MAY-JUNE, 1966

Our National Parks, Page 11

Vol . 13

MAY-JUNE, 1966

No. 3

COYER : Zeroing in on target ,Brenda Lyle demonstrates th esales power packed in the ne wgraphic design for one-way pack -aging for Coca-Cola. This de-sign with its repetitive diamond -shaped pattern is the latest am -munition which Coca-Cola bot-tlers are using to stir up excite-ment in the marketplace. Al lone-way containers for Coke wea rthe new look"-including cans ,can wrappers and can shippers a swell as one-way bottle labels ,one-way wrappers, one-way ship-pers and paper cups. The newgraphic design for one-wa ypackaging is expected to corra lmuch dealer and consumer in-terest wtih resulting display, ac-tion and sales.

Baltimore Branch Plant Offer sEducational Opportunity 4

Chicago Branch Continues Program

B

It's More Than One' Time Again 9

Our National Parks 1 1

Profile of A Brand Manager 1 7

Water A Natural Resource Vital to Our Business 2 1

Five Regional Laboratories Established 25

Mrs . Martin Aids Youngsters 2 7

New Switchboard Provides More Efficient Service 28

The Coca-Cola Club Visits A Hospital 30

For Your Information 3 1

Retirements and Service Awards 3 4

LO W E L L W . LEHMAN Edito r

KATHERINE BARNWELL McRAE Assistant Edito r

NANCY MASON . . . .

Editorial Assistan t

JOHN STUART McKENZIE Art Directio n

Published bi-monthly for the employees of The Coca-Cola Compan yon behalf of the Public Relations Department of The Coca-Col aCompany by The Hickory Publishing Company, P .O . Drawer 1734 ,Atlanta, Georgia 30301.

Copyright 1966 by The Coca-Cola Company . "Coca-Cola" and "Coke "are the registered trade-marks which identify only the product of Th eCoca-Cola Company . "Sprite," "Fanta," "TAB," "Chime" and "Fresco "are also registered trade-marks of The Coca-Cola Company .

BUFFALO ROAM in Platt National Park, one of the smallest of our national parks, in the foothills of the Arbuckle Mountains of southern Oklahoma .

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PARKS

MILLIONS OF PEOPLE AR EDISCOVERING AMERIC A

and its beautiful natural endowments-from sun-kissed desert land s

to towering mist-cloaked peaks-by visiting this country's far-flung

federal recreation areas .

Every citizen is part owner of our vast public lands, covering

about 465 million acres . These include national forests, parks, sea

(Continued)

THIS IS ONE of a succession of beautiful panoramas in Shenandoah National Park .

(Photo Courtesy National Park Service )

(Continued from page 11 )

shores, reservoirs, historic battlefields and monuments .The National Park Service, U. S. Department of

the Interior, administers 206 of these federal rec-reation areas. Of the public lands in the Nationa lPark System, the 199 areas reporting on visitatio nfor last year had a whopping total of 121,312,00 0

visitors !Names of 36 of our national parks and monument s

appear on bottoms of bottles of Sprite to promot eeven further use and enjoyment of these federal rec-reation areas . Parks promoted on Sprite bottles rang efrom the Shenandoah National Park in the heart ofthe Blue Ridge Mountains of Virginia to HotSprings National Park in a valley surrounded by th eOuachita Mountains of Arkansas .

Of course, Coca-Cola, Sprite and our other prod-ucts provide welcome refreshment for visitors t oour national parks as well as all types of recreatio n

sites over the country .This year the federal government is conductin g

"Operation Golden Eagle" to encourage Americansto invest in Uncle Sam's Federal Recreation Are aEntrance Permits-known as "Golden Passports"because they provide entry privileges to some 7,000federal recreation areas .

A $7 gold-colored permit will admit a family ora group in a private car to these areas, not just once,

but as many times as desired during the period fro mApril 1, 1966 through March 31, I967 .

