The Coke Machine by Michael Blanding

Penguin, 375 pages

Early on in The Coke Machine, Michael Blanding's scathing expose about the ubiquitous soft drink, we learn that the book was written without the Coca-Cola Corporation's co-operation. In an email to the author, Coke spokeswoman Kerry Kerr wrote that the company had decided Blanding's questions for the corporation had a "decidedly subjective slant". It's impressive that Mr. Blanding chose to include this remark on Page 21, as it immediately sets off an alarm in the reader's head: is the book subjective? Will the other 354 pages of this book be the result of some personal vendetta against an innocent soft drink that only wanted to teach the world to sing?

Fortunately, Blanding actually spends the other 354 pages proving Kerry Kerr wrong. An investigative journalist, Blanding has given us a book that is fair and thoroughly-researched, complete with detailed notes and a massive bibliography. Anyone doubting the information he's giving us is free to double check it for themselves.

Some of the book's revelations are already the stuff of urban legend (such as the fact that Coke was once made with cocaine, something with the company continues to deny) but mostly this is a detailed account of Coca-Cola's marketing machine and their history of public relations. Nor does the book reveal any Western bias - although the first half of the book concerns Coke's domestic policies, the second half whisks us off to other parts of the globe for a more global perspective.

Western society is on a health kick right now and Coke is on the receiving end of the backlash - for several years now, it has been accused of contributing to child obesity, an increase in diabetes and other related problems from consuming 39 grams of sugar for every 355 ml can. But Mr. Blanding's report goes further then the mere health crisis: he also details the impact of Coke in places like Columbia and India, where the water supply is tainted and union leaders routinely turn up dead.

Mr. Blanding goes out of his way not to indict Coke directly for these crimes - the implication of this book seems simply to be that, like most corporations, Coke's left hand rarely knows what the right one is doing. He also does not hesitate to applaud Coke when it gets something right, such as the beneficial acts performed by the Coca-Cola Foundation, a charitable offspring of the mother ship. There may have been a subjective purpose in writing the book, but The Coke Machine emerges as an even-handed portrayal of a corporation and its relationship with the world.

Not being a soft drink drinker, the book isn't going to change my habits. But if you're a fan of the sugary beverage or just like to mix your cola with your rum, you may want to read more about what this famous company has been up to while a lot of us have been floundering on Facebook. As our consumer culture expands, it has become even more essential that we understand exactly what it is we're consuming - and who we're consuming it from.

Update! Apparently, the secret recipe for Coke has been revealed....http://www.theglobeandmail.com/life/the-hot-button/cokes-secret-recipe-revealed/article1907671/

 

Of course, no matter what your opinion is about the drinks, you have to love the commercials....