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Keeping the formula secret
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Cola Wars

Keeping the formula secret was so important to Cokethat it sometimes came at the cost of...

Keeping the formula secret was so important to Coke
that it sometimes came at the cost of growing
their business. Coke's problem is the Indian
government's demand that the American company
turn over 60% of its ownership
to Indians, along with its technical
know-how, including Coke's
secret formula. The Indians knew
what they were doing. They wanted to kick
Coca-Cola out of the country, and so they demanded
the recipe, the secret formula, the 7X. It's just not going to happen

Full Transcript

00:00:01.000 --> 00:00:02.801
Keeping the formula secret
00:00:02.834 --> 00:00:05.237
was so important to Coke that it sometimes came
00:00:05.271 --> 00:00:07.772
at the cost of growing their business.
00:00:07.806 --> 00:00:09.141
Coke's problem is
00:00:09.175 --> 00:00:10.809
the Indian government's demand
00:00:10.842 --> 00:00:12.178
that the American company turn over
00:00:12.211 --> 00:00:14.313
60% of its ownership to Indians,
00:00:14.346 --> 00:00:16.348
along with its technical know-how,
00:00:16.382 --> 00:00:18.065
including Coke's secret formula.
00:00:18.683 --> 00:00:20.252
The Indians knew what they were doing.
00:00:20.286 --> 00:00:22.321
They wanted to kick Coca-Cola out of the country,
00:00:22.354 --> 00:00:25.157
and so they demanded the recipe,
00:00:25.191 --> 00:00:27.093
the secret formula, the 7X.
00:00:27.126 --> 00:00:28.893
It's just not going to happen.
Duration
29 seconds
Views
43
Timestamp in Movie
00:19:07
Uploaded
Jun 14, 2025
Genres
documentary, history
Production
History,Herzog & Company

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Movie Summary

A look at the history and the battle between Coca-Cola and Pepsi for the biggest share fo the soft drink market.
So Coke left. It was like, - Cola Wars 00:05
So Coke left. It was like,
We're not giving up 7X, that's for sure." - Cola Wars 00:16
We're not giving up 7X, that's for sure."
So the marketing worked on me, - Cola Wars 00:09
So the marketing worked on me,
Yeah. Okay. - Cola Wars 00:05
Yeah. Okay.
From a taste perspective, that was, for me, easy to tell. - Cola Wars 00:05
From a taste perspective, that was, for me, easy to tell.
Coke's formula - Cola Wars 00:29
Coke's formula
You rarely saw a man in any TaB work. - Cola Wars 00:08
You rarely saw a man in any TaB work.
A little tepid. - Cola Wars 00:09
A little tepid.
In the ongoing struggle for shelf space and market shares, - Cola Wars 00:07
In the ongoing struggle for shelf space and market shares,
That was what was exciting about the '80s at Coca-Cola. - Cola Wars 00:12
That was what was exciting about the '80s at Coca-Cola.
And everything's on the table." - Cola Wars 00:34
And everything's on the table."
And you're going to drink it - Cola Wars 00:05
And you're going to drink it
It was a risk, because if it didn't work, - Cola Wars 00:06
It was a risk, because if it didn't work,
Coke had to think long and hard - Cola Wars 00:13
Coke had to think long and hard
Roberto Goizueta was absolutely serious - Cola Wars 00:13
Roberto Goizueta was absolutely serious
Have you noticed how many men are drinking Diet Coke? - Cola Wars 00:05
Have you noticed how many men are drinking Diet Coke?
- You like it? - It tastes great, - Cola Wars 00:05
- You like it? - It tastes great,
And if you think about it, in the '80s, - Cola Wars 00:15
And if you think about it, in the '80s,
And Diet Coke was right there with it. - Cola Wars 00:04
And Diet Coke was right there with it.
Diet Coke, I think, made them realize - Cola Wars 00:12
Diet Coke, I think, made them realize