"This collaboration will ultimately help us bring the insights and benefits of traditional Chinese medicine to consumers all over the world."
Thus spoke Coke, in reference to its collaboration with the China Academy of Chinese Medial Sciences. The company hopes to develop a line of drinks featuring Chinese herbs, and probably a whole range of health benefits. And corn syrup.
Does this mark a return, full-circle, to Coke's roots as a tonic herbal beverage? Or perhaps a new positioning scheme to be well-placed for production and distribution of herbal products once the FDA regs kick in? The prospects could be scary, especially if the multinational company (or companies) can claim patent rights for beverage "formulas".
Another successful step in the long road of corporate cultural appropriation.
