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In the wake of the Mexican Revolution, amid a fever of nationalism and a suspicion of American influence, arrived an invader, not with guns or an army, but with a bottle.
Its name: Coca-Cola.
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Coca-Cola’s history in Mexico started in 1926 when it first entered the country.
It was a period of post-revolutionary nationalism and cultural reawakening.
There was initial resistance to this American product, but Mexican consumers eventually learned to love Coke.
By the late 1930s, Coca-Cola had become integrated into everyday Mexican life.
The beverage of Jesus: Interestingly, Coca-Cola first gained influence with Mexicans’ indigenous communities, particularly among the Tzotzil people.
The tribe incorporated Coca-Cola into their religious practices. Believing carbonation could expel evil spirits.
Coca-Cola was given a nickname by the community: “the Jesus Christ of foods.”
By the 1970s, Coca-Cola had become deeply embedded in Mexican culture. The company was able to transform Coke from a foreign product to a cultural symbol.
Coca-Cola became a symbol of comfort and unity in Mexican society.
In the early 1980s, The Coca-Cola Company decided to switch from real cane sugar to high-fructose corn syrup due to rising sugar costs.
However, Mexican Coke continued using cane sugar due to Mexico’s local sugar cane production and lower costs.
Americans started to notice Mexican Coke had a clear taste difference. These sensitive pallets attributed the superior taste to the use of cane sugar vs. corn syrup.
Coca-Cola’s HQ denied any perceptible taste difference.
However, the people were not buying it.
As time went on, consumers around the world—especially in the US—started to view Mexican Coke as a symbol of tradition and authenticity.
Mexican Coke just looked more authentic, being sold in glass bottles with cane sugar. It represented resistance to industrial modernization.
Pepsi-Cola eventually decided to challenge Coca-Cola’s dominance in Mexico in the 1980s.
Pepsi launched a counter-offensive against Coca-Cola in the country. This would be the start of the Mexican Cola Wars.
To do so, Pepsi signed Michael Jackson and Madonna as major brand ambassadors. Celebrities that were famous in Mexico at the time.
Pepsi positioned itself as young, hip, and exciting to Mexico, which is known for its large, youthful population.
The Coca-Cola Company responded by emphasizing its deep Mexican cultural roots. The company maintained a commitment to the traditional recipe and positioned itself as “the beverage of the people.”
As the 1990s came to fruition, Pepsi’s celebrity-focused campaign ultimately fell short.
Mexican consumers remained loyal to Coca-Cola, and it maintained its market dominance in Mexico.
Mexico started to face a significant health crisis in the 2000s; the country had some of the world’s highest rates of obesity and diabetes.
Sugary drinks, like Coca-Cola, came under intense scrutiny.
The debate about sugar shifted from taste preferences to health concerns.
The Coca-Cola Company fought back. Declaring multiple factors were the cause of the obesity epdeic: lifestyle changes, lack of exercise, overall diet.
They defended themselves against being singled out as the leading cause.
Health activists and officials in Mexico campaigned against sugary beverages.
They called for:
Coca-Cola in Mexico continues to remain cultural but is labeled as unhealthy. And despite health concerns, consumption remains high to this day.
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