Evo Morales puts the Coca back in Cola

Bolivian President Morales chews Coca leaves in the United Nations. Photo From MercoPress/treehugger

"The Andean nation’s indigenous people have long resented the U.S. beverage company for usurping the name of their sacred coca leaf. Now, they are aiming to take back their heritage. Recently, the government of Evo Morales announced that it would support a plan to produce a coca-based soft drink which would rival its fizzy American counterpart."

This is brilliant marketing on so many different levels. Coca-Cola has for years been a symbol of America brand capitalism. During the Cold War, the brand's image was used as a symbol of liberty and freedom, but to others, it has been a symbol of exploitation, oppression, and cheap manufactured junk, as opium for the masses. Morales is not only making a mockery of this, but he is at the same time demonstrating the North American hypocrisy on drug policy, as well as it's skewed and racist attitudes towards different substances. Finally and most importantly though, this move is reaffirming and supporting indigenous peoples, their sovereignty, and their legitimate ancient traditions, which have been suppressed by American policy in Latin America.
- Lima

Full article at The Rag Blog.
More also at Telegraph.co.uk

P.S. Thank You Susan, for the honour of allowing me to contribute to your Outstanding Blog.

Evo Morales puts the Coca back in Cola