Thank You for Your Support (and Your Gullibility): Two Corporate Con Jobs from the ’80s

I almost called this post “Memories of Manipulative Advertising,” but that’s like calling water wet. Advertising doesn’t sometimes manipulate—it’s a full-time gaslighter with a jingle and a logo. The question isn’t if it’s lying to you, but how cleverly, and with what flavor of Americana.

Case in point: Bartles & Jaymes, the wine cooler swindle dressed up like a Norman Rockwell painting. Back in the 1980s, I worked at Jackson’s Wine & Spirits in Berkeley—a respectable shop selling overpriced Bordeaux to grad students pretending they weren’t on food stamps. Then came the Bartles & Jaymes blitz, courtesy of Hal Riney & Partners and the corporate overlords at E & J Gallo.

Suddenly, America was smitten with two crusty front-porch philosophers in denim and flannel, sipping pastel-colored booze and thanking us for “our support,” as if we were funding their modest struggle to afford Hamburger Helper and citronella candles. They weren’t winemakers. They weren’t even real. One was a retired Air Force pilot, the other a contractor. But that didn’t stop millions from believing that these Gallo sock puppets had personally hand-crafted their strawberry kiwi elixirs under a tin roof in Appalachia.

These weren’t ads. They were full-blown folklore, sold to a Reagan-era audience desperate to believe in something wholesome—preferably something with artificial watermelon flavor and a 5% ABV.

But the biggest act of psychological warfare I witnessed during my wine shop tenure came not from Gallo, but from that fizzy behemoth: Coca-Cola.

In 1985, Coke announced it was changing its iconic recipe. Cue the national meltdown. Pickup trucks rolled into the wine store like we were FEMA and this was the end times. Grown men, trembling with brand-loyalty withdrawal, bought crates of “original” Coke like it was bottled youth. I became an emergency hand truck operator, wheeling out what amounted to liquid nostalgia to wide-eyed customers who treated me like I was delivering insulin to a diabetic family.

Then, surprise!—Coke re-released the original as “Classic Coke,” and everyone breathed a sugary sigh of relief. It was less a product relaunch and more a mass-conditioning experiment, proving that if you poke the American consumer hard enough, they’ll thank you for the bruise.

These weren’t just ad campaigns. They were operatic manipulations of identity, trust, and memory—corporate psyops disguised as beverage options.