Always Tomorrow.

e [Music] [Applause] extra extra get your latest War extra Read All About It extra paper have you seen the latest edition I suppose you have suppose you feel pretty much as I do about it awful Isn't it the headlines I mean death destruction upheaval unrest it makes you wonder makes you wonder what the world's coming to yes sir what's the world coming to men Souls wrestle with the thought of tomorrow and today is the eve of tomorrow can I face it with confidence I suppose you've asked yourselves that question too can I face tomorrow with confidence no man can tell what tomorrow may bring but I'm not worrying you know why well a long time ago almost uh 40 years it is now I hired a man to do my worrying for me oh de oh dear makes you want to go off someplace and bury your head like an ostrich this is no laughing matter Jim all those headlines I don't know what to think I'm worried I tell you you've been worried about something as long as I've known you but this is different yes and each new worry has always been different what why you worried about the lean years of the depression you're worried about the big years of the 20s you worried all I know is that this is different Jim will never survive this war that's what you said back in 197 but we did survive didn't we Ellie but I'm talking about now now all I can see is chaos and confusion and panic oh that's a good old word yeah there was a panic oh years and years ago that's before you came with us Ellie that was before you could afford a secretary you know Larry here was all against my hiring you I've suspected as much these 30 years yeah he didn't think it'd stay 3 months he didn't think you'd be in business 3 months this is no time to go digging around in the past for Laughs I'm not digging around for Laughs Larry I'm digging for confidence to face the future future when I think of the future I think of this business of mine a long time ago I hitched my wagon to a star there was a drink pure and wholesome delicious to taste refreshing and they trademarked it Coca-Cola I obtained the right to bottle cocacola I became a bottler of Coca-Cola I still am we've just put up a new plant here in my town a new plant right up on Main Street and people going by can see how clean and careful we bottle their favorite drink sometimes they stop in for a closer look at how we do things business of mine is a community Affair My bottling operation well it it isn't the biggest in the country but then it's it isn't the smallest as bottlers go I'm just somewhere in between I guess my business is kind of like my town a town still small enough to protest turning the park into a parking lot a town still small enough to respect the old trees along Main Street one of those places too small to be a city and too big to be a village just a town just some somewhere in that nice Middle Ground that's me and my business too when I think of the future I think of the men and machines and friends and ideas and philosophy and spirit that have brought cocacola where it is today today seems a a clutter of confusion but maybe if we back away from it step by step and see from whence we came it'll help us to where we're going all our yesterdays met the trials of the times and our last big trial was called the depression now if you go back a couple of years you'll find us going over the plans for this new plant Larry and Ellie and Ben Ben is our sales manager and this space here is going to be the meeting room where our salesmen get together for conference show me where my office is going to be well let's see now it was our new home you see our new home a business is like a family if you know what I mean and we were all happy and excited going over those plans that is we all were except Larry Mr laraby here's where our new office is going to be look I don't want to look I don't want any part of this do you realize this country has just witnessed the greatest crash and the greatest depression we haven't done so bad we' have been lucky that's all it was something more than luck Larry well whatever it was we're going to risk that and everything else building this new plan but we need this new plan I don't see why we've come a long way down here on Pine Street and we'll come a lot further up on Main Street but right now is hardly the time to go sinking a lot of money into right now isn't what we're building for it's the future the future you talk just like Jim Wesley all he thinks about is tomorrow always tomorrow that's right and it was that kind of thinking as much as your lady luck that helped us lick the depression well I don't see it it's quite simple when you think of tomorrow you think of getting more and more people to drink Coca-Cola that's our job well you bear down you press you push you put out effort and you get results that's how we licked the depression Larry and we licked it so well that now we've got to build this new plant to take care of the more and more and still more that's tomorrow that's our sales manager and he's absolutely right about how we lick the depression I remember once during those years I walked into a place of business and oh good morning Mr Westlake got an order blank there why sure I want to buy four new trucks what I haven't got any old on to turn in [Music] either the reason I went out and bought those four trucks was I suppose you think I'm hipped on this idea of calling so often on