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Coca-Cola Co. President Robert Woodruff envisioned Coca-Cola as more than an everyday soda. As America became increasingly urbanized in the 1920s, Woodruff hoped to position Coke as one of the pleasant things in life -- a break from the fast pace that was taking over America.

Woodruff's friend Archie Lee, a copywriter for the D'Arcy Co., was given the task of interpreting Woodruff's idea. In 1923, Lee wrote the slogan "Pause and refresh yourself," accompanied by copy that read: "Our nation is the busiest on earth. From breakfast to dinner there's no end of work."

Finding that too negative, in 1929 he refined the slogan with Woodruff's help to "The pause that refreshes."

The slogan first appeared in The Saturday Evening Post in an ad featuring three women at a soda fountain. "All think about the pause that refreshes" read the headline, which was later shortened to allow the last four words to stand alone.

"The pause that refreshes" hit America just months before the stock market crash of 1929, but Coke sales soared nonetheless. Except for a 30% drop in earnings in 1932, Coca-Cola set sales records during every year of the 1930s. Profits of $14 million in 1934 had doubled to just under $29 million by 1940.

Over the next 30 years, the line became synonymous with Coca-Cola. The line was resurrected across the world in a 1990s campaign, "The moment that refreshes,"

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