Tunisian Coke

The Africa Cup of Nations (CAN) kicked off on Saturday, and things are already getting pretty interesting. Tunisia have beaten Morocco 2-1 last night. With Morocco being one of the favorites in the tournament, the win was unexpected and even Tunisia’s coach Sami Trebelsi admitted to being “surprised” at the “standard of play” by the North African nation. Perhaps the team’s rigor  can be attributed to the national pride that has come with their recent revolution, which triggered the events that eventually became the Arab Spring. Not ever one to miss out an opportunity to ride any (Mexican?) wave, Coca-Cola has cashed in on the spirit of revolution, as they did in post-Mubarak Egypt as Sophia Azeb pointed out. They released this video for the Africa Cup of Nations with Si Lemhaf, one of the music groups who gained fame for their catchy videos during the revolution through social media. Luckily for Coke, the Tunisian colors match theirs; it makes product placement just that bit more seamless.

It is worth noting this article by Paul Garver (shout out again to Sophia) where he points out that trade unions played a huge role in mass revolt in Tunisia, the same unions who took on Coca-Cola for their abusive behavior towards Tunisian workers, and their “precarious” employment contracts. Which makes their self-positioning as the “drink of the people” in Tunisia seem all the more sinister.

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Dylan Valley

My DVDs weigh a ton. Capetonian in Johannesburg. Also Film and Video Editor at Africa is a Country.

1 Comment
  1. Tunisia’s football team are hardly pushovers on the african continent. Of the current participants at AfCon they are the most recent winners. That aside, I’m sure all that matters for the Coca Cola people (OMG, Coca Cola is preprogrammed into my phone’s text predictor whilst) was an opportunity to push sales up a notch. It might even be There’s a segment of Tunisia’s youth who’d be oblivious to the conditions needed to deliver that set drink at the prices they do.

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