This is Fanta,
one of the most popular soft drinks in the world.
It's easily identifiable by its bright colors
and bold advertisements,
which often feature a group
of diverse people dancing to loud, upbeat music.
The brand presents itself as multicultural and fun-loving
and lures consumers in with the promise
of fresh, bold flavors.
But would you believe the first bottle of Fanta
was made from food scraps?
Or that it was invented in Nazi Germany?
So, how did we get here...
from here?
In the book "For God, Country and Coca-Cola,"
Mark Pendergrast tells the story of how Fanta came to be.
It started in 1923, when Robert Woodruff
was elected president of The Coca-Cola Company.
He had big dreams of expanding the brand
and its global reach.
In the years before,
Coca-Cola's international production was somewhat reckless.
French Coke manufacturers accidentally made consumers sick
with unhygienic bottling practices.
And international demand for Coca-Cola was relatively low.
But under Woodruff's guidance,
the company established the Foreign Department,
later come to be known as The Coca-Cola Export Corporation.
This set up official bottling plants in over 27 countries
and allowed Coca-Cola to oversee all of them.
While Coca-Cola provided the flavoring,
each country provided its own bottling equipment
and sugar for its own production.
This started a global boom.
Coca-Cola sponsored the 1928 Summer Olympics in Amsterdam,
where people from all over the world
became familiar with the Coca-Cola logo,
which appeared on everything from hats and bulletins
to the walls of the city streets.
Coca-Cola quickly became associated
with the ideal American life
and became known internationally
as a patriotic American icon.
Coca-Cola expanded throughout Europe,
where it eventually reached Germany.
An American expatriate named Ray Rivington Powers
was put in charge of the German subsidiary.
He was a charismatic figure
and an excellent salesman
who would often promise potential clients
that they'd be rich and own villas
in Florida for purchasing Coke.
Powers skyrocketed sales from 6,000 cases a year
to about 100,000 using this tactic.
But despite Powers' crafty salesmanship,
he didn't care for the details of financial bookkeeping
and often left bills unpaid and bank statements unopened.
As a result, the German subsidiary was a financial mess,
and the accounts were left in serious need of managing.
Then, in 1933, Adolf Hitler rose to power
and the reign of the Third Reich began,
marking a new era for Germany and for Coca-Cola.
Enter Max Keith, a German-born man
with a domineering air
and an unwavering allegiance to Coca-Cola.
Often described as imposing and a born leader,
Keith was determined to save the subsidiary's accounts.
With the German economy booming,
he took measures to market the drink
to the hardworking people of his country.
At the time, this meant
reestablishing Coca-Cola's reputation -
not as an all-American icon,
but as a brand fit for German consumption.
Much like the Summer Olympics in Amsterdam,
the 1936 Summer Olympics in Berlin
were the perfect marketing opportunity for Coca-Cola.
It catered at the games once again.
Just like with most brands active in Germany at this time,
it appeared beside waving banners emblazoned with swastikas.
After this, the Coca-Cola logo
was seen at various athletic competitions in Germany
and later even on trucks at Hitler Youth rallies.
And the ninth annual concessionaire convention
ended with a Keith-led pledge to Coca-Cola
and a rousing "Sieg heil!" to Hitler.
Despite never actually joining the Nazi Party himself,
Keith was willing to work with the Third Reich
to keep the company afloat, Pendergrast writes.
In a statement, Coca-Cola told Business Insider
that there is no indication that Keith
collaborated with the Third Reich.
Woodruff, for his part,
maintained close relations with Keith before the war.
For both men, the top priority
was ensuring the prosperity of Coca-Cola.
As the war ramped up, so did economic tensions.
The German government began punishing foreign businesses.
When Hitler invaded Poland in 1939
and declared war on Europe,
Keith feared his American-owned business
would also be seized by the government.
Then the war entered a new stage.
With the attack on Pearl Harbor,
the United States formally entered World War II
and declared Germany an enemy.
It used the Trading With the Enemy Act of 1917
to enforce a full embargo on the Axis powers.
Woodruff and Keith were finally forced to cut ties,
and Keith's constant flow of Coca-Cola syrup was halted.
Keith was effectively stranded.
While other multinational businesses
operating in Germany at this time
were unable to make products,
Keith was determined to still produce something.
So he made a tactical decision.
He oversaw the creation of an exclusively German soft drink.
Keith had chemists concoct a soda
that was vaguely similar to Coke,
caffeinated and with an unidentifiable blend of tastes.
But rather than being made
with the secret 7X Coke flavoring,
this product was made from the leftovers
from other food industries,
mostly scraps from produce markets.
This was usually fruit pulp,
like apple fibers from cider pressing
and whey, the liquid byproduct of cheese curdling.
The resulting liquid was a translucent beige
that more closely resembled today's ginger ale.
Keith asked his sales team to explore
their fantasies while inventing a name,
and the drink was christened...Fanta.
The name was a hit.
At this time,
Fanta was all he had to keep the company afloat.
Fortunately for Keith, Fanta was also all Germany had.
With few soft-drink alternatives, its popularity exploded.
Its prominence allowed it to skirt the sugar rationing,
making it the sweetest drink on the market.
This made it increasingly popular
as an additive in soups and stews.
Sales gradually rose as it became a household staple.
Keith then used his connections in the Third Reich
to gain a position overseeing all Coca-Cola plants
in Germany and the territories it conquered.
This allowed him to spread Fanta across Europe
and save other subsidiaries from shutting down.
The German branch sold about 3 million cases
of the drink before the war was over.
And when the Allies eventually marched on German factories,
production of Fanta ceased
and Keith handed over the profits of his creation
to Coca-Cola headquarters in Atlanta.
The version of the drink we know today
gradually evolved from its rebrand, Fanta Orange,
which was introduced to Italy in 1955.
This new beverage was a vibrant orange color
and was produced using local citrus ingredients,
as opposed to leftover scraps.
In this way, Coca-Cola continued
to make a profitable product,
while distancing itself from the associations
it once had with the Third Reich.
At least, for the most part.
Coca-Cola launched this ad
celebrating Fanta's 75th anniversary in 2015.
The company faced critical backlash
for its apparent reference
to World War II-era Germany as the "Good Old Times."
As a response, Coca-Cola took the video down
and issued a formal apology.
When asked for comment, a representative said,
"The 75-year-old brand had no association with Hitler
or the Nazi Party."
Fanta's origin is a tale of what happens
when necessity meets moral ambiguity.
What was once a concoction of scraps
in the Third Reich became a fizzy,
brightly colored soda in Italy
and is now a drink shared internationally
by all types of people.