Part of the costs of Dr. Waldron's ethnographic research on Crete were paid for by doing market analyses for 7-Up soft drink.

Dr. Waldron lost her consultant work for 7-UP because she defended Crete's Vathipetrou against her own employer, the American company 7-Up, in Vathipetrou's well-founded wish to continue bottling his own very popular soft drink made with fresh lemons grown on Crete, along with bottling 7-Up whose syrup was made in another country.

Dr. Waldron argued to 7-UP the justice and also economic logic of letting Vathpetrou continue bottling his local soft drink. 7-UP's refusal to do so set off the first of the Cola Wars.

In 1983, on Crete, Dr. D'Lynn Waldron wrote this draft summary of her detailed business study of what was the first battle in the 1980’s 'Cola Wars' between Coke and Pepsi.

The Cola war on Crete was set off when 7-UP financed a new plant for the only island-wide bottler on the proviso that he terminate his own very popular carbonated soda made with local lemons, and only bottle 7-UP, plus Pepsi Cola which he already bottled.

The popularity this bottler's citrus soda gave him the vast majority of the market on Crete, and because tavernas took from only one distributor, this made Pepsi the dominant cola on Crete.

Crete was important for Coke to conquer because each summer there were a great number of tourists from Northern Europe who were accustomed to drinking Pepsi and could thus be exposed to Coke in a setting associated with happy vacation memories. Below is the original typescript with its typographical errors, of the draft summary of that cola war as written on Crete by Dr. Waldron.
CRETE PHOTOGRAPHS BY D'LYNN WALDRON