Coca-Cola in Panama

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 1920's 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,