By THE INDEPENDENT UG
INTERVIEW | SARA BYALA | A new book titled Bottled: How Coca-Cola Became African delves into the narrative of how the world’s most renowned carbonated beverage established its dominance on the continent. It’s a saga intertwining marketing savvy and high-level politics, the culmination of years of research by critical writing lecturer Sara Byala. Byala’s research focuses on histories of heritage, sustainability, and the intersections of capitalist systems with social and cultural dynamics in Africa. Here are her insights on the book:
What do you hope readers will take away?
Byala outlines three key takeaways. Firstly, despite Africa’s marginal presence in Coca-Cola literature, the company wields immense influence across the continent, with a presence in every nation. Most estimates rank Coca-Cola as one of Africa’s largest private employers, if not the largest, with a demonstrated multiplier effect on job creation. Secondly, Coca-Cola’s narrative in Africa is longstanding, originating from its use of the West African kola nut in the early 1900s, which also lent the beverage its name. The story intertwines with pivotal moments in African history, including the end of apartheid in South Africa and the emergence of postcolonial African nations. Thirdly, Byala challenges the assumption that a multinational corporation peddling sugary beverages is inherently detrimental. She argues that Coca-Cola’s success in Africa stems from its localization, as it adapted to African preferences in realms ranging from sports to healthcare, shedding light on African engagement with consumer products and the ways in which ordinary people exert influence.
How did Coca-Cola first arrive in Africa?
Contrary to popular belief, Coca-Cola did not initially export a finished product from its US headquarters. Instead, it distributed concentrate sourced from various global locations, including Egypt and Eswatini, to licensed bottlers. These bottlers then mixed the concentrate with local sugar and water before carbonating and packaging the beverage. While Coca-Cola lore claims its first foray into Africa was in South Africa in 1928, Byala’s research suggests it might have been sold as early as 1909 in Cape Town, merely 23 years after its inception in Atlanta, Georgia. The book chronicles the innovative strategies adopted by bottlers to launch Coca-Cola on the continent, including the creation of complementary soda brands like Sparletta. Subsequent chapters trace the product’s dissemination across Africa, exploring avenues such as co-branding with petrol stations, Coke-themed beauty pageants, indigenous advertising campaigns, and the proliferation of Coca-Cola signage.
What role did it play in apartheid South Africa?
Coca-Cola’s presence in South Africa predates the inception of apartheid in 1948. Although the company generally avoided political entanglements, it resisted certain aspects of apartheid, such as maintaining racially inclusive facilities in its plants. However, a pivotal shift occurred in the 1980s, spurred by activism in the US urging the company to address racial disparities domestically and internationally. Executive Carl Ware spearheaded a departure from the company’s neutrality, leading to a unique form of disinvestment aimed at undermining the apartheid regime while maintaining product availability. Coca-Cola’s alignment with the African National Congress (ANC) facilitated clandestine meetings and financial support, including the establishment of a fund overseen by Archbishop Desmond Tutu. This era of disinvestment coincided with Coca-Cola’s exponential growth across South Africa, catalyzing economic empowerment, particularly among black South Africans. However, this expansion also contributed to rising concerns such as increased consumption of sugary beverages, leading to health issues like diabetes and dental problems—a complex interplay explored in the book.
Byala’s research underscores how Coca-Cola’s strategic maneuvers during apartheid positioned it to thrive in post-apartheid South Africa, revitalizing its presence continent-wide. The book prompts readers to grapple with the multifaceted impact of Coca-Cola’s expansion in Africa, weighing its benefits against its costs.
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Source: The Conversation
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