the dealers Go on Ben speak your peace all right our job is to sell more Coca-Cola always more and more where do we sell Coca-Cola in these spots Jim these spots marked on the map these are dealer stores places where people spend their nickels for Coca-Cola so what so if we're going to get more people to spend more Nickels at these spots our salesman have got to spend more time there they've got to have the time to do a complete merchandising job that means more men and More Trucks Larry why didn't you say so in the first place oh Larry I've never been afraid to put out have I did you call me Jim get ready to put some more men on the payroll more men I'm going out and buy four new trucks but Jim there's a a a depression so there is a depression so you run along and worry about it Ben and I knock the pants off [Applause] it hi there fellas hi yes Sam found a job yet not yet well times is tough all right yeah I'll say two bottles of Coca-Cola he'll pay for him uh uh uh uh none of that now I'll match it Lady Luck Larry's always talking about it well in one respect we were lucky in the way we rode out of the depression Our Lady Luck was cocacola a bottle of Coca-Cola is just a little thing it costs just a little yet it's truly one of the pleasant things of life people enjoy stopping at the bright red coolers for an ice cold bottle of Coca-Cola time out for refreshment enjoyment sociability the pause that refresh as we say and the price 5 cents puts it within the reach of everybody an awful lot of nickels rolled in during those Depression years maybe it's because people had more nickel to spend those years than anything [Music] else morning Sam hello there Steve well how's the new Co working out oh fine fine things a regular ad sitting out there I'll say it is you're going to need an extra case well I I don't know Steve well of course I'll be back on Thursday but uh we'd better play it safe okay Steve you're the doctor okay so long Sam so long come back see us you're back see how's your dad these days oh all right I guess only trouble is he he won't stay retired still comes down at the store does he yeah in and out two or three times every day it's awfully hard for him to learn to take it easy of more and more people to drink Coca-Cola is in the Dealer's hands we sink or swim slump or succeed by the way he feels about Coca-Cola because he holds forth free spokesman at the places where people spend their nickels we must thank our dear ERS folks like Sam for helping us through the depression and we must thank our salesman boys like Steve who did a merchandising job out on the routes merchandising that's a pretty high futin word but in plain everyday English it means helping the dealers sell what you sell them helping the dealers that's what Ben wanted to give the boys on the routes more time to do it was giving the boys time to put out effort at the places where effort counts most that helped us lick the [Music] depression now you sit right down here and don't you touch anything all right Mama hello Mary well what's the matter nothing I'm just sitting here waiting for my mother how about a bottle of Coca-Cola oh thank you Mr toin hello Dad well I thought you'd retired Mr Tomkin I'm trying to it's pretty hard you know I've spent most of the years of my life in this store here the real reason you can't retire is you don't think I can run the business of course I think you can run it why shouldn't I didn't I train you didn't I train you you know that's just the way I feel about my boys I feel if they can go out on the routes and do a good job well it's because I showed them the ropes course I know this isn't true not literally Ben Holly is the sales side of my business business he handles the training but I train Ben and I signed up for the films and records that have been so important to part of our training program I remember the day our first meeting came you don't expect the boys to sit around and look at a lot of pictures do you this program is more than just a lot of pictures Larry it's a training program if we expect the men to go out and do a better job on the routes we've got to show them how to do a better job we've got to help our salesmen to help our dealers one trained man one salesman is worth more than 10 delivery men the answer to this depression is man Meen is that what they told you in Atlanta no that isn't what they told me in Atlanta Larry was mad at Atlanta all that year you see that year the bottlers of Coca-Cola had a convention there you know with the banks closing and all I wasn't so sure we'd have this convention we'll lick this depression sure we will bank holiday or no bank holiday what do you think of this new advertising campaign Jim N it's something I'll tell you we're putting out more advertising than ever before this year now Now's the Time to put out the hill ahead looks steep looks like it'll be Hardo to make the grade but I'll tell you this if we get a bigger motor we'll climb that old Hill in high you've got to give to get you've got to put out not just money that's easy especially when you've got it but you've got to put out in time and effort and friendliness too helpfulness that's the way we'll lick this depression allation exra get about it dear I don't know what the world's coming to just a minute folks oh here's Mr pton when does the bank open when do we get our money I'm sorry all I know is we got an order to