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By dotCore
Submitted: Aug 15 2013 / 15:31

In March of 1970, having been shown an advertisement for the newly-published book in the New York Times, Coca-Cola brand manager Ira C. Herbert wrote to Grove Press and asked that they stop using the quote "it's the real thing"—a slogan associated with the soft-drink since the 1940s—when promoting Diary of a Harlem Schoolteacher, Jim Haskins' classic first-hand account of life as an African-American teacher in 1960s Harlem, New York. A few days later, Grove Press's Richard Seaver responded defiantly with a letter that was both hugely entertaining and instantly effective, as it resulted in silence from the beverage behemoth from that point on. The full exchange can be read below.
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