They can get it at school. And, in fact, many schools are helping to hawk soft drinks. At Highlands High School in Fort Thomas, Coca-Cola paid for a new scoreboard in exchange for product exclusivity. In the last 10 years, across the country, contracts rose from 19 in 1990 to nearly 350 today. The schools agree to give their partner exclusive selling rights in vending machines and concession stands at athletic and other school events.
Most schools also get a commission on sales.
It is very serious business. Last year, a Georgia teen-ager who wore a Pepsi shirt to his school's Coke Day was suspended for insubordination. Federal regulations prohibit selling carbonated drinks inside the cafeterias of schools that receive subsidized lunches, but students usually don't have to walk far to find a vending machine down the hall. We give them the choice between milk and the officially sanctioned pop. Next we'll be asking them if they'd rather have green beans or Skittles.