Found: ~:* It tells lisp to reuse the last argument. How to rewind arguments one place back.
For the entire explanation of the paragraph, see http://www.gigamonkeys.com/book/a-few-format-recipes.html (located at the bottom of the page)
So he becomes
(format nil "One occurence of ~C , another one: ~:*~C , and yet another one: ~:*~C"
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