coca leaf extraction.
His actions reflected the standard medical practices of his time rather than deliberate malice.
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During Coca-Cola’s early days, patent medicine sellers of the late 1800s made outlandish health claims.
John Pemberton actually took a notably restrained approach when marketing Coca-Cola—he simply presented it as an “intellectual beverage” that could refresh and invigorate.
It was a modest marketing strategy, which avoided specific medical promises, letting customers interpret their own experience of the drink’s stimulating effects.
This simple marketing strategy helped the cola become mainstream in no time, valued for its taste and refreshment.
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Coca-Cola found its first customer base among those seeking relief from various ailments, from morphine addiction to digestive issues.
In fact, John Pemberton invented Coca-Cola to treat his own morphine addiction!
The drink was sold at five-cent prices, and pharmacy counter distribution helped establish the brand’s reputation.
Coca-Cola was the right drink for the perfect time, as public sentiment shifted against alcohol in the late 1800s.
Coca-Cola strategically repositioned itself from a patent medicine to a sophisticated “temperance drink” that offered stimulation without the social stigma of alcohol.
The company’s marketing genius lay in embracing its wine-based coca origins while emphasizing its alcohol-free nature.
The cola became a favorite for both temperance advocates and those seeking an energizing alternative to hard liquor.
Public opinion eventually turned against cocaine in the early 1900s.
Under pressure, Coca-Cola ultimately removed cocaine from its formula in 1903 while retaining the “Coca” name by referring to the decocainized coca leaf extract.
The decision transformed Coca-Cola from a questionable patent medicine into a mainstream soft drink focused on refreshment rather than health claims.
Coca-Cola would soon after become the most popular drink in America and the world.
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