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The ’90s Soda that Nobody Cared About Until It Was Dead

In The Believer in February, 2014, Michael Schulman wrote about one of the most dramatic and memorable failures in American branding: Coca-Cola’s OK Soda. Marketed to Gen X’ers in 1994, the OK Soda brand died by 1995, though its artifacts live on in collector circles and advertising lore. As ’90s fashion and music cycle back through popular culture, this epic story of food, failure and the secret heart of youth culture highlights the arrogance of business people who think they know what you want and how to manipulate you into buying it.

When OK Soda was introduced, of course, Coke executives were certain they had it right. Drawing on a study from MIT, the company had pinpointed what Generation X was all about. “Economic prosperity is less available than it was for their parents,” Lanahan theorized. “Even traditional rites of passage, such as sex, are fraught with life-or-death consequences.” Tom Pirko, a Coke marketing consultant, told NPR, “People who are nineteen years old are very accustomed to having been manipulated and knowing that they’re manipulated.” He described the soda’s potential audience as “already truly wasted. I mean, their lethargy probably can’t be penetrated by any commercial message.”

How to sell soft drinks to such people? The answer was to embrace the angst. Coke turned to Wieden + Kennedy, the ultra-hip Portland, Oregon, ad firm that had devised Nike’s “Just Do It” campaign. The agency’s pitch has become the stuff of soda lore: research had shown that Coca-Cola was the second most recognized term in the world. The first was OK, which, the firm pointed out, was also the two middle letters of Coke. So why not combine the two? The drink was christened OK Soda, and its semi-reassuring motto was “Things are going to be OK.”

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Longreads Best of 2015: Here Are All of Our No. 1 Story Picks from This Year

All through December, we’ll be featuring Longreads’ Best of 2015. To get you ready, here’s a list of every story that was chosen as No. 1 in our weekly Top 5 email.

If you like these, you can sign up to receive our free weekly email every Friday. Read more…

Belly Chains on a Baby Bump: What It’s Like to Be Pregnant in Prison

Shortly after she became pregnant a few years ago, Mira Ptacin, author of the forthcoming memoir Poor Your Soul, began teaching at a prison. There, she met a woman named Courtney Fortin, who was pregnant, too—and incarcerated. At Elle.com, Ptacin tells Fortin’s story, shedding light on the experience of being pregnant in prison, and how frequently that involves being illegally shackled:

A recent study published earlier this year by the Correctional Association of New York, a nonprofit organization with the authority to inspect prisons, found that 23 of the 27 inmates who’d given birth while incarcerated in New York had been shackled in violation of the law, and this is not uncommon elsewhere. “You comply when you’re in prison,” says Amanda Edgar, an advocate with the Incarcerated Women’s Project. “One woman [told me] that if she didn’t keep her shackles on, she wouldn’t be able to go to her appointment and [that] other women have been denied access to prenatal vitamins.”

So shackles—belly chains around a baby bump during transport, chains around ankles during active labor—continue to be routinely used on inmates during pregnancy, even where they are technically banned, and even though there have been zero documented cases of pregnant inmates attempting to escape during prenatal checkups, labor, or postpartum recovery. Nor is there any documentation of a pregnant inmate attempting to cause harm to herself, security guards, or medical staff. The vast majority of female prisoners are non-violent offenders who pose a low security risk.

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What It’s Like to Fly Into a Thunderstorm

Flying near a fast-forming storm in North Dakota.
Flying near a fast-forming storm in North Dakota. (Photo by Shawn,flickr)

Justin Nobel | Atlas Obscura | November 2015 | 14 minutes (3,498 words)

 

Atlas ObscuraOur latest Exclusive is a new story by Justin Nobel, co-funded by Longreads Members and published by Atlas Obscura.

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How the Emperor Became Human (and MacArthur Became Divine)

The sun goddess Amaterasu, the divine ancestor of the Emperors of Japan, emerging from a cave. Via Wikimedia Commons.

Victor Sebestyen | 1946: The Making of the Modern World | Pantheon Books | November 2015 | 23 minutes (6,202 words)

Below is an excerpt from 1946, by Victor Sebestyen, as recommended by Longreads contributing editor Dana Snitzky.  Read more…

The Top 5 Longreads of the Week

Florida State Hospital. Photo: Wikimedia Commons

Below, our favorite stories of the week. Kindle users, you can also get them as a Readlist.