close the bank why I don't know any more than just what you can read in the papers extra B holiday extra get your paper headlines blaring scaring headlines we faced them in the past yes we faced them in the past [Music] I've been connected with some big deals in my time but this is the biggest I've ever run into up honey we weate for stand [Music] I saw you duck out on the party Jim I just came up here to listen to our radio program we've come a long way in our advertising you've come a long way in your business why I remember the time when you used to run around with a horse and wagon selling Coca-Cola yeah I've been thinking about that past I always do when I want to get a line on the future I um hope you've been thinking about that little proposition we talked about the other day you know life's funny Pate when I was poor and running around with that horse and wagon I had to come to you begging for a loan now I'm running around a golf course you're running after me oh I'm sorry about that lone Jim but things are different now these are Big years you ought to spread out put some money in some other things take advantage of your opportunity up to now my opportunity has been with Coca-Cola I figure it still is I figure that's the place for me to spread out look PA in the old days in the old days you were a Pioneer I know you were young and you were filled with courage daring alertness going and doing but those days are over Jim now you're a big man now you're a success now I should grow old with prominence and prosperity no no Jim now lethargy should set in now the beam should broaden now Barnacles accumulate no Jim no that's just what I figure why every man is a Pioneer in his youth it's natural well I want to be one in my middle age I want to be one until they carry me off someplace and plant sod on top of me why does everybody think that pioneering is the Monopoly of Youth and yesterday why I'm 10 times the Pioneer I was 20 years ago I'm 10 times the man my business has grown and I've grown with it and I want to keep on growing these are Big years Pate but I hope they're not too big for me time out for Coca-Cola boy oh boy what a wonderful idea Helen to serve Coca-Cola at home they're selling it in cartons no cartons yes six bottles in a little pasteboard container we buy two or three of them every week business was good in the 20s more and more people came to enjoy the pause that refreshes business was good and we aim to keep it good well yes Mr Wesley has Ben come in yet yes he's checking in his cash ask him to stop in and see me will you please yes sir you wanted to see me come in come in sit down Ben how long have you been working for me oh almost 7 years you like your job yeah yes sir that's too bad you're through with that job Ben you're through driving a truck you're fired but just a minute Mr daily sales report don't give it to me don't get but Jim the daily sales report give it to our new sales manager new sales manager mhm what are you talking about Ben through driving a truck from now on he's going to head up the Sal side of this business well what are you going to do Jim retire oh no no Larry it's just that I've been leaning pretty heavily towards production these past few years now I've got a man to supplement me on sales but if Ben isn't going to be driving a truck anymore we'll have to hire a new man to take his place but that means extra salary don't you worry about the extra salary I'll take care of that in extra sales oh dear oh dear I can see right now you're going to be worse than Jim Wesley he means you're going to be better than Jim Westlake thank you Jim but I'll have to go a long way to do that go on now Beat It it's hard to grow up and share your job especially when you've started out as the whole shebang it's hard to realize there aren't arms and legs enough on one man to manage a continued growth Mom oh Mom I want a bottle of Coca-Cola no Sunny no you don't yes I do I want a bottle of Coca-Cola I want to Sunny I want a bottle of cocacola but it wouldn't be cold here you know it won't taste good if it isn't cold we always serve it cold Mrs Parker I know your sign says that but you can't believe advertising you can believe that advertising Mrs Parker we've got this contration here to back it up what is it a washing machine oh ma'am no that's a cooler for Coca-Cola a cooler for Coca-Cola yes ma'am just feel how cold that bottle is well I declare I want to a bottle of cocacola of course you do and I want one too Dad Dad I I think I'm getting something is Sam still fooling with that wireless set yes he ain't worth your s for helping out in the store these days do you think that invention will ever amount anything well you never can tell boy just in here said he got New York last night New York City that's what he said well I don't believe it why you can hardly hear New York City on the telephone hello Mr Tomkins hello boys two bottles of Coca-Cola Sam Sam there's customers out here oh hi there fellas howy two bottles of Coca-Cola coming out are they cold ice cold that's the way we always serve ice cold that's the way folks like Coca-Cola that's the way we advertise Coca-Cola would be served to folks our advertising made customers for Coca-Cola a promise and the cooler made sure we kept that promise the cooler was the answer to an obligation an obligation to the people who spend their nickels for Coca-Cola those were big