Among the millions of pictures taken in those historic days, one shows two men throwing a red box containing Coca-Cola over the wall - a small distance for them, but a huge one for Coca-Cola.
So, only a few hours after the wall came down, he had trucks filled with Coca-Cola driving to Kudamm to meet people from East Berlin as they rushed to enter the long-forbidden western side of the city. Within two hours three trucks were empty.
Ritter then stood with an employee at Glienicke Bridge, the place where agents and prisoners were exchanged during the Cold War, in order to personally serve a Coke to visitors from his home town. When a German Democratic Republic (GDR) guard noticed this, he shouted, “Hey, I want one as well!”
It was a time of rapid, bold decisions. A time of improvised offices at the counters of hotel bars, when unreliable telephone connections caused the temporary return of the telegram.
Ritter did not waste time with questions – he acted. Due to the hard work and swift action of Coke employees like Ritter, in the first week after the fall of the Wall, two million people drank a toast to freedom with a Coke.
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience and the Consumer
- Less is More: Small Packages Mean Big Win for Coca-Cola
- Coca-Cola 5by20 Mentoring Program Empowering Young Women
- Coca-Cola Gave Back $106 Million to Community Organisations Around the World in 2016