[Music] Coca-Cola there may be no other product that reaches more of man kind with 500 Brands and 3,500 products 1.9 billion times a day a consumer somewhere around the world reaches for a Coca-Cola product a product whose iconic white lettering against its bright red background is recognized by 94% of the world's population a product whose name is the second most understood term in the world behind Okay a product whose company's 35.1 billion in Revenue makes it the 84th largest economy in the world just ahead of Costa Rica a single product that can trace the cultural economic and political aspects of globalization Coca-Cola by riding the powerful wave of globalization the Coca-Cola company has penetrated the Earth's farthest corners from Atlanta Georgia to Papa New Guinea an entity that globally influential however tends to attract a lot of critics for many people inside and outside of the United States Coca-Cola is pure Americana an icon of essential US national culture culture but when coch aired its New Patriotic commercial with America the Beautiful sung in various languages during the 2014 Super Bowl controversy ensued [Music] Coke what could possibly be wrong with this well a lot apparently a lot of nasty ugly reaction on Twitter and CO's Facebook page one example quote speak English or go home Americans lashed out on social media protesting Coca-Cola's efforts to showcase the country's diverse population let's take an American patriotic song and make it foreign good one Coke still confused as to why they were singing about America and all those foreign languages in the coke commercial we speak English never drink another Coke after that heinous unamerican commercial I'm utterly disgusted but while Americans complained about Koch's efforts to be more Global the rest of the world feared that the american-based company was spreading a blanket of homogeneity across the globe many believe the company to be a leading agent of the movement towards monou culturalization monou culturalization is an ideology depicting the spread of Western ideals that ultimately replace distinguished traditional customs in certain areas Coca-Cola's effort to localize a distinctively American drink in every foreign context is unparalleled the company alone spends more money on Advertising than Microsoft and Apple combined in order to promote its American Flagship product as a universal commodity many critics see this universalism as a mechanism that alienates and ultimately removes all traces of the particular local region they fear that a globally contextualized product will inevitably lose its tangible Local Roots during its transition to a more abstract and Global entity however the Coca-Cola Company isn't simply a steamroller of globalization that eradicates everything in its path rather Koch practices disembedding a phenomena where companies remove their product from its original context and reconstruct it to fit a more Global scene the company then Reeds its product to cater to specific regions around the world often using local context to shape its Market strategy shown in its multitude of global advertising coch has indeed taken its distinctively American product and allowed for it to feel familiar anywhere coch shifted away from Simply translating advertisements from English to other languages and instead began utilizing targeted marketing to reach its local customers by adjusting advertisements to fit in with local customs and sayings even within the specific country of India for example Koch wishes different states a happy holiday in the their various State dialects one for utar [Music] Pradesh one for [Music] Rajan one for Maharashtra [Music] one for Tamil Nadu so rather than feeling like a foreign company is erasing precious local culture Coke consumers actually feel as though the company is simply adding to their already existing practices they don't regard their culture as a bounded entity that ought to be insulated against change instead they adapt Coke as an additional part of their cultural identity and tradition consideration of the movement of worldly things such as soft drinks from New York to New Guinea is not a novel way of viewing globalization Coca-Cola is certainly a simple of that Global Connection whether the corporation is being criticized for monocultural isation or praised for practicing disembedding the Coca-Cola's company's influence and power as a global player is undeniable a global player whose brand is worth an estimated 74 billion more than Budweiser Pepsi Starbucks and Red Bull combined a global player whose product is sold in more than 200 countries a global player that has changed the world [Music] Coca-Cola [Music] la la la la la la la la la la la la la la la la la