If you were to ask an American G.I. what they missed most from back home during World War II, the resounding answer would likely be “Coca-Cola.” This morale-boosting soft drink with a distinctive sweet taste became an indispensable favorite among American soldiers during the war.
In the early 20th century, Coca-Cola had already gained widespread popularity among Americans in World War I, establishing itself as a staple among troops. An Army officer stationed in Waco ,Texas, during the war in 1918 said “Unless we have Coca Cola we will have to admit defeat at the hands of Enemy Heat & Thirst.” This trend of popularity continued into World War II when industries in the United States were called upon to mobilize war-related products.
In 1941, Coca-Cola President Robert Woodruff made a landmark decision, decreeing that “every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and whatever it costs the company.” This discount, coupled with the enduring appeal of Coca-Cola’s flavor along with their competitor Pepsi’s restricted access to military bases, propelled the drink to immense popularity among troops in the early years of the war. Supreme Allied Commander of the Allied Expeditionary Forces and future United States President Dwight D. Eisenhower noticed the early success of bottling plants established in 44 countries during WWII. He sent an urgent telegram from his Allied Headquarters in North Africa to Coca-Cola’s headquarters in Atlanta, highlighting the importance of these plants. According to the Coffee or Die Magazine, “Dated June 29, 1943, his request included ten portable factories, 6 million filled bottles of Coke a month, and the materials and resources to provide American G.I.s with the refreshingly cool and crisp suds that increased their spirits with every sip.”
Shortly thereafter, 148 representatives from Coke were assigned the title of “Technical Observers” (TOs). These individuals, who were given army fatigues and treated like commissioned officers, were tasked with ensuring that every American GI, regardless of their location, had access to Coca-Cola. American Soldiers welcomed the TOs without prejudice and even affectionately nicknamed them “Coca-Cola Colonels” for their service.
All levels of the United States Military chain of command loved the refreshing taste of Coca-Cola. From Eisenhower to the GIs on the frontlines, Coca-Cola served as a poignant reminder of the freedoms they were all fighting to defend. According to The American Scholar Journal, “An unusually large number of soldiers wrote home that they were fighting, among other reasons, for the right to drink Coca-Cola.” Justine Fletcher, an archivist for the Coca-Cola Company, noted that “More than five billion bottles of Coke were consumed by military service personnel during the war, in addition to countless servings through dispensers and mobile, self-contained units in battle areas.” By the war’s end, Coca-Cola had solidified its position as America’s favorite soft drink and had made a significant impact on the European Continent.
Even in the midst of the challenges of World War II, companies across the United States were called upon to support the soldiers with their products. Coca-Cola rose to the occasion, becoming one of the many sources of comfort for veterans amidst the chaos of warfare. By the end of the war, Coca-Cola had distributed an astounding 5 billion bottles of Coke.
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