Is That Book In Your Hand Advertising Coca-Cola?

Years ago I noticed that a lot of popular literature appeared to mention the beverage Coca-Cola, or the abbreviated name – Coke. Tuning in, I soon noticed two other related aspects. First, if the drink was mentioned once, it was often later mentioned another time in the same book. Second, not many other soft drinks were mentioned as frequently.

The question was whether this was paid advertising. This is not illicit or illegal, as product placements are common in movies and sports games. I had just never heard of this possibility before.

The answer to that question is: I still don’t know.

Many of the books read in the past were paperbacks, discarded or elsewhere now. However, today I opened my Kindle and chose dozens of titles collected during past years.

Ignoring those that were historical (before the time when the popularity of this soft drink spread), I searched each of these books for the words ‘Coca-Cola’ or ‘Coke’ – disregarding references to the use of the word coke (lowercase) in the context of the drug cocaine.

Of 52 books checked, surprisingly an exact 50 percent (26 books) mentioned either Coke or Coca-Cola. Of those that did, mention was made an average of 2.5 times per book (more often in fiction than in non-fiction). Of course the sample size is so small that these numbers may mean little, statistically.

Listed below are 26 books that included these words (both fictional books [F] and non-fiction [NF]).

The books are varied. They are about the environment, wine, technology, cooking, history and self-improvement – as well as fictional thrillers. Subtitles have been omitted or abbreviated because of space constraints.

[NF]  War of the Whales: A True Story – by Joshua Horwitz: (1 mention)

[NF]  Wine Wars… by Mike Veseth:  (5 mentions)

[NF]  You Are Here: From the Compass to GPS… by Hiawatha Bray (1 mention)

[NF]  Trust Agents: Using the Web to Build Influence… by Brogan and Smith (2 mentions)

[NF]  Unbroken: A World War ll Story of Survival… by Lauren Hillenbrand (1 mention)

[NF]  Tom’s River: A Story of Science and Salvation, by Dan Fagin (1 mention)

[NF]  To Burgundy and Back Again: A Tale of Wine… by Ray Walker (2 mentions)

[F]  Sweet Liar, by Jude Devereauk (1 mention)

[NF/F]  Stones Into Schools: Promoting Peace… by Greg Mortenson (2 mentions)

[F]  The Square of Revenge, by Pieter Aspe (4 mentions)

[F]  The Salome Effect, by James Sajo (6 mentions)

[NF]  The Road to Burgundy, by Ray Walker (1 mention)

[NF]  How to Love Wine: A Memoir and Manifesto, by Eric Asimov (3 mentions)

[NF]  Happy Money: The Science of Smarter Spending, by Dunn and Norton (2 mentions)

[F]  The Expats, by Chris Pavone (2 mentions)

[F]  The Devil’s Banker, by Christopher Reich (5 mentions)

[NF]  Nudge: Improving Decisions About Health… by Thaler and Sunstein (1 mention)

[F]  The November Man, by Bill Granger (3 mentions)

[NF]  Made to Stick…by Heath and Heath (3 mentions)

[F]  Innocent, by Scott Turow (1 mention)

[F]  The Martian, by Andy Weir (2 mentions)

[F]  I Am Pilgrim, by Terry Hayes (4 mentions)

[NF]  The 4-Hour Chef, by Timothy Ferris (1 mention)

[F]  The Colorado Kid, by Stephen King (7 mentions)

[NF]  Corkscrewed… by Robert V. Camuto (2 mentions)

[NF]  The Buy Side… by Turney Duff (2 mentions)

What to conclude?

One book was written by an acquaintance, a self-published author who lives in rural Italy. It mentions Coke six times. Because the book was self-published, I somehow doubt any corporate interests contacted him in advance in the Tuscan countryside to wave a check at him for any potential endorsement.

Several bestsellers mention this drink, while other bestsellers (which were obviously going to be bestsellers even before they were printed) do not. Those that do not include Carte Blanche, by Jefferey Deaver, The Key by Simon Toyne, and Steve Jobs, written by Walter Isaacson. Perhaps monetary offers were made for endorsement, but refused.

Or, perhaps this beverage is a universal currency in popular culture, an item so familiar to readers across the world it is known as well as other renowned physical symbols – The White House, Japanese sushi or the koala bear, for example. That might encourage writers, even sub-consciously, to mention this drink as a token of the familiar, a simple icon many readers can collectively recognize and relate to.

Even if no payment is associated with endorsing this product – mentioning it makes it more familiar, hence more likely to be included in the texts of other authors in the future (or on their web pages, such as this).

Free advertising at its best.

Perhaps next time you thumb through a paperback or ebook and see the words Coke or Coca-Cola inside, you too may wonder…