Roughly Done

Part A
How coke become an Aussie brand:
Like most amazing stories, it started with a small idea. A delicious and refreshing idea, as described by Coca-Cola inventor Dr John Stith Pemberton in his first advertising campaign.

The year was 1886, and Dr Pemberton, a chemist from Atlanta, USA, needed to test the theory. With jug in hand, he walked down the street from his premises to Jacob’s Pharmacy where staff tasted the syrup and soda mix. It went on sale for five cents a glass.

Dr Pemberton’s bookkeeper, Frank M. Robinson, also had an idea. He thought two ‘C’s would look good on a label, and came up with the new product’s name. He handwrote it on a label, and with a stroke of the pen created an icon that would last more than a hundred years.

  * Early Days in Australia
Fast forward to 1917, and an accountant in Perth sought the rights to produce Coca-Cola in Australia.
But it wasn’t until 21 years later, in 1937, that The Coca-Cola Company sent a team to Australia to set up a production facility. The first bottle rolled off the line in a small building on the corner of Crescent and Dowling Streets in Waterloo, Sydney. It all rested on the shoulders of just ten staff and a fleet of four trucks.

The early days for Coca-Cola in Australia were not easy. The capital city markets were small by international standards, and geographically separated.

It was also an unknown product, initially sold to indifferent shopkeepers by the bottle – literally. A former Coca-Cola salesman from Adelaide, Bob Jemison, recalled vigorously persuading a shopkeeper to take a single bottle. The following week, he talked the shopkeeper into taking two bottles.

By 1939 plants were operating all across Australia – just in time for the outbreak of war. In 1943, a turning point arrived when President of The Coca-Cola Company, R. W. Woodruff decided to make Coca-Cola available to all US service men and women, wherever they were, whatever the cost. Australian plants supplied not only...