John Pemberton the alliterative sound, which was popular among other wine medicines of the time. Although the name refers to the two main ingredients, because of controversy over its cocaine content, The Coca-Cola Company later said that the name was "meaningless but fanciful". Robinson hand wrote the Spencerian script on the bottles and ads. Pemberton made many health claims for his product, touting it as a "valuable brain tonic" that would cure headaches, relieve exhaustion, and calm nerves, and marketed it as "delicious, refreshing, pure joy, exhilarating", and "invigorating". Soon after Coca-Cola hit the market, Dr. Pemberton fell ill and nearly bankrupt.
Edward Loines Pemberton continued by the Reverend R.B. Earée after Pemberton's death. In 1872, when John Walter Scott held the first stamp auction in Europe, Pemberton provided one of the first expert reports on the genuineness of two 20 cent St. Louis Postmaster Provisional stamps which were considered by many to be forgeries. Pemberton was an active contributor to many philatelic journals, including "The Stamp-Collector's Magazine" and "The Philatelist". He was editor of "The Stamp-Collector's Review and Monthly Advertiser" from January 1864. In 1872 he started "The Philatelical Journal", dedicated to advanced philately, which was the house organ of his stamp dealing firm