The propaganda drive of this firm has been so intensive and so ruthlessly efficient in its execution, that never for a second are the words Coca-Cola out of one's sight. It is on a scale that nobody who has not crossed the Atlantic can hope to grasp. They are printed on almost everything you touch. Everywhere the beaming heroines of these giant advertisements smirk and simper and leer. It becomes the air you breathe, a way of life, an entire civilization - the Coca-Cola age, yoke-fellow of the age of the Atomic Bomb.
P. Leigh Fermor, The Traveller's Tree (1950), 48-49
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