Coca-Cola In Panama
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Coca-Cola in Latin America
During the early decades of the 20th century the United States and Latin America conveyed the prototypical “image of imperialism” in the world. The hegemonic power of the U.S. spread itself throughout Latin American culture, paving the way for American made products to enter a new society. Much like today in Iraq, the early 20th century in Latin America also consisted of round the clock surveillance by American troops. The American interest of using the Latin Americas as allies played into an increased military presence. Specifically in Panama, these soldiers set out to oversee the Panama Canal, a result from helping the Panamanians achieve independence from Colombia. The image of “American ideals of friendliness and good neighbors” (Coca-Cola) evolved into the overall “Americanization” of the region. Specifically, the Coca-Cola Company exploited this imperialism by spreading its drink around Panama, meanwhile showing images of people having fun while drinking a Coke. Making pals in Panama was easy when both sides had a Coke in their hand, playing into the interpretation that homogenizing the region would be simple.
The image “Have a Coca-Cola=What Gives Pal?” produced by the Coca-Cola Company in 1944 portrays the image of American soldiers socializing with Panamanian commoners in the streets. What is common between these characters is they both have a Coke in their hand and a smile on their face. The overall story of this image is of the American attempt to link Coke with the idea of being the “global high-sign”. In essence the goal is to change the negative perception that is associated with U.S. and Latin American relations. Coke became a form of social equality, and with it came the vision that the Coca-Cola Company could use these positive images in many advertisement campaigns. In the U.S., Americans associated this image with pride and nationalism, while all around the globe America was being perceived as a “Good Neighbor”. As Coke became widespread, the image of negative imperialism began to fade throughout Panama.
Much like the Banana Enclaves on the Caribbean Coast of Colombia, the Panama region was inflicted with outside sources and many different culture collections. “In Cienaga in the late 1920s one could buy Vicks Vaporub, Quaker Oats, and Chevrolet cars” (Le Grand 345), all products stemming from the continuous boats of American salesmen and Montgomery Ward catalogs. On the surface it looked calm and pretty, but underneath the middle and upper classes felt a boost of income and wealth, leading to potential jobs with the United Fruit Company. As people starting traveling abroad they lost their sense of nationalism, adopting the preferred American products and customs. The Colombian region shifted due to the “Americanization” that took place, much like the farmers and workers of Panama. A product as innocent as Coca-Cola spread throughout Panama and with it the idea of a friendly America, one that would protect the region and its people.
The idea of happiness and friendship became the ultimate goals the U.S. and the Coca-Cola hoped to evoke into Latin American society. What followed was a close adaptation of American culture, ideas, and customs. People from Panama “understood and love our sports, our humor, and our everyday customs” (Coca-Cola), depicted closely in the image “Have a Coca-Cola=What Gives, Pal?” One example of American culture that spread itself throughout Panama and the rest of Latin America was the game of baseball. Along with the new products, came the idea that baseball was a fun and exciting game. The U.S. Marines who would occupy the Latin American region would play baseball with the inhabitants, leading to widespread use and adaptation. The lines of “us” and “them” seemed to become blurry when the relationship between the U.S. and Latin America was a good one.
Depicting reality in photos such as the Coca-Cola image is hard to imagine, but during this time the increased social well-being of Americans and Panamanians grew into a positive image. In the foresight was the occupation by U.S. soldiers, protecting the interests of the United States and its surrounding territories. Using Panama as a strategic post for national defense was essential during World War II, all the meanwhile trying to show that the “Good Neighbor” rhetoric was apparent. To depict this history is two prong, requiring the break down of both American domination and local opportunities. On one side, the penetration of capitalism attracted American companies such as Coca-Cola to the region. On the other side, the local people were embracing their ability to open up to international markets. Much like in the Banana Enclaves, this Americanization can be described as the spread of “capitalism in such places that created social