first you find it strange ...

In that same year (1928), Pessoa goes into advertising. Coca-Cola has just entered the Portuguese market and the poet is charged with the task of creating a slogan for the product: First, you find it strange; then you can’t change. The product sells like hotcakes, but later the authorities prohibit its sale in Portugal. The very slogan, argue the authorities, recognizes the harmful effects of the soft drink.

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