Secret Formula

by Frederick Allen and Frederick Allen

Book Overview

A "highly entertaining history [of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche" (Publishers Weekly). Secret Formula follows the... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0887306721
• ISBN13: 9780887306723
• Release Date: January 1994
• Publisher: HarperCollins Publishers
• Length: 500 Pages
• Weight: 1.95 lbs.

Customer Reviews

Find out the real "secrets" of Coca-Cola

I must say, if there is anything that I wanted or needed to know about Coca-Cola, I now know it!I am studying organization communication and I had to pick an organizational memior in which to do a project on. I chose this book in part because I have always been a Coca-Cola fan, but mainly because my husband now works for the corporate giant and I thought a little personal interest may help to motivate me.What an in-depth description of the birth and life of our favorite little red & white beverage! From Doc Pemberton and his addictions to the present when millions are now "addicted" to his special creation. This book not only describes how Coke itself was created, but it also goes into great detail about how the image of this soft drink was initiated, molded, and eventually perfected over the years. Frederick takes us through the ups, the downs, and the way downs of the beverage as well as the company. He also gives a clear depiction of what life must have been like in Atlanta in the late 1800's-early 1900's. My favorite thing about the way that this book is written is the way in which the author tells us a story rather than spitting 500 pages of facts and figures at us. I'm quite sure that I wouldn't have been able to make it through the entire thing had he not grabbed my attention with the fascinating history within the first several chapters. I would most definately reccommend this book to anyone, and not just because I'm partial to the crisp, refreshing, wonderful, exhilerating beverage. :-) Seriously, if you are interested in corporate culture or business of any kind, a history buff, or perhaps you just like Coke, then this is a must read. Just make sure you allow yourself plenty of time to finish(the length is the only reason why it got 4 stars instead of 5 in my book)!

H 2 OH!

Secret Formula is, first and foremost, a beautifully written book. Unlike many business biographies that focus exclusively on the corporate narrative while forsaking literate prose, Allen's writing is taught, clear, and even poetic, a carbonaceous gem. Coca-Cola has a long and enviable corporate history, beginning with humble origins and evolving into the single most recognizable brand on the planet. While no single volume can claim to tell the whole story, this work comes close. Allen reminds us that Coke's top executives were keenly aware of one devastating realization: what they were selling could evaporate in an instant if the drink wasn't marketed to capture a share of the consumer's mind and heart. Today, when you enter a supermarket, you do not see a stack of tawdry red cans filled with sugared, carbonated, colored tap water. You see, recognize, feel and understand, something altogether more - long before you taste what's in the can. What's in the can is magic. This extraordinary book takes you backstage to witness how the magicians of Coca-Cola made the act work.

Phosphoric Acid in a consumable drink?

I know these remarks are late in coming however I have a concern regarding the appearance of Phosphoric Acid in Coca-Cola about 1990-92.I understand Phosphoric acid is of the inorganic non-digestible variety of acid. I've called to get the nutrituional information on the acid and I'm about to give up the Cola product because of it. The Phosphoric acid may be the harsh metalic taste I get like biting on a spoon. I'd like to give it equal rating with Pepsi and RC which either have less or none of that particular acid and there is less of that taste or none in the other colas. If you guys can get the cafine out the Phosphoric acid should be a snap.I'm interested in any information on the issue. Thanks

Excellent book on Coke

You'd be hardpressed to find a better book about the history of Coke. Allen's book is fascinating and is well organized and easy to read.

A well-written book on a company with an incredible history:

I originally bought this book because of my great affinity for Coca-Cola. I expected to enjoy the information, but I was quite sure I would not be able to get through the book due to it's obviously "dry" nature. I found that nothing was farther from the truth. This is one of the most interesting, well-written history books I have read in a long time. Kudos to the author and to the company that made the book great!