China Food

How did coke become a hard currency?

 
十天半月的隔绝里,思之不得的旧时光。

 


本文授权转载自【福桃九分饱】微信公众号(ID:futaojiufenbao)。
最近上海居民在隔离中以物易物,“12罐可乐换出一个超市”的故事,已经成梗了,算是种种目不忍睹、闻所未闻的刺激中,为数不多让人嘴角上扬的消息。
疫情当前,隔离风险随时降临,真要关起来十天半月没有可乐喝,肥宅饱弟想都不敢想。
A few days ago, a woman in Shanghai grabbed vegetables with her husband on her mobile phone. As a result, her husband didn’t buy a vegetable leaf, but bought 50 packs of cigarettes and 60 bottles of coke…
some people said that the man was not good, others said that the big brother’s business skills were a little explosive and found the wealth password.
at the same time, a young lady in the isolation point ordered the whole family bucket of Kaifeng vegetables. She didn’t want to drink all the coke, leaving half of it in the fridge. She will continue to be happy next time – the cup coke that
was once despised has become a treasure for thousands of dollars at this moment.
why did everyone want to drink coke so much during isolation?
why has fat house happy water become the hard currency of isolated life like food and vegetables?
let’s start with its alias “happy water in fat house” –
has been since the day when coke was born because drinking coke can bring people happiness.
happy Potion
181 cup
There is an old legend about the invention of coke:
in Atlanta in 1886, John Pemberton, an old pharmacist, developed a painkiller. Later, he somehow mixed it in seven or eight, and then mixed it into a drink. As a result, it was good to drink and can cure headaches. It sold well. Coca Cola was born.
the logic of this story is easy to understand. Just like countless Chinese food legends, the restaurant shopkeeper in Zhenjiang of the Ming Dynasty accidentally sprinkled a packet of nitrate into the pickled hoof bladder, and accidentally invented Zhenjiang meat. It’s a routine.
but the invention of coke is far from so simple. Even according to mark pendergrast’s famous biography of Coca Cola, the real story is much darker.
there is no other reason. Coca Cola has existed as “happy water” since its first day of birth.
Atlanta in 1886 is in a very disturbing stage:
more than ten years ago, the civil war destroyed half of the city, leaving countless wounded soldiers. As they grow old and frail, their nerves are more severely tortured by illness, not to mention the undiscovered postwar PTSD at that time.
© Gone with the wind
At the same time, the sweeping of industrial civilization brought great changes to the south of the United States at the end of the 19th century. People’s lifestyle, pace of life and even values were earth shaking. Many people were unable to adapt under the impact of the times, resulting in various psychological problems and mental diseases. The word “neurasthenia” was put forward in those years.
▲ in 50 years, the protagonist of the film modern times will become a famous case
In a breathless world, happiness is hard currency.
therefore, Coca Cola’s initial identity was half beverage and half health care product, and the so-called health care function was a kind of “nerve tonic”, both physically and psychologically.
at that time, however, its nourishing method was too simple, rough and even scary – early Coca Cola contained cocaine extracted from coca leaves, alias cocaine.
this is the pot of underdeveloped medicine in those days. People only found its medicinal value, but did not expect the consequences of its abuse. Just as Freud began to use it as a panacea for depression, Sherlock Holmes, born a year later than Coca Cola, gave himself a “7% solution” from time to time, and the London police didn’t take care of it.
▲ Watson: Da baa!
© The adventures of Sherlock Holmes
Of course, as Dr. Fu found that the patients taking drugs became more terrible, Holmes seemed to be forced by Watson to quit his addiction in the follow-up story, and the public should have points in their hearts. As a result, Coca Cola’s formula no longer contained cocaine as late as 1930.
it seems that the ingredients of Coca Cola that bring happiness have to be reduced by half.
it is obvious that today’s Coca Cola still seems to have a prominent psychological healing effect – otherwise, people will not take it as “fat house happiness”, and even regard it as something as valuable as food in isolation life.
the reason may not be the little caffeine in it. After all, we haven’t seen people hoarding instant coffee or tea.
Therefore, the psychological healing effect of coke not only seems difficult to replace, but even the source has become a metaphysics.
however, we can still draw a clue from history after three strokes with or without dates.
how about this water
Listen to me
It can be said that throughout the 20th century, Coca Cola took off, became an empire, and even became a symbol of the American way of life, which is inseparable from one thing:
publicity. Overwhelming publicity.
as early as 1912, Coca Cola became the most advertised product in the United States. It’s not surprising that it broke down more than a hundred years ago, such as toys, matchboxes, fans and trays.
