A Danish soft drink bottle contained exactly 25 cl, whereas the characteristic ‘chubby’ Coca-Cola bottle only contained 19 cl. The argument about value for your money was important in a time where a soft drink was considered to be a luxury product. (The story of Jolly Cola is based on the work of Klaus Petersen and Niels Arne Sørensen from the Institute of History, Culture and Society). In the 1980s Jolly Cola still had around 60% of the Danish cola market, but in the 1990s they experienced a decrease in sales. In 1999 the failing sales numbers forced the Danish Consumers Cooperative Society (Coop amba) to remove Jolly Cola from its shelves. Following this, Jolly Cola only made up 6% of the total Danish soft drink market in 2002, which was again reduced to 2% in 2003. In the same year, a trial between the brewery Vestfyen and the association of Danish breweries almost compromised Jolly Cola’s existence. Vestfyen believed that the association of Danish breweries would rather market Pepsi Cola at the expense of Jolly Cola. In September 2003, however, Vestfyen took over all stocks dealing with the struggling soft drink so as to engage in a turn-around of the product. This became an immense success, and in 2004 Jolly Cola made up 25% of Coop amba's cola sales. Jolly’s labels have changed a couple of times during the years. However, what they have in common is a retro design. It is the same look/design which is reappearing in the new logo. In the 1980s and 1990s there were quizzes, crossword puzzles and common proverbs on the back of Jolly’s labels.