Introduction

In 1886, Atlanta pharmacist John Pemberton began to sell a new, caramel-colored, carbonated beverage in his pharmacy’s soda fountain. He would have no idea how much of an impact that beverage would make on the world, over a century later. With the help of innovative businessmen such as Asa Griggs Candler and Robert Woodruff, this beverage soon grew to more than a drink – it became a symbol of American relaxation and happiness that quickly spread around the world. Today, the beverage, known as “Coca-Cola” or “Coke” is seemingly ubiquitous, with its unique contour bottle shape, logo, slogans, and advertising campaigns permeating to every corner of the world. Yet, it strives to maintain a relationship with and cater to the needs of the local populations it serves through its partnerships with local bottling companies, which in turn cooperate with the local supermarkets, street vendors, and businesses that that they serve. Through this chain of command, Coca-Cola simultaneously maintains its image as a powerful international brand and as a personalized local business. Because Coca-Cola now influences a much larger international population, it has a larger responsibility, and a broader mission, endeavoring to “refresh the world”, “inspire moments of optimism and happiness”, and “create value and make a difference”. 

Yet, whether Coke has always followed its mission is a controversial issue. Being a global corporation that bottles in countries outside of its origin, it often comes under scrutiny for a variety of crimes in the countries that it serves. One of the most prominent examples is in India, where it has been accused of having toxic pesticides in its product, draining the groundwater in villages near its bottling plants, and severely affecting the livelihoods of local farmers (Campaign to Stop Killer Coke). These accusations, and the way in which they affect the perceived image of Coca-Cola, give us insight into the differing opinions of what global responsibilities Coca-Cola marketing implies it has and what responsibilities others assume Coca-Cola should have.

My investigation of Coca-Cola is two-fold: first, I will examine the methods of global advertising that Coca-Cola uses, focusing on how Coca-Cola designs its advertisements and messages to reach people on a personal level. How does it become “associated with people’s emotional experience”, and maintain its image as an overarching brand (Foster 708)? Second, I will investigate how Coca-Cola uses its advertising to connect with its consumer population in India, or in other situations, justify or defend its image. How does Coca-Cola take on certain responsibilities (if any) through its advertisements? In investigating this subject, I will rely on past anthropological studies on branding, consumerism, globalization, and global advertising in relation to Coca-Cola, interviews with Coca-Cola advertising directors, bottling plant managers, and workers, and informative websites and documentaries on the history of Coca-Cola. With these methods, I hope I can unveil more about the phenomenon that surrounds the spread of Coca-Cola, the responsibilities Coca-Cola holds with its worldwide influence today, and the effectiveness of its marketing strategies.

Introduction - Ethnography & Analysis - Related Links - Bibliography