A compelling peek into the hidden history of a global icon, Counter-Cola: A Multinational History of the Global Corporation challenges preconceived notions of what it means—and what it takes—to be successful on the global stage of capitalism. Over the past 130 years, Coca-Cola has become a staple of everyday life, the iconic font and bottle shape instantly recognizable to individuals in countries around the world. Popular advertising campaigns such as “Things Go Better With Coca-Cola” and “The Real Thing” cemented the company as a household name, but, behind the youthful faces beaming from magazines and bus stops, controversy festered. Counter-Cola expounds the Coca-Cola Company’s struggles with economic nationalism, labor unions, environmental movements, and organized crime in their quest to become a global brand. With hundreds of sources and a comprehensive index, Amanda Ciafone has compiled a revealing work of scholarship exposing the sordid details behind a familiar face.
Counter Cola: A Multinational History of the Global Corporation, Amanda Ciafone, University of California Press, Paperback $29.95 (424pp), 978-0-520-29902-3