The Coke Machine: The Dirty Truth Behind the World's Favorite Soft Drink by Michael Blanding (2011)
"Is it hungry? / Is it real? / Does it know basically how I feel?"
If Wounded Lion, here, is asking about Coca-Cola, Michael Blanding answers, “yes.” Throughout The Coke Machine, an unflattering tour of the company’s extensive, and near-labyrinthine, history of lies and greed, Blanding positions Coca-Cola as the “essence of capitalism,” which would be a hungry beast, indeed. The book is an attempt to portray company history as a feedback loop of turning the cold shoulder on vices and moral wrongs--especially the obesity problem in the USA, and political murders and environmental destruction in foreign countries--to maximize shareholder profits and positive brand image.
This addition to the world of Soft Drink Studies is at its best when chronicling action. The lattermost part of The Coke Machine guides the viewer chronologically through an interconnected series of legal maneuvers against the company, pitting the Atlanta headquarters against a diverse cohort of lawyers, activists, union leaders, and far-flung villagers in an attempt to get Coke to admit its wrongdoings in Columbia (murder) and India (water rights, and pollution). In these pages, the book becomes an impressive bureaucracy procedural, detailing the way the courts, the lawyers, and the executives work together to make justice as complicated and ill-meted as cynically possible.
Elsewhere Blanding tries to scorch Coke with his prose, but all he can muster is a lukewarm cliché. If you can, fight through writing like this: “Finding the Coca-Cola Company accused of murder is like finding out Santa Claus is accused of being a pedophile.” Yikes. Forgive the style, and you will be rewarded with substance. It’s by no means essential, but I will never grudge the world another book about soda.