GROVER NORQUIST: We had the pledge out there and we branded the modern Republican as the party that would not raise your taxes, Branding is important. Coca-Cola spends a lot of time, quality control branding Coca-Cola. Everybody knows what's in Coca-Cola. And so you can buy a bottle of Coke, take it home, you donâ€™t have to ask whatâ€™s in it, or read the ingredients, or ask your friends about. You just take it home, you drink it.
If you get two-thirds the way through your bottle of Coke and you look in and there is a rat head in whatâ€™s left in your Coke bottle, you do not say to yourself, 'You know, I'm wondering whether I'm going to finish all of the rest of this particular bottle of Coke this evening.' You begin to wonder whether you'll buy Coke in the future, you go on local TV and you show the cool rat head. Coca-Cola has a very large problem worldwide. It damages the brand. Republican elected officials who vote for tax increases are rat heads in the Coke bottle. They damage the brand for everybody else.