Money from the sales of the "Golden Passport "goes into the Land and Water Conservation Fund .Appropriations from this Fund go to the states andtheir cities and counties for acquisition, plannin gand development of outdoor recreation areas fo rcertain federal recreation purposes . In announcin gthe 1966 recreation fees, Secretary of the InteriorStewart Udall said those who buy the new $7 "Gold -en Passport" are helping to endow the nation's"future outdoor recreation estate."

Recreation areas where the "passport" can be usedfor entry are administered by the Forest Service ,National Park Service, Fish and Wildlife Service ,Corps of Engineers, Bureau of Reclamation, Burea uof Land Management and the Tennessee ValleyAuthority .

These agencies do not charge fees for the recrea-tion use of all the lands they manage . However, fee sare charged at "recreation fee areas" designated un-der the Land and Water Conservation Act of 1965 .These fees are charged only at areas which have rec-reation facilities or services provided at federalexpense .

If a person chooses not to buy a "Golden Pass -port" to all federal recreation areas valid for hi s

12

(Text continued on page 14)

THE REFRESHER

ROUTE TRUCK from the Harrisonburg Coca-Col a

Bottling Company, Harrisonburg, Va ., service sVisitor Center on the famed Skyline Drive whic hbisects Shenandoah National Park .

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VAN H. LYELL, right, president of the Coca-Col aBottling Company of Hot Springs, checks nam eof rational park on bottom of Sprite bottl eas Bernard Campbell, superintendent of HotSprings National Park, looks on .

MAY-JUNE 1966

ROBERT MATHIAS of Bottler Sales, TheCoca-Cola Company, Oklahoma City, talks wit hRichard Rayner, left, acting superintendent ofPlatt National Park, in Southern Oklahoma, an dWilliam Burnside, park ranger .

Names of the following 36 national parks areauthorized to appear on Sprite bottles :

Acadia National Par k

Big Bend National Park

Everglades National Par k

Gettysburg National Military Par k

Grand Canyon National ParkMammoth Cave National Park

Olympic National Par k

Rocky Mountain National Par k

Saratoga National Historical Park

Sequoia National Par kShenandoah National Par kZion National Par kHot Springs National Par kWhite Sands National Park

Isle Royale National Par kGreat Smoky Mountains National Par k

Ft. Sumter National Monumen t

Shiloh National Military Par kLincoln Memoria lJoshua Tree National MonumentYellowstone National ParkGlacier National Par kCrater Lake National Park

Wind Cave National Park

Mt . McKinley National Par kCumberland Gap National Historical Park

Hawaii National ParkPetrified Forest National Monumen tGeorge Washington Carver National Monumen tDeath Valley National Monumen t

Mound City Group National Monumen t

Scotts Bluff National MonumentPlatt National Par kGrand Teton National ParkStatue of Liberty National Monument

1 3Chickamauga National Military Park

(Continued from page 12 )

entire family for one year, he can buy various type sof temporary permits .

A "Golden Passport" may be obtained by mailin g$7 to Operation Golden Eagle, P.O. Box 7763 ,Washington, D .C., 20044 . In general, it also is avail -able at areas where it may he used for entrance, a tmany offices of the American Automobile Associa-tion and in offices of agencies administering federa lrecreation lands .

Federal recreation areas administered by the Na-tional Park Service cover more than 26,000,000acres . Largest of these is the Katmai National Monu-ment in Alaska (with 2,697,590 acres) which boast s15 active volcanoes and the world's largest bear the big brown hear . The smallest is the "Hous eWhere Lincoln Died," located on a fraction of a nacre in Washington, D.C .

One of our largest and most popular nationa lparks is Yellowstone which covers 2,213,206 acre sin northwest Wyoming and is noted for its gushinggeysers, its roaming hears, and its scenic vistas .

Certainly, one of the most beau-tiful is the Shenandoah Nationa lPark which encompasses over 30 0square miles of scenic mountai ncountry and claims 60 peaks tha trise 3,000 to 4,000 feet . The 105 -mile Skyline Drive winds along theBlue Ridge highland and roughlybisects Shenandoah National Park .Seventy-five parking "overlooks" onthe drive provide a succession of breathtaking pano-ramic views of the lush beauty of the wooded slope sand the Shenandoah River Valley . From HogbackOverlook on a clear day, you can count 11 bends i nthe river .

