Coca-Cola Punked by Bolivia

From Bolivia comes the fascinating branding tale of Coca-Colla. That's right: it's called "Coca-Colla." It's also being called trademark infringement, and "a socialist-tinged affront to western imperialism." It's even being called, jokingly, "the real thing" owing to its use of real coca leaf. What it shouldn't be called is a threat to Coca-Cola. Paradoxically, Coca-Colla's existence only serves to strengthen the brand it imitates (and maybe mocks). Whether Coca-Cola's lawyers see the humor in the parody reamins to be seen.

Coca-Colla is the publicity stunt of Bolivian President Evo Morales and the country's Ministry of Coca and Integral Development. In an effort to manufacture support for, or at least the perception of support for, the nation's coca growers, and solidify the leadership's residence of "Coca-Colanization," Bolivia's government concocted a beverage made from real coca extract. Acting with true capitalist public relations mastery, the socialist-leaning administration named the drink Coca-Colla, owing to the nation's "Colla" people.

Here's why it's a total win-win.

Santa Cruz, Cochabamba and La Paz were the sites of the first shipments of 12,000-some bottles of Coca-Colla. The beverage costs about $1.50 (96p) for a half-liter. Don't expect to see Coca-Colla at your local ballpark or in the office vending machine anytime soon.

As The Guardian points out, Coca-Colla is a pawn in an international relations game that sees a struggling South American nation trying to cope with years of U.S. drug policy:

"Bolivia tried to wipe out the leaf at Washington's behest. But that was before Evo Morales, an Aymara Indian and coca grower, was elected president, championing coca as a crop with legitimate uses.

The socialist government vowed zero tolerance for cocaine but expelled drug enforcement administration agents, accusing them of spying, and encouraged Bolivian companies to use coca to make teas, syrups, toothpaste, liqueurs, sweets and cakes."

Coca-Cola has yet to officially respond, though you can be sure its lawyers at its Atlanta HQ have been working late looking into it. That said, it would be a boneheaded move for the brand to come down hard on the Bolivians.

While on the surface this prank may appear a threat to the brand, this kind of homage only serves to demonstrate just how powerful Coke's brand is worldwide. Subsequently, no consumer on earth is going to truly mistake "the real thing" with such a knock-off. Being negative will only confirm, in some Bolivians mind, and as intended, that Coca-Cola is a capitalist bully.

Meanwhile, Bolivians, perhaps buoyed by the global attention such a PR stunt brings, can justifiably dream of buying the world a Coca-Colla. Or in an alternative tagline: "Have A Coke and a smile, and an anti-capitalism PR stunt."