Alumnus Takes on Soda Slogan, Bears New Name 'Coke Is It'

Coke Is It '52 will soon add life to the Harvard alumni directory after Harvard graduate Frederick Karel Koch of Guilford, Vt. last week legally changed his name to match the soft-drink company's advertising slogan.

Koch, who was attiliated with Dudley House, refused comment this week on the name change, but told the Boston Globe he is protesting the Coca-Cola Company and its products. "I think they are selling flavored junk, they are obscene," he said. "I'd like to step hard on the corporate toe."

A spokesman for the Coca-Cola Company said, however, that Koch's motive is only to clarify the pronunciation of his name. The company is filing an appeal to the court that granted the name change, said Tony M. Tortorici, director of public affairs for Coca-Cola, U.S.A.

"We must diligently protect our trademark no matter how large or small the case is," Tortorici added.

Tortorici said Koch's son Bill, an Olympic medal winner in cross-country skiing, had asked Coca-Cola for a sponsorship but was refused, adding that the two incidents may or may not be related.

Call Me Fred

Koch, according to the Globe, was well-known in his community for his outrageous antics, which included bailing strangers out of jail.

Koch's family still calls him Fred, the Globe reported, but legally he is Coke Is It.

Harvard fundraising officials could not be reached for comment yesterday on whether the University would accept a gift from Coke Is It to name a building in his honor.