Children enjoying ice cream at the Hoot Hoot I Scream hut in Los Angeles, CA - c. 1930s
The head rotated; the eyes, made from Buick headlamps, blinked; the sign: Hoot Hoot, I Scream, used elements of a theater marquee. For over 50 years, Tillie Hattrup ran this L.A.-area refreshment spot designed and built by her husband, Roy in 1926-27. It was demolished in 1979.
For Coke, “donating” a fraction of a percent of its revenue (roughly .0013%) keeps its Dasani bottled water for sale in parks and buys the exclusive right to use park logos in advertisements. As marketing schemes go, it’s brilliant. Coke greens its image, turns a profit in the park, and writes it all off at tax time. Since August of 2011, the National Park Service has been working on a billion dollar corporate-financed endowment, and Coke has been in on the plans since the initial fundraising summit.
But the deal might not stay this sweet for long. Read more.