Braggin' About Tex: The Story of Big Tex and a Presidential Coke

This post is adapted from my YouTube video: Braggin' About Tex

In 2017, the Texas State Fair made a big change: they decided not to renew the contract with Bill Bragg, the man behind the iconic voice of Big Tex. Bragg had held the job for 11 years, and he said it broke his heart to lose the gig. The Fair's PR director wouldn't give a reason for the change.

But this story isn't just about Big Tex. It's about the kind of stories that live in people's memories - the ones that get passed down through a ring-pull tab and a poem.

The Camera, the President, and a Coke

Bill Bragg was a man of stories, and one of his best goes back to 1971. He was working freelance, assigned to a 60 Minutes television crew covering the opening of the LBJ Presidential Library in Austin. The room was filled with important people. Walter Cronkite was there preparing his interview.

Then it happened. The silence broke as Lyndon Baines Johnson called out: "I'm thirsty. Somebody go get me a Coke."

Everyone was too busy. His request went completely unheard - except by one man with a quick instinct and a faster pair of legs. Bragg ran down to the basement and bought the President a Coke. The kind with a ring-pull tab.

When he handed it over, Johnson flashed a big Texas grin and said, "Thanks, young feller," grabbed the can, and ripped off the tab.

The Poem

Bragg kept that ring-pull tab for over 45 years. And he wrote a poem about it:

Now I'm no rich man - in fact, well, I'm almost broke, But in 1971, I bought President Lyndon B. Johnson a Coke.

It was before the opening of the LBJ Library in Austin, I think about a week or two, When I was working freelance, assigned to the 60 Minutes television crew.

The place was filled with important people, There was even a celebrity or two. Walter Cronkite was getting ready to do his interview.

Then it happened - the silence was broke, As Lyndon Baines Johnson cried out: "I'm thirsty! Somebody go get me a Coke!"

Now everyone was so busy, and this may even sound absurd, But somehow his request went completely unheard.

Well, I knew what I had to do, so I began to hop. I ran down to the basement and bought him a Coke - You know, the kind with a ring-pull tab.

When I handed the President that Coke, I felt like the world's most important man. And with a big Texas grin, he said "Thanks, young feller!" as he grabbed ahold of the can And ripped off the tab.

Now this is my story. There's not much else left to say. But it's a souvenir - I've kept that ring-pull tab to this very day.

So go ahead and laugh if you need. Make it a joke. But back in 1971, I bought Lyndon a Coke.

Why This Story Matters

Some stories don't need a marketing angle or a business lesson. They're just good stories about real people and small moments that stick.

Bill Bragg gave Big Tex his voice for over a decade. He also once bought the President of the United States a Coke and kept the tab. Both of those things are worth remembering.

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Edward Chalupa is a digital marketing specialist, storyteller, and founder of Whtnxt. Connect with him on LinkedIn or explore more at echalupa.com.