7-up salesmen is sent to Africa to establish a market there. He is reported missing with along with a large supply of 7-up. A search party is sent out after him. After a long search, they finally come to a village of cannibals. Questioning the cannibal chief, they find out he has been eaten. The Chief explains: "we ate his head and drank 7-up, then we ate his arms and drank 7-up,, when we ate his legs, we drank 7-up, and then we ate his thing." The search party puzzled asks, "why didn't you drink 7-up after eating his thing?". The Chief replies: "Don't be Silly, Things Go Better With COKE!"