The Price Of Coke Stayed The Same For 70 Years — Why?
The bizarre economics aberration behind the fizzy American drink.
The thing about prices is they tend to change. But for 70 years, between 1886 and the late 1950s, the price of a Coca-Cola was a shiny nickel.
Think about how crazy that is: Between 1886 and the late '50s, you had two world wars, Prohibition and the Great Depression. But through it all, one constant in life was the nickel Coke.
This is the story of how two lawyers from Chattanooga struck a deal with the president of Coca-Cola that led to the company's pricing lockdown. With re-enactments from our very own Robert Smith & Nick Fountain, it's the fourth episode of Planet Money Shorts.