AfricaIs aCountry

Coke and cynicism

Africa Is a Country Podcast
African Five-a-Side Podcast

Coke and cynicism

By
Sean Jacobs

I won’t bother to unpack this commercial, but this is exhibit A for the case against uncritical boosterism and identity politics. Coca Cola Kenya hijacks “the Africa is booming” discourse to sell more soft drinks. Here’s their cynical sales pitch:

There are close to 1 billion people in Africa each with a reason to believe. Because Coca-Cola knows, understands, lives and breathes AFRICA, ONLY COCA-COLA can influence positive attitudes amongst AFRICANS by claiming its role AS the ICON OF HAPPINESS and the BEACON OF OPTIMISM.

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