In 2374, the chairman of Slug-o-Cola was Ferengi Commerce Authority Commissioner Nilva. That year, Slug-o-Cola had been losing ground to its primary competitor, Eelwasser. Quark, while disguised as Zek's female financial adviser Lumba, suggested to Nilva that he might improve his sales by advertising to females, with a new slogan: "Drink Slug-o-Cola, and keep your teeth that lovely shade of green." (DS9: "Profit and Lace") Slug-Cola was first mentioned in Legends of the Ferengi.