The Seattle Times

David Goldman / The Associated Press

Monday, August 26, 2013

'Secret recipe' hype aims for big helping of sales

A tour group enters the vault exhibit containing the 127-year-old “secret recipe” for Coca-Cola at the World of Coca-Cola museum in Atlanta. But the security is as much theater as reality. The ability to push a quaint narrative about a product's origins and fuel a sense of nostalgia can help drive billions of dollars in sales.