One of the most successful commercial products ever launched is said to have come about as the result of a mistake. In 1896, Jacob’s Pharmacy in Atlanta, Georgia, was selling a nerve tonic known as “French Wine Cola — Ideal Nerve Tonic”. By accidentally adding fizzy water instead of still water to the recipe, a pharmacist called John S. Pemberton invented what has today become the most popular soft drink in the world: Coca-Cola. Along with its closest rival— Pepsi — which appeared on the market three years later, Coke has enjoyed phenomenal success worldwide, particularly in the past fifty years. Indeed, old Coke bottles and “limited edition” cans can often fetch considerable sums from collectors, and there are even stores which deal exclusively in Coke products and memorabilia. What could possibly account for the amazing success of Coca-Cola? How has this combination of carbonated water, sugar, acid and flavourings come to symbolize the American way of life for most of the world? After all , even the manufacturers could hardly describe Coke as a healthy product since it contains relatively high amounts of sugar (admittedly not the case with Diet Coke which contains artificial sweeteners instead of sugar) and phosphoric acid, both of which are known to damage teeth. One explanation may be found in the name. The original recipe included a flavouring from the coca plant and probably included small amounts of cocaine (an addictive substance), but since the early part of this century all traces of cocaine have been removed. However, Coke (like all cola drinks) also includes a flavouring from the cola tree; cola extract contains caffeine, which is a stimulant, and the Coca-Cola company adds extra caffeine for good measure . While caffeine is not thought to be an addictive substance in itself, there is considerable evidence that over a period of time the consumption of caffeine has to be increased in order for its stimulating effect to be maintained, and so sales of Coke perhaps benefit as a result. A more likely reason for the enduring popularity of Coke may, however, be found in the company’s enviable marketing strategies. Over the years it has come up with some of the most memorable commercials, tunes, slogans and sponsorship in the world of advertising, variously emphasizing international harmony, youthfulness and a carefree lifestyle. Few other companies (arguably including Pepsi) have been able to match such marketing policies so consistently or effectively. As suggested earlier, the influences of American culture are evident just about everywhere , and Coca-Cola has somehow come to represent a vision of the United States that much of the rest of the world dreams about and aspires to. Perhaps drinking Coke brings people that little bit closer to the dream.