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Sixty-four years ago, the first nationally broadcast advertising jingle came from Pepsi Cola. "Nickel Nickel," according to inventors.about.com, referred to the soda's price.
The Pasco School Board could sing its own Pepsi-related jingle these days: "For the Love of Money."
Last week, the school board punted the decision to exacerbate Pepsi product sales in public high schools by leaving the choice to individual school advisory councils. Only board member Pam Coulter correctly objected to allowing day-long sales of carbonated caffeine and sugar drinks.
The district, following previous state guidelines, bars sale of carbonated products in high schools until one hour after the last lunch period. Bottled water, iced tea and Gatorade are available in school cafeterias.
The state rules have changed, however, allowing soda to be sold all day as long as non-carbonated fruit-juice beverages are available in the same machines. A majority of school board members indicated last week they are willing to follow suit, but agreed to let school advisory councils weigh in as well.
The stated motivation? High school students are outsmarting the soda machine timers intended to prohibit sales until one hour after the end of the final lunch period. It's a time-consuming nuisance for principals to police the machines.
We are sympathetic to unnecessary demands on administrators' time. Still, it is an odd acquiescence to student misbehavior.
Surely, board members wouldn't reward academic cheats by lowering standards.
Board members also rationalized their decision by noting other products with high sugar content are available anyway. The thinking is off base. Amid a national debate about adolescent obesity, public schools should be trying to limit their contribution to potential medical and dental problems.
There is an ancillary motivation that drew minimal discussion. Cash. Though principals talked of students making good choices in their beverage selections - frequently selecting bottled water or Gatorade over soda pop - sales likely will increase if carbonated beverages are available throughout the school day.
Data from Chip Wichmanowski, director of the Pasco Schools Foundation, and overseer of the Pepsi contract, showed sales are significantly less than projected. In 1999, the district and Pepsi figured a 6 percent annual growth rate over the 100,000 cases expected to be sold in the first year of the contract. Instead, sales in the most recent year totaled just 54,000 cases.
While increased availability of soda is dubious, it is difficult to find fault with the district's use of the $3.45-million proceeds. The money financed school trips, athletic field renovations, computer equipment, scholarships and miscellaneous supplies like American flags, homework folders and student planners.
The good work done with the profits helps relieve the discomfort of watching public schools shill access to tens of thousands of children.
In exchange for the cash, Pepsi gets the opportunity to lock up long-term, brand-name loyalty among youthful consumers with its products serving as the exclusive soft drink sold at school vending machines, athletic events and school functions.
Unfortunately, the contract also is an acknowledgement of Florida's reluctance to adequately fund public education. Districts are forced to turn elsewhere to finance school activities.
"When we're adequately funded in Tallahassee, I'll change my position," said School Board member Marge Whaley.
Sadly, her prerequisite is never likely to be met.