years and we who hitched our wagons to Coca-Cola tried to foresee and direct a continued growth to yet bigger years we built a Heritage for the future by meeting Our obligation to the years at hand now there's a lot that meets the eye in this business of Coca-Cola but when you boil it all down it's just two things one getting a good product two getting people to drink that product one has to do with production the other with merchandising in those years the bottlers of Coca-Cola were hipped on production well if you're get out to my part of the country I want you to stop in and see a real plant why I've got the neatest operation yeah we know we plan inspector said so well I know how you feel I'm Mighty proud of my new layout everything's just about perfect gas pressure Ser throw how about your new soer fine fine why those bottles come out shining just like everything else around the place all this talk about plants and equipment was really talk about standards in those years the bottlers of Coca-Cola did some some headwork on bottling standards and some other men of Coca-Cola did some headwork on manufacturing standards in those years each one of our manufacturing plants established a modernly equipped laboratory graduate food chemists were employed to analyze each ingredient that goes into the making of Coca-Cola each ingredient and each finished batch of syrup had to measure up to certain set standards before it was shipped to any bottler of Coca-Cola Bottling standards manufacturing standards don't they all add up as answers to obligations obligations to the people who spend their nickels for Coca-Cola of course they do in our advertising we promised a drink that was healthful palatable and uniform and inside our plants and Laboratories we did the kind of work that backed up that promise those were the big years and with them we grew big but we realized that bigness is also a responsibility we realize that bigness is only justified by better performance it's just head workor and horse sense that tells you to meet your obligations to the years at hand meet your obligations keep your promises put feet on your dreams that's the way to assure continued growth that's the way to build a business and for such a business there's always Heritage there's always future and there's always tomorrow that was true back there in the 20s and if you're thinking like I'm thinking you're thinking it's just as true today today oh yes I I'd almost forgotten about those headlines extra extra worry all about it I'd almost forgotten those big years known as the 20s didn't start out so big those 20s started out with a depression too only we didn't call it a depression in those years things just aren't normal now but we'll get back all right we'll get back to normal see say aren't you jet Hol boy that's right I'm Ben Holly well you look mighty down in the mouth what's wrong when you see an ex soldier sitting on a park bench what's usually wrong no job no job well buck up you'll find something keep smiling just keep smiling yeah keep smiling smiling I know it was right after the war remember right after the war the boys came back from somewhere in France and I remember the parade in our town the Victory Parade the plant was on Juniper Street then and come on you can see it better come on Larry's a bra yeah here they come come on [Music] lry is it all right if I tear up the telephone book no it isn't all right if you tear up the telephone book they TM up in New York City I saw it in the movies this is New York City there's Harry there's George [Music] [Applause] stop it stop it stop it the boys didn't all come back some of the boys were still somewhere where in France 's young man was with them in that somewhere 's young man was an honoral name on the wall in our plant a business is like a family you know what I mean oh dear oh dear what are you worrying about now Larry do you know the United States is at War more do you realize the government is rising sugar I did see something about it in the headlines those headlines those headlines I don't know what the world's coming to are you worrying about the world or just the sugar shortage both we'll never survive this war cocacola the country or any of us hi you Joe hello Sam what's on your mind and all these soldiers in town they've clean drunk my dad out of Coca-Cola okay Sam I'll send over a couple of cases have you seen Grover uhhuh gosh it's a swall uniform he's got wish I had a uniform like Grover where's Miss Ellie Mr Wesley gave her the day off I bet I know why you want to know something Miss Ellie's Mighty sweet on Grover run along Sammy please don't you see I'm busy bye Grover Grover darling I'm I'm frightened now now Ellie remember you said you weren't yes I know I I said I wouldn't cry and I'm not crying it's it's just oh darling I I love you so very much don't you worry why it all be over soon I'll be back back driving that old truck for Jim Wesley and you'll quit that job in the office we'll get married have a home and the Long Trail that leads back through the years isn't always a comfortable Journey those War years were dark years but we had faith faith in the future faith that we would come through faith that if this country didn't remain a country didn't survive then no country on Earth would survive Faith No battle is won without it two bottles of Coca-Cola yeah make sure it's Coca-Cola all them bottles look