128: The Magic Number

As Coca-Cola fountain availability spread across the U.S., company President Asa Candler used a simple, powerful program to build the refreshing beverage to the right members of each geographic community. His efforts drove tremendous results and helped make Coca-Cola what it is today.

Asa Candler launched a brilliant sampling campaign. In a letter to his brother in Nashville, Candler spelled out the principles:

1. Any new soda fountain customer provides Candler the names of 128 influential individuals in the local community.

2. Candler mails 128 letters announcing Coca-Cola availability and extolling the refreshing beverage's qualities. He included a coupon for a free glass of Coca-Cola at that fountain with each letter.

Why 128? 128 ounces of beverage syryp in a gallon of concentrate. Candler gave the customer two free gallons of syrup. (1 to cover trial, 1 for profit)

Results (specific):

From 1892 to 1916, 10% (est.) of adult Americans tried a free Coca-Cola through this program.

Results (general):

Coca-Cola (and thousands of other CPG brands) use free product trial/retrial as a key brand-building tool. Was Asa Candler and Coca-Cola one of the first to knowingly work with social networks?

Credit Information
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Client: The Coca-Cola Company
Agency: N/A
Budget: N/A
Date of Campaign: 1892-1910