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Fact #5

Coca-Cola positioned itself as a soldier’s drink during World War II. Although the company took a hit during World War I, because of sugar rations, the company took far less of a hit during World War II, largely in part to its war efforts. Soldiers were said to depend on Coca-Cola heavily during wartime, as a pick-me-up; said one base surgeon, "I cannot conceive of a greater calamity worse than a loss of the base supply of Coca-Cola." In 1942, Coca-Cola was exempt from sugar rationing when sold to the military and bases; while other soda drink companies took hits up to 50 percent, Coca-Cola remained strong in the market.

(Credit: Courtesy of "For God, Country and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It")
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