water, however, became Coca Cola, and the American soft drink industry was born (Dietz, 1973, 16). Soon thereafter, Dr. Pepper was introduced in Texas, and much later, in 1903, Pepsi Cola was introduced in North Carolina (Dietz, 1973, 83 85).
Shortly after introducing Coca Cola, Pemberton raised funds for the marketing of the product, by selling a part interest in it to two other individuals. Within five years, 4one of these two individuals, Asa Chandler, gained complete control of the company (Dietz, 1973, 17; Moskowitz, Katz, and, Levering, 1982, 17). During these early years, Chandler was aggressive in the marketing of Coca Cola, and began the extensive use of advertising, which is characteristic of the contemporary industry.
Many attempts were made to determine the exact Coca Cola formula, and one chemical analysis revealed that the formula contained a trace amount of cocaine. Further analyses deter mined that an individual would have to consume approximately five and one half quarts of C
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