Citizen Coke Sparknotes

In Bartow Elmore’s book, “Citizen Coke: The Making of Coka-Cola Capitalism” Elmore postulates on the harm that the Coca-Cola empire has caused through their shifty rise to the dominant power they are today. Pioneered by John Pemberton, Coca-Cola has established itself into one of the most popular positively branded names across the globe. Due to lobbying as well as strong marketing ploys the Coke business has developed into a ruling presence on a foundation which has been subsidized by exploitation and disregard for natural resource. Elmore employs various explanations regarding the rise of Coke and puts together pieces of the Coca-Cola empire’s fame through a side that is often not shown. Citizen Coke provides the reader with a viewpoint behind

the scenes into the havoc which has entailed throughout parts of the world due to Coca-Cola’s presence. A business which was first sold as “brain tonic”, has rebranded and acted now as a brainwash for capitalism. Elmore puts forward a commonly unseen side of the story expressing first-hand accounts of the byproduct waste and ruin due to Coca-Cola’s greed and capitalism.
Elmore elucidates how since the founding of Coca-Cola; the business has sought for growth based on advancement.

Advancement pursued by Coke has relied heavily on expansion efforts throughout the globe and within the United States. Elmore describes one particular case example relating to Coke’s drive for increase presence when he states later on in the book that the Coca-Cola corporation created a Foreign Department for the purpose of international marketing. Heavily promoting the economic benefits that accompany the importation of Coke, a task force of five members were appointed to persuade officials overseas to bring the Coke product to their country. Commonly poor countries were preyed upon falling victim to Coke’s ploys, and promise of economic growth allowed Coca-Cola to move production operations throughout the world. Communities deprived of the natural resources to endure Coke’s presence suffered most from the expansion, yet Coke had no regard other but for themselves. Elmore reasons how goals of cutting costs for Coca-Cola have been achieved through exploiting countries on behalf of their own private

gain.
Elmore’s narrative feels as if it is a history lesson.

Opinions coupled alongside historical accounts provide a lesson demonstrating the truths of Coke’s corporate greed. Elmore’s argument development progresses in a way that the reader becomes furthered dismayed as the history lesson goes on. Coca-Cola ravaged precious water resources in third world countries which eventually resulted in a scale of humanitarian crisis, yet today The Coca-Cola Foundation’s mission statement reads: “…[We have] Committed ourselves to improving the quality of life in the communities where we do business”. Television commercials depicting delight paired with the soft drink, Coca-Cola’s slogan of, “open happiness” along with massive international event sponsorships that universally are recognized currently label the company as having a positive impact in communities. Elmore’s arguments successfully connect the dots, illustrating to the reader on the dissolute framework which held together and lead to the rise in Coca-Cola’s present day

influence.
Elmore’s argument resonated profoundly as the book proceeded, and his basis of emphasizing how each aspect of Coke’s domination leading up to economic supremacy made the book feel as if the truth was revealed in a downward spiral. Elmore examines Coke’s water control to political lobbying practices in a comprehensible manor which shows how immense of an impact Coke’s rise to influence has had on the world and consumers alike. From the start of the book, descriptions of water consumption to the wide-ranging issues of policy which impacted the Coke company, Elmore organizes Citizen Coke in a way which provides the reader with connections that are clear and reasonable while not omitting fact. Making connections to Coca-Cola’s present joyful brand after reading Citizen Coke is more of a façade with the knowing of the corporation’s past.
Elmore’s argument that Coca-Cola has found a majority of success in exploitation holds true with factual evidence throughout the book, yet one limitation to the factual side of Citizen Coke is that the book doesn’t establish an individual narrative which is gripping. Factual segments of the book are thought-provoking and effectively convey to the reader the basis for his opinions, yet based on the true-life aspect of Citizen Coke I was disappointed to not be met by a call to action against those corporations in the U.S. today who exploit for advantage. Instances of Coke taking advantage of others must be associated with conviction per big business practices made in the U.S. today. Branding represented by Coca-Cola is a lie as the company has mistreated countless means of production as a way to profit. Relating Elmore’s argument to the overrun corruption which is presently occurring within U.S. big banking has left me to believe that one company’s own choice to brand itself in a positive light might be more superficial than meets the eye.