pretty much alike not now that don't is that Coca-Cola yes sir and that's the brand new bottle for Coca-Cola the hobble skirt bottle they patterned it after the hobble skirt Betty wears the hobble skirt bottle pretty nifty huh I'll take the hobble skirt I'll take Betty thank you B hi fellas hey what are you all dressed up for we're roll up the river on a picnic picnic eh you're taking along some bottles of cocacola we're doing the ruin the girls are going to bring the vles oh but no picnic's complete unless you bring along some hobble skirt bottles there's no way to keep Coca-Cola cold on a picnic easiest thing in the world you're roll a boat huh well just Loop some knots in the Rope to some bottles of cocacola and Trail them along in the water that'll keep them cold we'll talk it over with the girls hi Mr Tomkins hi same how much Coca-Cola you bringing in here 24 bottles 24 bottles why you need them Mr Tomkins you've only got four or five left Rover do you know what date this is yes sir Saturday September the 1st yeah and Monday's Labor Day why if I took them 24 bottles I'd have him sitting around till spring I've been handling Coca-Cola for Jim Westlake ever since he went in business I remember I was in grammar school land well then you remember I never sold any Coca-Cola after cold weather sets in yes and I remember wishing you did why well because I got thirsty in cold weather just the same as I did in hot weather when I got thirsty I thought of Coca-Cola Rover you're trying to sell me something well that's right Mr Tomkins I am but I feel it's to your advantage to be sold the reason you haven't sold Coca-Cola after the cold weather sets in is because you've stopped featuring Coca-Cola now if you kept this tub out here after Labor Day you'd find folks would keep right on buying after Labor Day a few weeks maybe all winter long now listen Grover listen to reason I can't keep that tub out here all winter where to put my stove well you can move the tub over a little and when these birds come in and sit around the stove well they can just reach right over and have themselves a bottle of Coca-Cola you know folks can get Mighty thirsty just sitting around a fire if you've got something that answers that thirst well that means more money in your cash drawer do you expect me to buy ice for this tub all winter no you can just uh chop some away from the front door okay okay you're the doctor but only till Thanksgiving I don't believe there's a man living that'll drink Coca-Cola after Thanksgiving the Pioneers in this business had battles of Plenty and one of the biggest battles was the Battle of Labor Day the battle to make this business a yearr round business you may think Grover there was slightly high pressure in his merchandising methods I don't look at it that way to me it was Faith shining through that boy he believed in the rightness and goodness of cocacola that Faith was so much a part of that Pioneer he couldn't help talking it morning noon and night well so you've come back for Coca-Cola to take on that picnic well not exactly the girls are bringing the fiddle and you're bringing the Coca-Cola fine Coca-Cola oh that's a wonderful idea I don't know come on be a sport put your hand in your pocket all right what's going on out here I just sold some bottles of cocoa colola for you well no and by the way folks anytime this winter you get to feeling thirsty you can stop right in here at Mr Tomkins and enjoy this delicious and refreshing drink [Music] I'll never forget the day Grover came to work for me it was the day I went out to buy that [Music] truck well Mr weslake got the order all made out all you have to do is sign you seem pretty sure that I'm going to buy this truck that's right what makes you so sure because you're a man who believes in the future Mr Westlake tomorrow huh yes sir always tomorrow an awful lot of nickels would have to change hands before I could pay for this truck maybe I'd better wait a spell waiting won't make the Nickels change hands this truck will do that because this truck is a means of getting oftener to the places where the nickels are spent the off ofer you get to your dealers the more you can talk to them about selling more Coca-Cola now you want to sell more Coca-Cola don't you why sure you want your flow of nickels to get bigger and bigger all the time don't you sure sure very well then sign here you know there's just one thing you overlooked I don't know how to drive a truck why there's nothing to it I'll show you how I don't know it looks Mighty complicated well there's nothing to it would you like to drive it for me what do you mean I'm offering you a job what you said this truck and sell more Coca-Cola that's right it will no no the man in the truck will do the selling you believe the things you just said don't you of course I believe them all right then you're hired morning Larry what are you worrying about this morning you know perfectly well what I'm worrying about bills bills why don't you pay them why don't I you know just as well as I do that we haven't enough money to all right all right just sort out those we can't pay and after a while I'll get off some letters to them oh why did we have to move up here on Juniper Street why did you have to invest in all that Machinery how long do you expect to stay in business if you don't meet your obligations not very long that's why I bought that new machinery