At first, The Pepsi-Cola Company simply sold Pepsi-Cola syrup to drug stores in eastern North Carolina. He mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere.
The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially trademarked with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion."
By 1905, demand for Pepsi-Cola had increased so much that Bradham decided to was time to offer Pepsi-Cola for sale in bottles. To facilitate the sale of Pepsi-Cola in bottle, Bradham issued the first of many franchise agreement.
Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise.
Soon the name Pepsi-Cola was known throughout the southeastern United States. By 1907, the new company was selling more than 100,000 gallons of syrup per year.
In 1910, there were Pepsi-Cola franchises in twenty-four states. Bradham erected a spectacular headquarters in New Bern, and the city hosted the first Pepsi-Cola bottlers’ convention.
Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense."
Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then, during World War I, things began to change. The cost of doing business increased drastically. Sugar prices fluctuated wildly, which had a significant impact on the production of Pepsi.
Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open.
Caleb Bradham and Pepsi Cola Company
