New Products in New Packaging
In the 1970s, “Mr. Pibb” and “Mellow Yello” brands were added. Following years of research into plastic soft-drink bottles the Company introduced PET (Polyethylene Terephthalate) packing in 1977 in the 2-liter size.
That’s a lot of Coke
During the 1970s, worldwide sales for Coca-Cola were more than 165 million drinks every 24 hours. That’s more than 60 billion drinks per year!
New Customers Means New Approaches
As technology led to a global economy, retail customers of the Coca-Cola Company merged and evolved into international mega chains. Such customers required a new approach. In response, many small and medium size bottlers consolidated to better serve giant international customers. The Coca-Cola Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have the capacity to lead the system in working with global retailers.
South Atlantic Canners Was Formed
In 1976 The South Atlantic Canners was formed. Twenty-two bottlers from North Carolina, South Carolina, Kentucky and Tennessee were involved. The contractual issues took time to develop, but the Co-op allowed the bottlers to expand their product line and lower production costs.
Another Iconic Ad
Coke came up with what is arguably the best of all cola commercials, the 1971 “I’d Like to Buy the World a Coke” ad. The instantly recognizable tune nicely captured the spirit of the Coca-Cola Company.
Market Legislation
The Federal Trade Commission issued proposed complaints against the Coca-Cola Company and other major soft drink companies including Pepsi and Royal Crown, challenging the territorial franchise system used in the bottling of packaged soft drinks since the turn of the century. The legal battle led to a Congressional bill to protect the franchise system. The Cola companies and the Bottler’s Association worked diligently to get the legislation passed. President Carter signed the bill that basically stated that the territories shall be legal under the antitrust laws as long as the trademarked soft drink product is in substantial and effective competition with other products of the same general class in the relevant market or markets.
Fred Faircloth, III Begins His Full-Time Career
In 1972 Fred Faircloth, III, graduated from Clemson University and returned to Rock Hill to begin his full-time career with Rock Hill Coca-Cola Bottling Company.