The Cola Conquest (1998) User Reviews

Poetic and Researched

[rogerstahl1 · 10/10 · 11 April 2007]

This is a comprehensive and thoroughly enjoyable film. I'm particularly struck by the care that went into interweaving themes and visual material. There are some extraordinarily poetic moments. I use this film in a course that I teach on commerce and popular culture to illustrate various trends such as the spiritualization of the brand and cultural imperialism. The filmmakers are obviously in touch with these larger philosophical themes, and they have done their homework. All this, and the film does not come off as preachy or heavy handed. A real work of art on one level; on another, a fine addition to our understanding of corporate power.

Name does not do it justice

[arminsachse · 10/10 · 23 June 2008]

This is a must see for all marketing students. Should be called "The Power of Branding" Cola is simply coloured, flavoured and sweetened water, an unnecessary product but Branding made it into an Icon and an absolute life necessity.

This did not happen by an act of fate but was a fundamental marketing strategy by Coke marketing management. The product it self has not really changed unlike the electronic world, so physical features and benefits are not part of the marketing program but perceived social benefits certainly were.

Selling and gen admin represents over 40% of their revenue.

Not very impressive.....

[chester-gray · 1 May 2004]

I recently watched this documentary and I must say that I found it to be quite boring. It was basically about how Cola is a multi-billion industry, and how the market is getting more competitive all the time. If you ask me, though, they could have presented it in a more interesting fashion.

*****/10