Today I came across an educational film that the Coca-Cola Company made in 1955 about Coca-Cola in the Philippines.
The video is called “Pearl of the Orient.”
As the video starts, it looks like it is just going to be about the Philippines, but then the narration changes topic. . .
“In every city, town and barrio throughout the land, people of all ages, work, play and enjoy moments of pleasant relaxation, take time out to enjoy the pause that refreshes with Coca-Cola, a refreshing drink of highest quality.
“Here indeed is a pleasant and delightful beverage, a pure and proved pure refreshing drink of highest quality, a quality that never changes from bottle to bottle, day after month after year.
“Isn’t that delicious? Mmm, you just know it is.
“Made in the Philippines, by the people of the Philippines for the people of the Philippines. Long ago, long before the War, the taste and quality of Coca-Cola won its way into the hearts of everyone and continues today to be an accepted, desired, refreshing custom of people everywhere throughout the land. . .
“. . . in fact, throughout the world.”
From this point, the video goes on to talk about how Coca-Cola is produced in the Philippines, and this information is interspersed with repeated statements about how much Coca-Cola is appreciated.
From Luzon. . .
. . . to the Visayas. . .
. . . to Mindanao.
This is a beautiful example of neo-colonialism. Neo-colonialism describes a phenomenon whereby a formerly colonized people continue to revere the culture of the former colonizer, thereby enabling companies from the former colonizing country to continue to dominate in the former colony.
And yes, I realize that neo-colonial relationships harm local industries and make certain multinational companies filthy rich. . .
. . . but look at how much fun everyone is having!!
The video can be viewed on YouTube here (and it is also on Archive-org):