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Which company lobbied for a 7.5 cent coin?



  Victorian era announcement for 5 cents Coca-Cola
Coca-Cola

Answer: Coca-Cola

When Coca-Cola first hit the market, one of the sales points was that it was a lot of refreshment for nickel alone. Between the advertising price, fixed price bottling contracts that helped keep the price of the finished product low, the sales increase and the relatively low inflation stopped the price of a bottle of Coke at 5 cents for the first half of the 20th century.

The vending machines played the biggest role in the price problems that Coca-Cola would shake with. In 1

950, Coca-Cola owned over 85 percent of the 460,000 sales machines in the United States, and these machines could not produce changes for consumers. In their attempts to tackle rising costs and a public who stuck to the idea of ​​buying a coke for a single coin (a nickel), Coke took on some practical and impractical tactics.

The most practical of their approach was to simply dismantle the whole concept of a nickel coke from their advertising; From 1951 no new Coca-Cola ads on nickel coke appeared. Another approach, much more impractical and quick to anger consumers, was to set up machines so that one in nine bottles was empty. They called it an "official blank" and it required the buyer to insert an extra nickel to get a full bottle. We hardly need to stress how unpopular this short-lived solution was; It was never implemented at national level.

Finally, just as impractical, but not in such a wise way: in 1953, Coca-Cola lobbied the US Treasury to begin issuing 7.5 cents of coins. Their motivation for the lobby was that consumers could continue to buy Cokes with a single coin, but the only coin would take into account the rising cost of a bottle of Coke without forcing the consumer to spend a whole dime. The proposal was well rejected, and by the end of the 1950s the last nickel coke had been sold and the price of Coca-Cola began to rise with inflation as other consumer goods.


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