The Cola Conquest: Parts 1-3

Using the story of the most successful commercial brand in world history, The Cola Conquest is a revealing examination of popular culture in America and the exportation of American commercialism around the globe. Beginning its inquiry in 1895, The Cola Conquest traces the evolution of commercial supply and demand, and how this dynamic was birthed and shaped through a century of mass urbanization and industrialization. An eye opening critique of the culture of global consumerism, this 3-part series examines the hugely successful exportation of American culture and how this has created a universally embraced pop-commercialism in all the farthest reaching corners of the world.



PART 1: 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.




PART 2: 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.




PART 3: COCA-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 globalisation of American pop culture, and corporate influence on the souls of the nation.