is truly unique in that it can find the right position and make every effort to make fun of every scene where human beings can match “happiness”, especially when human beings need happiness more.
in this regard, they have never spared no expense and no matter how big the cow is. One of the most famous things is appalling today:
Coca Cola “created” Santa Claus.
yes, although Santa Claus only haunts at Christmas and has religious color, you can’t see the fat man in red robe, red hat and white beard on which page when you look through the Bible.
in fact, at least before 1881, there were different opinions on whether Santa Claus looked and dressed like this.
in the 17th century European legend, Santa Claus has the ability to make plants evergreen in winter, so people think he is dressed in green, as tall as pine and cypress, and is also immortal.
in the illustrations of American newspapers, magazines and books at the end of the 19th century, his big cotton padded jacket was green, blue and yellow. He didn’t look tall, not as strong as his later image.
in the 20th century, Coca Cola attacked the old fairy.
the prohibition of alcohol in the United States and the era of the great depression, which began in the late 1920s, made Coca Cola a big fortune. How? Selling “happiness”. The disappearance of
alcoholic drinks has left sufficient market space for soft drinks. Coca Cola is on the top quickly and goes further on the basis of national drinks.
At the same time, the American people have no money to eat in the restaurant. At the same time, they can only wash their pockets at home. At this time, Coca Cola has become a popular family table drink –
, just like the “lipstick economy” in which Americans couldn’t afford luxury goods and had to buy lipstick. People said that I didn’t have money to have fun and didn’t let me drink wine. Wouldn’t it be OK to drink a bottle of iced coke?
and the advertising pictures of Coca Cola at that time were full of young men and women with bright smiles. Together with the pleasant and enjoyable emotions represented by “sugar water”, it became a safe haven for ordinary people to escape from bad daily life.
the combination of Coca Cola and Santa Claus in the advertisement also comes from a publicity route of “selling happiness”.
at this time, after the development of retail industry in the early 20th century, the legendary gift giving characteristic of Santa Claus has also become a kind of goods attribute, especially loved by children.
so in 1931, Coca Cola company found a Swedish commercial artist, Haddon Sundblom, to reshape an advertising image for Santa Claus.
the price they offered sandbloom was $1000 a painting, and then $700 would buy a car.
sandbloom’s creation adopts the legendary red image of Santa Claus. Based on this, he designs the red and white color matching of Santa Claus, which is exactly consistent with the logo of Coca Cola.
Before
, Santa Claus was as tall as a wizard and not festive enough, so sandbloom found his good friend Lou Prentiss as a model. He happened to be a retired Coca Cola salesperson.
it is difficult for us to find the picture of Prentice today, but we can imagine that a happy, chubby and white haired grandfather will sell coke very well.
therefore, Santa Claus is endowed with the natural attribute of “coke salesman”. He appeared everywhere in Christmas posters, which helped Coca Cola’s winter sales.
over time, it not only reshaped the “standard image” of Santa Claus, but also firmly tied the brand with the joy of the festival, making Coca Cola synonymous with “Merry Christmas”.
this “selling happiness” publicity method has worked more than once. During World War II, Coca Cola fought with the U.S. military all the way. While alleviating the homesickness and fear of the big soldiers, Coca Cola played its life to expand the global market and brought cultural symbols to all parts of the world.
it seems that coke fans have been overwhelmed by fetishism and culture.
however, looking back carefully, it seems that the happiness brought by coke has little to do with its changing and noisy advertisements every year.
everyone’s good memories are different after all.
maybe at the age of five, your parents think you have a body that is not afraid of caffeine, which brings you the sweetness of burping for the first time in your childhood;
may be a mouthful of ice after playing tired in school. You know, before the beginning of the next class, this is one of the few happy times you can grasp;
may be a big bottle of family clothes on the table when the family get together. If you don’t drink, you drink the same drink with your grandparents. It spans the generation gap for decades and never exists in a full glass…
seems to be the reason why you love Coke and the old time you can’t think of in the separation of ten days and a half months.
in uncertain days, the only thing we are sure of is an increasingly strong yearning and longing:
we yearn for the days when we can drink coke at will. We miss that three yuan can bring 600 ml of happy life.
参考资料:
[1]马克·彭德格拉斯特.可口可乐传[M].高增安,马永红,李维余, 席虎牙译.上海,文汇出版社.2017.7

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