Coca-Cola theft
TEXT OF STORY
MARK AUSTIN THOMAS: Have you heard about the “cola caper”? Three people have been arrested and charged with stealing Coca-Cola’s “secret” formula and then trying to sell it. Stacey Vanek-Smith spills the beans.
STACEY VANEK-SMITH: An employee at Coke is accused of stealing information about drink recipes and, with a couple friends, trying to sell it to Pepsi for $10,000.
So, how much is Coke’s legendary formula really worth?
Industry consultant, Tom Pirko:
TOM PIRKO: The idea that the crown jewels are being misappropriated is a vast overstatement.
After all, says Pirko, soft drink recipes aren’t a tough code to crack: just sugar, water and a little flavoring. So why all the fuss over the formula?
PIRKO: These companies are based upon mythology. They live upon their trademark images.
One of Coke’s trademarks? It’s secret formula. Pirko says news of a theft could compromise one of the images Coke counts on to market its brand of flavored sugar water.
I’m Stacey Vanek-Smith for Marketplace.
There’s a lot happening in the world. Through it all, Marketplace is here for you.
You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible.
Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.
