Viral Marketing: Mariani Wine Testimonials in Early French and American Newspaper Advertising

Cocaine: a brief history on the discovery, popularisation and early use of medicinal cocaine

“…He recommended his tincture as a cure-all for 'children and persons in delicate health' with the usual dose of 'one wine-glassful about an hour before or immediately after each meal; for children, half the quantity' [15]. He was not the first individual to sell coca wine, but he was the most successful due to an extremely effective advertising campaign that amassed a vast celebrity following and endorsement [16]. He had the support of international personalities such as Thomas Edison, Queen Victoria, Arthur Conan Doyle and even Pope Leo XIII and Pope Pius X [16].…”

“…He was not the first individual to sell coca wine, but he was the most successful due to an extremely effective advertising campaign that amassed a vast celebrity following and endorsement [16]. He had the support of international personalities such as Thomas Edison, Queen Victoria, Arthur Conan Doyle and even Pope Leo XIII and Pope Pius X [16]. Pope Leo was such a proponent of the wine that he awarded it a Papal gold medal, and his likeness was even used in Mariani's advertisements [14].…”

“…As part of these campaigns, Mariani sought the recommendation of physicians and claimed to have over 8,000 physician signatures endorsing his product [16]. One doctor who fully endorsed this cocainised wine was Sigmund Freud, who prescribed cocaine liberally for depression, digestive disorders, alcoholism and as a cure for opium addiction [9].…”