Global Refreshment

This week we discussed cultural imperialism and the implementation of American brands in foreign countries. Companies like Starbucks and McDonalds are often held as examples of this phenomena. The Coca-Cola company is another corporation we can examine in regards to this issue. At The World of Coke, Coca-Cola's museum in Atlanta devoted to all things Coke, there is an exhibit known as "Taste It!" The company's website has this to say:

"Take your taste buds on a trip around the world. Sample over 60 different products through five tasting stations arranged geographically, and a sixth station dedicated solely to Coca-Cola brands. Sip, mix, and savor to your heart's delight!"

Is this an example of Coca-Cola heralding its imperialist triumphs? At first glance, it might be. But consider the different options housed in the Taste It! exhibit:

Stoney Ginger Beer (available in southern Africa);

Kuat, a guarana berry-flavored soda available exclusively in Brazil;

and Bistrone, a bizarre (to most of us, perhaps) canned soup, meant to be ingested at room temperature on the go, marketed in Japan.

Even though all these products are sold under the Coca-Cola name, they are certainly adapted to this specific culture to which they are sold. If they weren't, they wouldn't sell, since taste varies wildly across the globe. Coca-Cola is a marketing genius for embracing these differing tastes and using them so effectively to dominate sales everywhere.