The entire Shenandoah National Park is service dby the Harrisonburg Coca-Cola Bottling Company ,Harrisonburg, Va . I . J . Baugher, president and mana-ger of the company, said the plant supplies Coca-Cola ,Sprite, TAB and Fanta flavors to restaurants, lodge sand camping areas in the park .

Our products, available in Shenandoah Nationa lPark in bottles, cans and post-mix dispensers, ar esold through the concessionaire-the Virginia Sky-Line Company of Luray, Va . This company, headedby Fitzgerald Bemis, a Virginia state senator, op-erates all the lodging and restaurant facilities, servic estations and a gift shop in the park .

Hot Springs National Park in Arkansas, set asid eas a federal reservation in 1832 and established a sa park in 1921, attracts thousands of visitors eachyear . Many come for the famous Hot Springs ther-mal baths . More than a million gallons of water ,with an average temperature of 143 degrees F ., flowfrom the park's 47 hot springs each day .

There are hydrotherapy facilities in 17 bath housesoperated under regulations approved by the Secre-tary of the Interior. Seven of these are in the park a tthe base of Hot Springs Mountain, constituting wha tis known as "Bath House Row." The Libbey

Memorial Physical Medicine Center and the Voca-tional Rehabilitation Center are nationally knowninstitutions offering a complete physical therap yprogram and specific treatment of physical problems .

The park also maintains a free museum, moun-tain-top observatory and the Gulpha Gorge recrea-tion area and amphitheater. Many facilities for out-door recreation-such as fishing, swimming andwater skiing-are available in the area.

The Coca-Cola Bottling Company of Hot Spring ssupplies Coca-Cola, Sprite, TAB, Fanta flavors an dFresco to outlets in the Hot Springs National Park ."We are very well represented there," said Van H .Lyell, president and manager of the company . "Wehave vending machines in 90 percent of the bat hhouses . Our products are sold in bottle and pre-mix .One of our pre-mix vending machines is in theobservation tower on the top of Hot SpringsMountain . "

Platt National Park, nestled in the foothills of theArbuckle Mountains in southern Oklahoma, is on e

of the smallest of our nationa lparks . A little less than 1 .5 squaremiles in size, the park nevertheles scontains fresh-water springs, sul-phur springs, bromide springs ,sparkling streams, wooded valley sand grass-covered hills . BuffaloSprings and Antelope Springs i nthe park are so named becaus eherds of these animals come from

the surrounding prairies to drink there .More than eight miles of trails provide access t o

hikers to all points of interest within the park .There are no restaurant or lodging facilities insid ethe park, but many tables and grills are provided forthose who wish to picnic there .

Robert Mathias of Bottler Sales, Oklahoma City ,The Coca-Cola Company, said Coca-Cola, Sprite an dTAB are available in Sulphur, Okla ., which is adja-cent to Platt National Park . Outlets in Sulphur ar esupplied by the Ardmore Coca-Cola Bottling Com-pany . Mr. Mathias said picnickers take our product sinto the park in portable coolers .

A recent' issue of The Saturday Evening Post ha da special "Discover America" supplement, and oneof the advertisements in the section was for Sprite .Besides the 6,500,000 regular subscribers of the mag-azine exposed to our ad for Sprite, thousands o fother people saw copies of the supplement whic hwere mailed by The Post to key motel and restauran tchains that primarily cater to the traveling public .

Vice President Hubert H . Humphrey, chairma nof the President's Task Force on Travel, wrote th eopening message for the supplement .

"To all Americans I say, get up and go," Mr .Humphrey emphasized . "This land is your land. Seeit . Get to know its history . Get to know your fellowcitizens . . . I hope every American will choose 196 6as the year to discover America . "

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GRAND TETON National Park in Wyoming boasts spectacular peaks, several sparkling lakes and fine camping and picnicking facilities . ,(Photo Courtesy National Park Service)