18% The Cola Conquest
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S01E03 - "Cola-Colonization"
Aired on Sep 10, 1998, 12:00 AM
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Episodes (1 Season · 3 Episodes)
The Big Sell
Through a century of image-making with master artists — including the creation of our modern version of Santa — Coke sheds its patent medicine image to become first the drink for young moderns, and finally the most recognized brand name on earth. Coke's success spawns numerous imitators, including Pepsi, which is just another cola until it targets the "Pepsi Generation." With Pepsi's launch of the Michael Jackson campaign, the Cola Wars explode.
Sep 7, 1998
50 min
Cola War and Peace
During World War II, Coca-Cola becomes an essential morale booster for the troops and a worldwide symbol of the American way of life. As the Cold War turns frigid, former Pepsi lawyer, Richard Nixon, gives Pepsi a decade-plus jump on Coke behind the Iron Curtain. But when the Berlin Wall falls, Coca-Cola is there passing out "the taste of freedom." Back at home, Coca-Cola plays a significant role in the American Civil Rights movement and offers a Vietnam War-weary nation the ultimate commercial for world peace.
Sep 8, 1998
50 min
Cola-Colonization
Tea spills in China, wine in France and blood in Guatemala, as Coca-Cola teaches the world to acquire a taste for "The Real Thing." But as Coke — and Pepsi — are busy abroad conquering new markets, upstart colas are nipping at their heels back home. From the jungles of Papua New Guinea to the "Coca-Cola Olympics" in Atlanta, we see the globalization of American pop culture, and corporate influence on the souls of nations.
Sep 9, 1998
50 min