Coca-Cola Sign in the Desert

My Favourite Pic in Ages: Quick…Name a Softdrink

I am not one to sigh with relief after being able to find a grande-mocha-choc-orange-frappelatte-chino-with-extra-whip in a chain far from home (if such a sad, additive-laden drink really does exist). While some consider a new eatery or clothing chain’s arrival as “progress” (just recently, young adults camped for three nights in the streets of Santiago, awaiting the grand opening of the country’s first H&M), I’m actually quite saddened by multinationals.

But I don’t pretend to be free from their grasp. Unfortunately, a quick look at the family tree of most of these labels shows you that seemingly disparate brands are in fact incestuously interconnected. In order to buy free from the reach of the spider web of corporations and their hairy little demons, one must little less than live in a treehouse upon a forgotton alpine ridge, steadfastly remaining unmoved by jeans sold at knock-off prices, impossible discounts and all things pre-packgaged in plastic.

Sometimes the introduction of such brands is unsuccessful – though not for want of trying. In Bolivia, I was told that McDonalds failed to work, as their prices far outstripped what a typical person could afford to spend on a meal. Yet the country was not entirely free of influence: the piled up plastic bottles of all major softdrink brands on the sides of the roads showed that a little global sugar fix remained a popular choice.

Here, in the deserts of northern Chile, that same brand waved its flags, stamping its name over similarly secluded landscapes.

Coca-Cola Sign in the Desert


4 thoughts on “My Favourite Pic in Ages: Quick…Name a Softdrink

  1. That brand joins “hello” and “okay” as the triumvirate of words that have apparently made it into every single other language. If I ever need to define “ubiquitous” for a student, I’ll use that logo; I can only assume future archaeologists will assume it was our god. But in that setting, the seemingly invincible empire looks fragile and forgettable indeed.

    1. Definitely. Speaking of “hello” being internationally understood, I was surprised to hear how South Americans often answer their mobiles with “‘alo” I wonder if it is an evolution of English like it sounds to be, and if so, when it began to be used…

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