Coke's Rightful Place in Developing Countries

Mirte Maas by Laurence Ellis, Mirage #2Dots| In marketing ‘happiness in a can’ as the main message of its new marketing campaign, Coke reminds Moderns that branding life is no sweat, as long as one doesn’t ask Smart Sensuality or Cultural Creatives questions about global ethics and family priorities in developing countries. We’ve been haunted by the fact that people spend $1.79 a day for a liter of Coke, when the family income is — forget $50 a month. Let’s say $200? $500? Many families buy Coke every day. One must ask ‘what could they buy instead?’ Read on: Besides Happiness, What Global Values Are Sold in the Coke Can?