But the global significance of Coca-Cola emerges from a history far more complicated than its ubiquitous branded bottles and cans. Indeed, precisely because of how the commodity has become a material and symbolic presence in global daily life, people from all over the planet have narrated global capitalism through it, redeploying Coca-Cola to create disruptions and alternatives to the world figured in Goizueta’s report to his investors. The histories of the corporation and the struggles that have represented, resisted, and remade the brand of globalization that Coca-Cola signifies are constitutive of the corporation’s “world.” The history of this world, the subject of Counter-Cola, suggests that “The Real Thing” is something quite different.
[i] Mark Pendergrast, For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It (New York: Basic Books, 2000), 10.
[ii] Maude Barlow and Tony Clarke, Blue Gold: The Fight to Stop the Corporate Theft of the World's Water (NY: New Press, 2002), 147.
[iii] “The 100 Top Brands,” Business Week August 1, 2005, 90-94.
[iv] The Coca-Cola Company (TCCC), 1995 Annual Report, 14-16.