Crisis and Coca-Cola

Abstract

This paper begins with discussing how Coca-Cola paved its way from a rip off of Vin-Mariani (wine-cocoa luxury drink popular in the 18th century) to a global beverage brand, through diplomatic strategies, political lobbying, the formation of powerful allies and other strategies through covert operations acclimatized as per changing political landscapes. Moving on to how Coca-Cola avoids one of biggest posing risks to its business which is deleterious effects on health especially amongst children, by funding scientific research projects and warping scientific integrity to suit its propaganda by banking upon its influential power. It also talks about the cost-effective strategy adopted by Coca-Cola by making a switch from Sugar to High Fructose Corn Sugar, baring the bigger picture behind it. It highlights the hegemonic strength of a transnational corporation having a pervasive influence to change health mindsets amongst the world population, underpinning the need to bring about a change.