An issue of the British Medical Journal, reported that several men including a 78 year old Dr. Robert Christison of Edinburgh were able to walk long distances without food or sleep and with no serious aftereffects. The journal also predicted in a editorial that coca would be "a new stimulant and a new narcotic: two forms of novelty in excitement which our modern civilization is highly likely to esteem."(25 ).
From the 1870's to the early 1900 reports from literature medical of the benefits coca grew. An 1878 advertisement for coca said it was for "young persons afflicted with timidity in society"(26 ).
The dramatic increase of the use of drug cocaine can be traced back the work of Dr Karl Koller and his announcement in 1884 that he had be able to anesthetize the surface of the human eye with a solution of cocaine hydrochloride(27 ).
Before Koller's announcement Cocaine was rare to find in the United States selling for a dollar per grain and only by the German company, Merck. After in 1887 cocaine was available throughout the United States from many manufactures and sold for two cents per grain(28 ).
Atlanta druggist and former confederate solider John S. Pemberton was working on a headache cure in the mid 1880's. He mixed caffeine, extracts of coca leaves and kola nuts, and a fourth, unknown ingredient, he called this mixture Coca Cola (29 ).
In the spring of 1886 Coca Cola was created. He called it a "temperance beverage" because it contained no alcohol. It was promoted as the "intellectual beverage and temperance drink," and was a success (30 ).
Coca was commonly distributed in fluid extracts. The American pharmaceutical industry imported tons of Coca leaves from Bolivia and Peru. Very little of this reached the consumer. The pharmaceutical industry instead processed it into preparations and patent medicines(31 ). During this time frame, the Coca products available, three generalizations can be made. They were nearly all beverages. The contained a relatively small amount of Cocaine. They where promoted in a way that emphasized coca's distinctiveness from cocaine(32 ).