In this Stuff You Should Know episode, the hosts explore Coca-Cola's complex history and ties to Nazi Germany during World War II. They unveil how the company's German subsidiary, led by Max Kiet, strategically aligned itself with the Nazi regime through public displays at events like the 1936 Berlin Olympics.
The hosts also reveal the surprising story behind the creation of Fanta orange soda. With trade embargoes preventing Coca-Cola from importing ingredients to Germany, the subsidiary created Fanta from readily available items like apple pulp and beets. Though initially unpalatable, Fanta's resourceful origins resonated with Germans during wartime scarcity. The episode touches on Fanta's post-war transformation into a beloved global brand, and Coca-Cola's efforts to distance the drink from its Nazi associations through rebranding.
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In the years before and during World War II, the global beverage giant Coca-Cola not only expanded operations to Germany but also fostered ties with the Nazi regime.
The head of Coca-Cola's German subsidiary, Max Kiet, was deeply committed to entrenching Coca-Cola into all facets of German society and politics. He ensured the company was associated with the Nazi party, even displaying Coca-Cola banners alongside swastika symbols during the 1936 Berlin Olympics, indicating collaboration.
Despite incidents showcasing the subsidiary's Nazi affiliations, such as a mass Nazi salute at a company event, Coca-Cola's leader Robert Woodruff took a stance of indifference to maintain business operations, as Sanger-Katz explains.
Due to wartime trade embargoes, Coca-Cola couldn't import ingredients to produce its main beverage in Germany. Facing seizure, subsidiary head Kiet devised a new drink using available ingredients like apple pulp and beets, creating the unpalatable yet popular Fanta.
Fanta's rise symbolized German resourcefulness amidst scarcity. To keep production going, Kiet collaborated closely with the Nazi party, a key factor in Coca-Cola's survival in Germany, as Sanger-Katz notes.
After revamping Fanta's taste as an orange soda in Italy in 1955, Coca-Cola leveraged the existing brand recognition to expand Fanta across Europe and eventually the U.S. in 1958, where it gained global popularity.
Though criticized for retaining the Fanta name due to Nazi ties, the company distanced the brand from this wartime association through rebranding efforts.
1-Page Summary
The iconic beverage giant Coca-Cola had a historical presence in Nazi Germany, where it not only expanded operations but also fostered ties with the regime, an aspect of its past that is less known and discussed.
Coca-Cola was already a global entity prior to the outbreak of World War II, having expanded into various countries, including Germany.
Max Kiet, who headed Coca-Cola GmbH—the German subsidiary of Coca-Cola—was deeply committed to increasing the company's influence in the country. He worked to integrate Coca-Cola into all facets of German social and political life, even ensuring the brand was associated with the Nazi party. Despite Kiet not officially joining the Nazi party, his actions were directed at entrenching Coca-Cola within it.
Coca-Cola took on the role of co-sponsor for the 1936 Berlin Olympics. During this international event, Coca-Cola banners were displayed alongside symbols of the Nazi regime, including the swastika, which indicated a public alignment and collaboration between the company and the Nazis.
During a commemoration event for the 10th anniversary of Coca-Cola GmbH, there was an overt display of admiration for Adolf Hitler, illustrated by a mass Nazi salute from the emp ...
Coca-Cola's Ties To Nazi Germany
During World War II, the scarcity of resources led to unique innovations, one of which is the creation of the popular beverage Fanta by Coca-Cola GmbH.
The German subsidiary of Coca-Cola faced significant challenges during the war. The importation of the key 7x flavoring ingredient required to produce Coca-Cola was no longer possible. Max Kiet, who was the head of the company, faced the imminent threat of his company being seized by the government.
In response to this crisis, Kiet needed to devise a plan to sustain his operations and company. This led to the invention of a new beverage, Fanta, which was created using whatever ingredients were available, namely apple pulp, beet sugar, and whey. Despite its poor taste due to the unconventional ingredients, Fanta managed to carve out its own place in the market.
Fanta quickly became popular among Germans, embodying national pride and the ingenuity of making do with what was available. The Germans’ appreciation of Fanta gave it a positive reputation and helped cement its place in German ...
The Creation of Fanta During WWII
After World War II, in April 1955, Coca-Cola chose to give Fanta a makeover to improve its taste while maintaining its existing name. They introduced this revamped version of Fanta in Italy as an orange soda.
Coca-Cola leveraged the name Fanta, which "already sort of got a little bit of a cred" in Europe, to rebrand the product. The name carried certain recognition and was used to facilitate the expansion of the beverage throughout the European market following the war.
By 1958, Fanta was exported to the United States, where it gained international popularity. Although the drink’s origins trace back to wartime Germany, this historical association was not widely acknowledged or remembered globally.
Despite Fanta's connections to Nazi Germany d ...
Fanta's Post-War Revival and Rebranding
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