the decade of the 1930's
During much of the 30's Coca-Cola averaged one lawsuit a week against trademark infringement.
1931 – Haddon Sundblom paints the first of his renowned Santa portraits for Coca-Cola.
1932 – Woodruff announces that despite the deep depression and difficult times for his dealers, the company was going to increase the 1933 advertising budget by one million dollars.
1933 – Twenty-first Amendment repeals Prohibition. Beer and liquor sales are legal again. Coca-Cola is now competing on a changed playing field.
June – The "Cola-Wars" begin when Coca-Cola sues Charles Guth's newly re-formed Pepsi-Cola Company for repeated substitution of product in his New York stores. Coca-Cola loses the suit.
Guth unofficially sees if the Coca-Cola Company has any interest in buying the Pepsi-Cola Company. The Coca-Cola Company was not interested.
1934 – Coca-Cola buys 1/2 interest in Whitehead and Lupton, the parent bottler. Coca-Cola now owned Whiteheads part of the contract.
1936 – Coca-Cola celebrates its 50th birthday.
1937 – Syrup sales double over 1933 sales.
1939 – Arthur Acklin becomes president as Woodruff steps down as to be able to spend more time with his dying mother.