Pop Goes the Wiesel

Johan Emmanuel Wiesel was an eccentric Hungarian immigrant who ran a pharmacy in New York in the 1830's. An amiable fellow with an impenetrable accent, Wiesel was fond of saying "Piss on Earth, and God wilt tard men!" which got him a lot of strange looks and the occasional thump on the head. When he wasn't busy "pepping up" the prescriptions he filled with copious amounts of cocaine, Wiesel occupied his spare time by inventing beverages. However, most of his inventions were completely impractical as beverages for actual humans, since they were all heinous in flavor and some ate through the bottle in less than a day's time.

But through some whim of serendipity, in 1845 one of his concoctions actually turned out to be fairly tasty, and only mildly corrosive. Wiesel was pissed, since he took this to mean that his arsenic had gone bad. But when he tested the drink on a young boy who he paid a quarter a year to do all the menial work in his pharmacy, he was surprised to find that the boy loved it. He burped until he threw up and suffered second-degree burns to his sinuses, but he loved it.

Wiesel decided to try selling his new beverage to customers in his pharmacy the very next day. He dusted off an old machine he had invented to dispense mustard into several pairs of shoes simultaneously, and in that moment the soda fountain was porn. Born.

The drink was a huge success, and before long his customers were demanding, sometimes at gunpoint, that Wiesel make his soda available to the wider market. Wiesel responded by buying a gigantic sack of empty beer bottles from a local orphanage, then filling them all with cole slaw. He was almost there. Realizing that this in no way addressed his soda-selling needs, Wiesel dumped out all of the cole slaw and filled the bottles with his sizzling new beverage instead. Despite the objections of absolutely everyone else involved, he insisted on naming his beverage Wiesel Piss, and it accordingly sold like sacks of dead leper babies.

Wiesel eventually went broke trying to sell Wiesel Piss, and died alone in the gutter after being stabbed in the ankle by a drunken orphan. His lone living relation sold the rights to the soda to a flim-flam man named Flannery McIntosh for one dollar. McIntosh renamed the drink Scrud and sold it as both a digestive aid and a carburetor cleaner. His memorable slogan, "Keeps your tummy firing on all cylinders," is still remembered to this day by people who are incredibly old and anal.

McIntosh built a modest empire around Scrud until 1892, when he was sued for being Irish and lost it all. The winners of that lawsuit, Daniel Freebanks and Benneton DuBois, renamed the drink Dope and sold it strictly as a new something called a "soft drink," a term of dubious legality that implied curative properties against erectile dysfunction. Their business grew hand over foot until 1910, when the US government cracked down on Dope since it contained cocaine, strychnine, absinthe, turpentine, a solution of fool's gold and high levels of cootineut, an imaginary ingredient that at the time was thought to quell dark humors in the pancreas.

Freebanks and DuBois went out of business faster than a pregnant hooker, and they were bought out by Farthington McIntosh, the grandson of Flannery. He promptly reformulated the drink in his bathtub, taking out the offending ingredients and replacing them with shitloads of sugar. But he was careful to also slyly rename the soda Coke, so that hipsters and conspiracy theorists would always think it still secretly contained cocaine, promoting sales.

McIntosh built Coke into an empire, branching out across the globe and fending off upstart sodas like Rammit, Jeez, and Wimpo. Though all of the sodas being produced were virtually the same in flavor, McIntosh retained his edge thanks to his uncanny knack for advertising. On top of plastering every vertical surface he could find with the Coke logo, McIntosh's true genius surfaced in his use of radio jingles touting the virtues of Coke. From early gems like…

Buy a Coke,
drink it up,
Buy another coke,
shut up, shut up.

to the legendary…

Buy a coke,
regret you won't,
you had a nickel,
and now you don't!

and finally the immortal…

Buy a Coke, it's nature's drink
Fizzy fizz that helps you think
You probably won't get cancer, too
Coca-Cola is the one for you!

…McIntosh's jingles were on the lips of every boob in the nation. Among other things, McIntosh is remembered for pioneering the practice of marketing frivolous items as if they were essential to the quality of life.

Unfortunately for McIntosh, all of the marketing genius in the world doesn't make you dagger-proof. He was later stabbed in the back by his own son, who sold the company for forty dollars and a magic talking mule.

The new owner of The Coca-Cola Company was Montgomery County shouting champion Eustace Turner, who ruled Coca-Cola with an iron fist for eight months before selling 40% of the company to L.P. Farnsworth, 40% to Jules Mather, 51% to Modest Cinderbrooke, and 117% to a very stupid man named Sty Covington. Turner then skipped town and laughed himself sick, which is more fun than it sounds.

And the rest, as they say, is history. Well, it's all history, if you want to get technical about it, but the rest of it is the kind of history you don't want to know about since it's is too long and boring to go into. Fear not, you got all the juicy bits. Nothing much else happens until the Cola Wars, and I'm saving that in case my book deal comes through.

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