Part 5/8:
Rising from the Ashes: Reinvention and Innovation
The elevation of Hillary Mott, Hatcher's successor, proved to be a turning point for RC. Mott streamlined operations and enabled the company to stabilize amidst economic turbulence. With reinvented vigor, RC sought to penetrate the cola market once again. In 1934, they launched Royal Crown Cola, employing taste tests and celebrity endorsements to position their brand.
The significant moment came in 1944 when RC was legally allowed to use "cola" in its name, rebranding as RC Cola. The following decade, the 1960s, marked a peak in RC's success, including the introduction of Diet Rite, the first mass-produced diet soda, which captured a large share of the market.