Kia Ora, says the New Zealander when he wants to give you his best wishes. It's a down-under way of telling you that you're a pal and that your welfare is a matter of mutual interest. The American soldier says it another way. Have a "Coke", says he, and in three words he has made a friend. It's a custom that has followed the flag from the tropics to the polar regions. It's a phrase that says Welcome, neighbor from Auckland to Albuquerque, from New Zealand to New Mexico. 'Round the globe, Coca-Cola stands for the pause that refreshes, --has become the high-sign between friendly-minded people.

In news stories, books and magazines, you read how much our fighting men cherish Coca-Cola whenever they get it. Yes, more than just a delicious and refreshing drink, "Coke" reminds them of happy times at home. Luckily, they find Coca-Cola--bottled on the spot--in over 35 allied and neutral countries 'round the globe.

"Coke" = Coca-Cola
It's natural for popular names to acquire friendly abbreviations. That's why you hear Coca-Cola called "Coke".

Copyright 1944, The Coca-Cola Company.

[From Life Magazine, 13 March 1944, back cover.]