Coca-Cola was first marketed in the 1860s as a patient medicine, which was designed to offer the energy boost of cocaine without the vices of alcohol. The new beverage was invigorating and popular. Today, however, cocaine is not just banned, but widely demonized. This is an example of

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This example illustrates the phenomenon of mainstream culture once approving of behaviors that are now considered deviant. Coca-Cola's initial marketing as a medicine containing cocaine reflects a time when the use of drugs was not stigmatized in the same way it is today. As societal norms have changed, behaviors that were once considered normal or even beneficial can become targets of moral condemnation.

Coca-Cola Was First Marketed in the 1860s as a Patient