talk sense Jim please talk sense all right I moved up here on Juniper Street I bought that new Machinery because if I want to stay in business I've got to meet my obligations to the people who spend their nickels for Coca-Cola I've got to see to it that Coca-Cola is bottled according to fixed standards hey boss there's someone out here asking for you another bill collector no no this here's a lady well that must be Miss Smith Joe show her in will you all right who's Miss Smith uh my new secretary your new Jim Wesley have you gone out of your but Larry all bottlers have secretaries now when I was in the convention in Atlanta we Atlanta Atlanta so that's where you got your idea [Music] good morning Miss Smith good morning oh uh this is Mr laraby good morning Mr laraby good morning uh for the present Miss Smith you can sit right here at my desk I won't have much use for it for the next 3 months after a while maybe we'll get one of those special typewriter desks don't count on that too heavily Miss Smith we may not be in business after another 3 months may I take your hat [Music] you won't have to worry about anything around here Miss Smith Mr laraby does that for all of us I think I'm going to like this job if you like I'll dust off your desk Miss Smith yes Mr lar I may as well tell you right off I do not approve of women working in an office but why Mr laraby I think A Woman's Place is in the home and I'm thankful you won't be with us very long you mean you don't think Mr weslake will be in business I mean I'm perfectly aware of why young women take jobs in offices why is it it's the modern method of getting a man well what makes you think I'll uh get a man as you call it because because you're so pretty say did you hear the story about the Panic which one the one bought why is a panic like a picnic heck yes they told that one back in 1893 this Panic of 197 isn't going to be any picnic don't you think maybe folks have always said that when times weren't normal when when things were kind of depressed maybe so maybe so it seems to me that if we Bear Down press push put out effort we can lick any trial that comes along say what do you think of this new advertising campaign oh it's something I'll tell you especially these oil cloth signs put out enough of them and we'll ride out of this Panic all right why we'll be putting on extra wagons putting on extra men hiring private secretaries yesterdays cheerful glorious yesterdays it was something more than luck that brought us up through the years though Lady Luck had a lot to do with it the goodness and rightness of cocacola was there from the start it was truly delicious and refreshing people people from all walks of life on any old Street whoever they were whatever they did wherever they might be people like Coca-Cola it's the single thing I know of that people can taste again and again and more and more and never grow tired of cocacola is a repeater so much a repeater that when the trademark was questioned the Supreme Court of the United States upheld cocacola as a single thing from a single source and well known to the community we were lucky but if luck hitched our wagons to this star Faith kept them hitched I was just coming in to see you I hope you've been thinking about that little proposition we talked about the other day you mean the loan yes did you fix it up for me all right well you see Jim this country is going through kind of a panic now I'll be good for it I've got my business and it's a one horse business It won't always be one horse Mr pton someday it'll be right up here on Main Street well I hope you're right but I'm afraid I can't risk the bank's money on dreams dreams yes a dreamer Jim you're always thinking about tomorrow always tomorrow and well you come back on some future tomorrow and then maybe on some future tomorrow you'll be coming to me Mr Payton you'll come to me asking for something or other in that case I'll apologize to you Jim I'll say I'm sorry I didn't give you this long good luck Jim faith that inward something that makes a risk a Sound Investment in the early years of this business the bottlers of Coca-Cola risk the Plenty it wasn't much there risked when you add it all up and measure it by today but in those yesterdays it was everything the Pioneers in this business risked their all oh dear oh dear what's the matter Larry I don't know why I ever started working for you because this is a great business why someday you someday someday don't start singing that tune Jim Wesley ah there's a great future in this business Larry I'm not thinking of the future I'm thinking of today now now all I can see is what we've got yes what we have got second hand equipment bottles that break every time that's the difference between you and me Larry you know life is like a a piece of chicken wire two men are looking at it one sees only the wire the other sees the holes between the wire that's you and me you see what we have got and I see what we haven't got you see the present and I I try to see the future oh we'll go a long ways together Larry you and I for we're like two legs of a compass you're the firm leg and I'm the leg that spreads out reaching always for more and more and still more that's the story of this business and I hope that the more and more and more that was yesterday will help us to see the more more and more and still more that is tomorrow always tomorrow [Music] a