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But it s not the first time the company has misfired on racial issues. Back in the mid-20th century Coca-Cola collaborated with Nazis to create a soft drink brand you re probably still well familiar with today. In 1933, the year Adolf Hitler took power in Germany, Coca-Cola’s local unit sold 100,000 cases. The subsidiary’s finances were in shambles, however. Enter 30-year-old German businessman Max Keith, a giant of a man with an imperious air and a massive greatcoat. Keith, a “born leader” who terrified subordinates but commanded their respect, took over Coca-Cola Germany’s books and quickly put them in order. He then revolutionized sales, breaking records every year and eventually heading the company.

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