Many products from the United States were copied in this way shortly before they were introduced in Denmark, so people already had a connection with the Danish brand.

The bottles and cans today has the slogan “EN ÆGTE DANSK ORIGINAL – SIDEN 1959” meaning "A REAL DANISH ORIGINAL - SINCE 1959" Following World War II, many countries in the world viewed Coca-Cola as synonymous with the US and an American life-style, and as the US developed and increased its influence on society, so did Coca-Cola.

The taxation came as a result of skilled lobbyism, carried out by breweries and producers of mineral water – and it worked as intended.

This regarded not only the taste, but also the organisation behind the product, which completely resembled Coca-Cola[citation needed], especially in terms of having a strong and centralised control of quality and marketing, combined with local bottling departments.

Naturally, the sheer interest of the news explains a part of the increased sale, but so does the summer of 1959, which was exceptionally good.

However, the most important one is that ‘Dansk Coladrik’ could make use of the brewing industry’s comprehensive network, distributing system and knowledge of the Danish market.

Another reason is that it was only possible to buy Coca-Cola in Copenhagen and a few larger cities in Jutland in the early years of the hectic ‘cola war’.

This made it easier for the retail industry to administer the returnable bottle system, but it also made it possible to launch Jolly Cola as “The Big Cola” (a slogan that not coincidentally resembled Pepsi’s successful 1930s US slogan for its big 12 ounce bottle).

(The story of Jolly Cola is based on the work of Klaus Petersen and Niels Arne Sørensen from the Institute of History, Culture and Society).

In 1999 the failing sales numbers forced the Danish Consumers Cooperative Society (Coop amba) to remove Jolly Cola from its shelves.