The real Coke, the real story.

• Author: Nocera, Joseph

The Real Coke, The Real Story,

Thomas Oliver, Random House,$16.95.

Weird book. Though it'sshort and sketchy (only the huge spaces between the lines allow it to stretch to 192 pages), it still feels padded. Press conference Q's and A's are printed verbatim, and at least two chapters have nothing at all to do with what the book is ostensibly about: Coca-Cola's momentous and ill-fated decision to change its formula. Oliver is an Atlanta Constitution reporter who has covered Coke for years--Coke's corporate headquarters is in Atlanta. He makes the usual claim to exhaustive interviews with all the principals, but you get the strong sense that this book is largely a rehash of his reporting for the paper.

Having said all that, his centralthesis is compelling. To wit: the product matters, even when it is as inconsequential as carbonated soda. Some of the most talented people on Madison Avenue have spent the better part of their lives creating an image for Coke that makes drinking it seem practically a patriotic act. Coke's "image ads' were great, and yet they couldn't stop the...