In New York, New York on March 25, 1970, Ira C. Herbert, executive of Coca-Cola, wrote a sincere letter to Richard Seaver, representative of Grove Press, about using Coca-Cola’s slogan, “It’s the Real Thing”. After some time Richard Seaver responded with a very sarcastic and defensive letter.
In Ira C. Herbert’s letter he kindly ask Richard Seaver if he and Jim Haskins, author of “Diary of a Harlem Schoolteacher”, would refrain from using the slogan “It’s the Real Thing”. Ira had believed that the use of Coca-Cola’s slogan would have diminished sales of both Coca-Cola and “Diary of a Harlem Schoolteacher”. He also believed that people would be confused with who had used the slogan first. Ira Herbert used logos as his form of rhetoric writing.