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Looking for Raymond Chandler’s Los Angeles

Hollywood, 1923. Photo: Library of Congress

Judith Freeman | Pantheon Books | December 2007 | 38 minutes (9603 words)

Judith Freeman traces Raymond Chandler’s early days in Los Angeles and his introduction to Cissy Pascal, the much older, very beautiful woman who would later become his wife.  This chapter is excerpted from Freeman’s 2007 book The Long Embrace: Raymond Chandler and the Woman He Loved, which Janet Fitch described as “part biography, part detective story, part love story, and part séance.” Freeman’s next book—a memoir called The Latter Days—will be published by Pantheon in June 2016.

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If You Want to Be Productive, You Have to Rest

In a recent thought-provoking review of research on the default mode network, Mary Helen Immordino-Yang of the University of Southern California and her co-authors argue that when we are resting the brain is anything but idle and that, far from being purposeless or unproductive, downtime is in fact essential to mental processes that affirm our identities, develop our understanding of human behavior and instill an internal code of ethics—processes that depend on the DMN. Downtime is an opportunity for the brain to make sense of what it has recently learned, to surface fundamental unresolved tensions in our lives and to swivel its powers of reflection away from the external world toward itself. While mind-wandering we replay conversations we had earlier that day, rewriting our verbal blunders as a way of learning to avoid them in the future. We craft fictional dialogue to practice standing up to someone who intimidates us or to reap the satisfaction of an imaginary harangue against someone who wronged us. We shuffle through all those neglected mental post-it notes listing half-finished projects and we mull over the aspects of our lives with which we are most dissatisfied, searching for solutions. We sink into scenes from childhood and catapult ourselves into different hypothetical futures. And we subject ourselves to a kind of moral performance review, questioning how we have treated others lately. These moments of introspection are also one way we form a sense of self, which is essentially a story we continually tell ourselves. When it has a moment to itself, the mind dips its quill into our memories, sensory experiences, disappointments and desires so that it may continue writing this ongoing first-person narrative of life.

Ferris Jabr writing in Scientific American about science’s understanding of the role idleness, naps and rest play in maintaining a creative, productive mind. The article appeared in October 2013.

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How the ACLU Came to Publish a Powerful Piece of Investigative Journalism

“Out of the Darkness” is not an easy story to read. It chronicles how two psychologists who had previously devoted their careers to training US troops to resist abusive interrogation tactics teamed up with the CIA to devise a torture program and experiment on human beings. The story is a torrent of information artfully webbed into a fluid narrative, fleshed out with specific, vivid details. It has all the elements we’ve come to expect from strong investigative longform journalism, albeit from an unlikely outlet: The American Civil Liberties Union.

One doesn’t typically think of the ACLU as a journalism outlet, so I reached out to the story’s author, Noa Yachot, to hear more about how the piece came about, and the ACLU’s role as publisher (the story was also syndicated on Medium). Yachot is a communications strategist at the ACLU, and she spoke to Longreads via email. Read more…

Terry Gross, National Interviewer: 40 Years of Fresh Air

Photo by Will Ryan

This fall, Gross marks her 40th anniversary hosting “Fresh Air.” At 64, she is “the most effective and beautiful interviewer of people on the planet,” as Marc Maron said recently, while introducing an episode of his podcast, “WTF,” that featured a conversation with Gross. She’s deft on news and subtle on history, sixth-sensey in probing personal biography and expert at examining the intricacies of artistic process. She is acutely attuned to the twin pulls of disclosure and privacy. “You started writing memoirs before our culture got as confessional as it’s become, before the word ‘oversharing’ was coined,” Gross said to the writer Mary Karr last month. “So has that affected your standards of what is meant to be written about and what is meant to maintain silence about?” (“That’s such a smart question,” Karr responded. “Damn it, now I’m going to have to think.”)

Gross is an interviewer defined by a longing for intimacy. In a culture in which we are all talking about ourselves more than ever, Gross is not only listening intently; she’s asking just the right questions.

In The New York Times Magazine Susan Burton profiles “national interviewer” Terry Gross, who celebrates 40 years behind the microphone as the host of NPR’s Fresh Air.

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