Global Culture and Coca-Cola
In what way is the worldwide spread of Coca-Cola sales a result of the global culture in Western society?
Document 1
This chart shows some useful statistics on Coca-Cola sales. It dates from 2014.
Document 2
This is a photograph showing the familiar Coca-Cola cans in various other languages and notably other alphabets such as the Chinese one on the far left.
We recognise the cans as Coca-Cola but at the same time there's something a little off about them.
This shows that Coca-Cola is American it is willing to adapt and rebrand itself for worldwide market. Rather being all American all the time there's a certain flexibility which still remains recognisable.
Document 3
The cover of TIME magazine from the 15th of May 1950. Quite clearly shows the Coca-Cola logo, possibly bottle cap, giving a drink to the world. Captioned “World and friend”.
One could argue that Coca-Cola is forcing the world to drink because Coca-Cola is holding the bottle and has one arm around the world. However this is flimsy at best because the world is smiling.
This shows how even in 1950 the world was seen as drinking Coca-Cola.
Conclusion
Coca-Cola set out well from the start. Founded in an era when gassy drinks were thought beneficial to health, and with cocaine in the original ingredients list it was only a matter of time before people were hooked and demanding the drink. When cocaine was removed the still addictive caffeine and sugar were left.
After the Second World War being American and all things American became fashionable. Coca-Cola would have been exported as a luxury label. By our time it has become synonymous with American culture, albeit not always in a positive way, but it has also become something of a standard, no longer a luxury but indeed the World’s drink. It is the most popular soft drink in nearly all of the 200 countries in which it is sold, except for Scotland, India and Peru, where local drinks (Irn Bru, Thums Up and Inca Kola respectively) are more popular.
Coca-Cola has long used successful advertising campaigns often involving huge celebrities at the time, one that comes to mind is the “I kissed Elvis” from the 1950's and as a result the brand name has grown even more. A phrase sometimes used in English is “Cocacolonisation” which refers to American cultural influence spreading into countries via things such as Coca-Cola; they claim that this also leads to other American companies such as McDonald’s moving in, and has created an international culture that can be witnessed all over the developed and developing world.
The brand is also distinctly recognisable, with little changing since their first logos. Even in other countries one can instantly recognise the distinctive colours and logos. This is one of the reasons for the continued success of Coca-Cola worldwide. It is a distinctive and unique brand which many have sought to (unsuccessfully) imitate.
Sold everywhere.
Occidental cultures accept most things American when under American influence. Most of Europe shows the example of being under American culture that they accept as their own and Coca-Cola shows this.
Coca-Cola has personalised advertising for each country where it’s sold. This tailoring to every country rather than forcing the countries to become American. Father Christmas changed from green to red because of one of these successful campaigns. This shows how although Coca-Cola is American it is also Japanese, German, French as it tailors itself to each country where it's marketed.
Even countries in the former Soviet Union have stores stocking Coca-Cola, and whilst most nations have regional imitations or variants few soft drinks (other than perhaps Pepsi) can hope to compete well with Coca-Cola and its international influence.
Annexes
Document 1
Document 2
The photo came from here:
Document 3
Here is a good source for general information regarding the company’s history
The TIME Magazine cover is from here:
Conclusion I found out about Cocacolonisation here:
Cocaine in early Coca-Cola and some other facts:
