The spirit of Coke

“When I say a bottle of Coca-Cola I mean it metaphorically speaking; I mean it as an outward and visible sign of something inward and spiritual. I mean it as if each Coca-Cola bottle contained a djinn, as if that djinn was our great American civilization ready to spring out of each bottle and cover the whole global universe with its great wide wings. That is what I mean”.

This man is not referring to the ingredients or the ability of Coca-Cola to quench our thirst; we might surmise he is comparing the spirits of the logo and the American flag. Coca-Cola perpetuates this by being a big supporter of the USA armed forces. While the marketing might still be focusing on our minds, it has come a long way from its advertising campaign at the end of the 19th Century claiming it was “The Ideal Brain Tonic”.