Resisting the pressure of other board members to diversify Coca-Cola through acquisition, Woodruff was committed to promoting the company’s core mission. In keeping with this vision, Woodruff solicited the genius of advertising great Archie Lee, one of the pioneers of the “soft sell” approach, to build Coca-Cola’s brand image as America’s soft drink. He also expanded the firm internationally, grew the franchising business and replaced the sales division with a service department devoted to supporting Coca-Cola’s various bottlers, distributors, and fountain operators.