Una Coca Cola No Es Real
Serigraphy on paper and video
50x39cm
2021
In 1971 Coca-Cola launched the first-ever colour television commercial as part of the "It's The Real Thing" advertising campaign, amidst a time of global tensions resulting from the Cold War. On a small hill in southern Italy, the campaign directors brought together young people from different parts of the world to sing together in harmony holding a bottle of the brand.
Contradictorily, in Colombia and Central America, Coca-Cola has not been a particularly harmonious product. Currently, there are several ongoing cases in the high courts and testimonies of how in different bottling plants of the multinational, together with paramilitary groups, trade unionists and workers have been murdered.
Coca-Cola has been a fundamental instrument of colonisation and its corporate policy has laid the foundations for contemporary systems of domination. Its emancipation strategies have developed neoliberal and US imperialist policies around the world.