They don’t always like to admit it, but many people in media sales
swear by the odd bit of Coke when they’re feeling run-down. They
certainly rate it well above other pick-me-ups like espresso, Pro-Plus
or even our own personal favourite, Berocca.
Of course, Coke has had its highs and lows. It was extremely popular in
the 70s - the era of Saturday Night Fever and flare-swinging glam rock
musicians - despite competition from other unhealthy products.
Sales remained high well into the Thatcher era, when it regularly
featured on City dealers’ shopping lists alongside double-breasted
suits, Filofaxes and black leather furniture.
In the early 90s it took a bit of a tumble, as ravers were lured away by
rivals, such as Evian and Lucozade.
But now, at the turn of the century, Coke is back from the fashion
In its new repackaged form, it is perfectly acceptable.
Combat-trouser-wearing freelance types in Clerkenwell swear by it. It
gets media people through long days and hard, fun-filled nights. It’s
cheap, you can buy it on your street corner and hundreds of celebrities
have endorsed it. Just make sure it doesn’t fizz down your nose when you
Coke: Over 40p
Available from a bar/club near you.