........ - .. --'-~------ March 31,1970 1998 ENGLISH LANGUAGE Mr. Ira C. Herbert Coca-Cola USA P.O. Drawer 1734 Atlanta, Georgia 30301 Dear Mr. Herbert: Thank you for your letter of March 25th, which has just reacill<d..m.e,...doubtl€}ss-eeeatise-of-th-e·mail ~ . ~ " Qp~.I· ..- ~ote with sympathy your feeling that yO? ha:re a'proprietary interest in the phrase "It's. the real Litle thing, and I can fully understand that the public might be confused by,our use of the expression, and J..uc..,t.. -1-<'(5) m~~e a book by.a !1.:r.t.:m<schoolteacher for a six:e.~! Co~~la. Accordingly, we 'have instructed all re as ~,,~a\ our sa esmen to notIfY bookstores that whenever a customer co~~~ In and asks f~ of Diary of a _._ ~ Harlem Schoolteacher they should request the sales ersonnel to make sure that what the customer waiitS is ~ tlie1iook rather than a Coke. IS ink, should protect your interest andin no way harm ours. --v:fe w~ld cert~inly not want to dilute the distinctiveness of your trade slogan nor diminish its (10) effectiveness as an advertising and merchandising tool, but it did occur to us that since the slogan is so i\~ t"-"'1 closely identified with your product, those who.r:ead our ad may well tend to go~ather 1\ o~ '-\. than olirbobk.~ave discussed thisproblem IIIan executive committee meeting, and by a vote ohex~n ':;.,.,..v- c,~ •• l(..-ro-~xdec!~t, even if this were the case@ would be happy to give Coke the residuafi)enefit-of our &.-"-'" r.rervertlsmg. -'. . (15) ,Problems not unsimilar to the ones you raise in your letter have occurred to us in the past. You may r~call that we published Games People Play which became one of the biggest nonficti0I!.!'est-sellers of all -B. u+--J. time, and s ,~~r,;,QJl§&l.Q.YS,J.milati,Qns.(GamesChildren Play, Games Psychiatrists Play, Games ~. ~ 'Ji'j misters Play, etc.). I am ~re you will agree that .~~!!lar.:T .r~t,ect a..!!. -.e! y ,ti-i~!: •. the d. '-r-- aut!lQJ;J1nC:kOursel-.ves-tnaR*0\M..,USe..o " , the reat ffi'mg.'''"''Further, Games People Play has become part of ~J~.J,-(20) our language, an~ one sees i~ const~ntly in advernSI.ng, as a newspaper headline. e~c.Th~me is true of tt ~r book wh~ch we published SIX or seven ears acro, One Hundred Dollar Ml.Sunderstanamg.---..., . Given .o.ur-strCiiigsentiments concernin . e.first Amen t, we will defen to the dea your right to )S""t,y,~·, J '~..?-""~~he real.!hi~.D:x:sdyertising yo . d hope you would do the same for us, r;i)J.lk.rJ r( .c:-~ especIally when no one here or in our advertising ag~cy, I am sorry to say, realized that you owned the (25) . phrase. We were merely quoting in our ads Peter S. Prescott's review of Diary ofa Harlem Schoolteacher ~~M inLpokwhich be is" . 'ac er IS the real thing. a short, spare, honest ook which wil~ec!, be read a generation hence as a classi£;...;.. n With iill best wishes, . . . 7 ~"''''fV~: +-0 ri"'+-- •..:\-- +L ""bJ~~JJ~ e-P (61C<'l.• ..P \", ; 9v.L.r'e..-(..,~ ~ ~ ~;p -. IJy~t~_ Sincerely yours, . Richard Seaver Coca-Cola Correspondence from Evergreen Review, Reprinted by permission of Grave/Atlantic, Inc. ©.1970 by Evergreen Review, Inc. END OF EXAMINATION I a=\.J l,'",--,- ------- ,.- ~~ n..•.. ~) ~+ <4l\) }i"\t- \<"L <' -\\..~ r (-< , t \-<-.,

