for the ecological footprint of the particular society. Coca is to cocaine what potatoes are to vodka and yet, the traditional fields have been under assault for generations noweven though the plant is highly nutritious.
And with that scale, I believe, comes potential to drive change. Coca -Cola. Everyone recognizes that iconic image, always within an arm's length of desire.First quiz question, how many liters of water would it take to make one liter of Coca Cola?
Why aren't you doing this? Coca -Cola's welcome to come on board. if they want to.
Make it $1.49, because you know that it costed out-- someone on the food side was like, oh shit, we can do that for $1.50 as long as we get them to buy the giant Coca -Cola. And you know, when you're making lunch or dinner for a family that doesn't have a lot or a person that doesn'thave a lot, so unhealthy.
Let me give you another example. Coca -Cola is the most famous beverage ever.Why? Now I've always wondered this, because I never particularly liked it.
And so what's been interesting to watch is a couple things. Coca -Cola specifically is investing a lot more in water.They're investing a ton in juice.
I mean, with all of the secret formula, of course. Coca Cola has done a good job, a very good job, across decades of maintaining its brand leadership.So you can start digging into and using all those metrics that I showed you a few screens ago-- men and women,
or impending children of your own. Coca -Cola is mostly water.
And even Coca Cola was invented as a health drink. Coca Cola was sold in pharmacies.It was sold with soda water.
self-employed and my last job was at uh Coca -Cola in Western Europe I worked um had a very good job well paid so imagineI com home well PID job I tell my wife maybe it's time for another change I'm going to write a
have gone through he would have had to remove far more than his shoes uh at the Coca -Cola look like a small poorly thought out product line um so I I I
Opium and eventually heroin was particularly associated with the Chinese community. Cocaine-- they replicated it with cocaine in African Americans. There's quotes in the book which I will not read now which are profoundly disturbing.
Improv is full of those moments. Cocaine, man, just you know.
Well, it's beyond faith. Cocaine. Many people know that there are a lot of high functioning people in various places in this society who are cocaine users.
Let's talk about dopamine for a second. Cocaine is widely considered the most addictive substance on Earth. When someone snorts cocaine, all that actually happens is dopamine floods into their brain and then the brains blocks its re-uptake.
cocaine, allow an animal to self administer it.
Maybe Coca Cola.
Or Coca -Cola-- life tastes good.
And Coca -Cola Enterprises was our client.
And Coca -Cola, you can't figure out what that flavor blend is.
People very clearly associate them with being one of most interesting compound companies. And Coca Cola, if you're thinking about an industry which is flavored water-- right? I mean, with all of the secret formula, of course.
At Coca -Cola, we were looking for a way-- mind you, Coca -Cola had a very strong market share position, like a 45 percent share of market, as Google has a strong position today--
At Coca -Cola, when I was president of the company, I kept a card in my pocket with the company's hundred largest customers from around the world.
Would cocaine fall under craft services, do you think?
Or cocaine. Before I went full time, I asked John Crowley, what should I be aware of?
crack cocaine-- the drugs that I thought was really destroying the community-- I learned that most of the people that take that drug
Crack cocaine, of course, has a harsher penalty.
crack cocaine. Remove the crack cocaine, or show the people that you're putting lots of money into law enforcement efforts in removing cocaine.
And cocaine was in "The Last Movie." But it was his vision.
a cocaine brain. You notice the red has gone down? Those are dopamine receptors.
animal cocaine you would see a spike in dopamine and there was no habituation the second third fourth time food if you
If you want a Coca -Cola once a week, you have it.
receivables from Coca Cola and Pepsi and McDonald's and Johnson and Johnson and General Motors. And I say,
They had Coca -Cola and, I don't know, there were all these big people.
- Buy some Coca -Cola.
I sure love Coca -Cola.
And just like Coca -Cola has a conflict with its bottlers, to have the bottlers spend more money so Coke the brand
And then Coca -Cola came in, took us on, and so I stuck with them for a number of years, you know, for obvious reasons.
northern Peru called coca chimba and until 2005 nobody outside of this tiny
village of coca chimba was aware of these waterfalls existence they were on
no electricity going into coca chimba in that year a
Something like a Coca -Cola or a Dr Pepper is complex, keeps us coming back, versus an orange soda, which might be pretty nice the first time you have it,
Not just Coca -Cola, not just Pepsi, not just other soft drink companies, but all of us.
after reading about Coca -Cole.
Do you like coca -cola?
Certainly you could find Coca -Cola in Africa, Asia, Latin America, and the Middle East.
Well, it's a testimony to marketing. And the people at Coca -Cola had a belief that-- I'm relying this on a book "Salt, Sugar, Fat" by Michael Moss. It was a best seller a year ago.
And they would try to use advertising to make a connection, so that later on you would just think Coca -Cola, it's great, it's good. Somehow, I feel good.
It gives you a peek inside her brain. So I think Coca Cola people appreciated this right from the beginning.
Dad was a Coca -Cola bottler, mom, a yoga instructor.