![]() ![]() As cultural historian Amanda Ciafone has documented, corporations like Coca-Cola over the years has developed the tools and ability to subtly seep into the everyday cultures and lives of communities across the world making the presence of their products and brand ubiquitous. In a classic scheme of corporate capitalism, the Yoli has thus cleverly remained an intimate product to the Guerrerense imaginary, but at the same time has become a mass-produced commodity that forms part of Coca-Cola, the world’s largest commodity corporation. But now, the story of this local product that is usually described as “meramente Guerrerense” (precisely from Guerrero) is sealed with the Coca-Cola trademark of Atlanta, Georgia. In the past, aficionados of the Yoli were certain that their favorite soft drink was locally produced somewhere in the state of Guerrero. However, as I grow older, the the humble origins of Yoli and the regionalism associated with the soft drink has left little room for an interrogation of the contradictory popularization of the Grupo Yoli company in the face of its purchase by the world’s largest commodity corporation, Coca-Cola. Usually, a thirst-quenching si p of an iced cold bubbly Yoli happened around celebrations with such joy and feelings of accomplishment after something monumental (i.e., a successful work week selling your crops in Mexico City). This pride for the Yoli derived from its local history that up until recently has been exclusive to the southern state of Guerrero, Mexico. As a child, I had many fond memories of relatives from Guerrero who always expressed great pride in the Yoli soft drink. ![]()
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