1998 ENGLISH LANGUAGE · March 31,1970 1998 ENGLISH LANGUAGE Mr. Ira C.Herbert Coca-Cola USA P.O. Drawer 1734 Atlanta, Georgia 30301 Dear Mr.Herbert: Thank you for your letter ofMarch

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........ -..--'-~------

March 31,1970

1998 ENGLISH LANGUAGE

Mr. Ira C. HerbertCoca-Cola USAP.O. Drawer 1734Atlanta, Georgia 30301

Dear Mr. Herbert:Thank you for your letter of March 25th, which has just reacill<d..m.e,...doubtl€}ss-eeeatise-of-th-e·mail

~ . ~ "Qp~.I· ..-~ote with sympathy your feeling that yO? ha:re a'proprietary interest in the phrase "It's. the real

Litle thing, and I can fully understand that the public might be confused by,our use of the expression, andJ..uc..,t.. -1-<'(5) m~~e a book by.a !1.:r.t.:m<schoolteacher for a six:e.~! Co~~la. Accordingly, we 'have instructed all

re as~,,~a\our sa esmen to notIfY bookstores that whenever a customer co~~~ In and asks f~ of Diary of a _._~ Harlem Schoolteacher they should request the sales ersonnel to make sure that what the customer waiitS is

~ tlie1iook rather than a Coke. IS ink, should protect your interest andin no way harm ours.--v:fe w~ld cert~inly not want to dilute the distinctiveness of your trade slogan nor diminish its

(10) effectiveness as an advertising and merchandising tool, but it did occur to us that since the slogan is so i \~t"-"'1closely identified with your product, those who.r:ead our ad may well tend to go~ather 1\o~

'- \. than olirbobk.~ave discussed thisproblem III an executive committee meeting, and by a vote ohex~n':;.,.,..v- c,~ ••l(..-ro-~xdec!~t, even if this were the case@ would be happy to give Coke the residuafi)enefit-of our

&.-"-'" r.rervertlsmg. -'.. (15) ,Problems not unsimilar to the ones you raise in your letter have occurred to us in the past. You may

r~call that we published Games People Play which became one of the biggest nonficti0I!.!'est-sellers of all -B. u+--J.time, and s ,~~r,;,QJl§&l.Q.YS,J.milati,Qns.(GamesChildren Play, Games Psychiatrists Play, Games ~.

~ 'Ji'j misters Play, etc.). I am ~re you will agree that .~~!!lar.:T .r~t,ect a..!!.-.e! y,ti-i~!: •.thed .'-r-- aut!lQJ;J1nC:kOursel-.ves-tnaR*0\M..,USe..o" , the reat ffi'mg.'''"''Further, Games People Play has become part of

~J~.J,-(20) our language, an~ one sees i~const~ntly in advernSI.ng, as a newspaper headline. e~c.Th~me is true oftt ~r book wh~ch we published SIX or seven ears acro,One Hundred Dollar Ml.Sunderstanamg.---...,. Given .o.ur-strCiiigsentiments concern in . e.first Amen t, we will defen to the dea your right to )S""t,y,~·,J

'~..?-""~~he real.!hi~.D:x:sdyertising yo . d hope you would do the same for us,r;i)J.lk.rJ r ( .c:-~ especIally when no one here or in our advertising ag~cy, I am sorry to say, realized that you owned the

(25) . phrase. We were merely quoting in our ads Peter S. Prescott's review of Diary ofa Harlem Schoolteacher ~~MinLpokwhich be is" . 'ac er IS the real thing. a short, spare, honest ook whichwil~ec!, be read a generation hence as a classi£;...;.. nWith iill best wishes, . . .

~"''''fV~: +-0 ri"'+-- •..:\-- +L ""bJ~~JJ~

e-P (61C<'l.•..P \", ; 9v.L.r'e..-(..,~ ~

~ ~;p -. IJy~t~_

Sincerely yours, .Richard Seaver

Coca-Cola Correspondence from Evergreen Review,Reprinted by permission of Grave/Atlantic, Inc. ©.1970 by Evergreen Review, Inc.

END OF EXAMINATION

a=\.J

l,'",--,-

-------,.-

~~ n..•..~) ~+<4l\) }i"\t- \<"L <' -\\..~ r (-< , t \-<-.,