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Counter-Cola charts the history of one of the world's most influential and widely known corporations, The Coca-Cola Company. Over the past 130 years, the corporation has sought to make its products, brands, and business central to daily life in over 200 countries. Amanda Ciafone uses this example of global capitalism to reveal the pursuit of corporate power within the key economic transformations-liberal, developmentalist, neoliberal-of the twentieth and twenty-first centuries. Coca-Cola's success has not gone uncontested. People throughout the world have redeployed the corporation, its commodities, and brand images to challenge the injustices of daily life under capitalism. As Ciafone shows, assertions of national economic interests, critiques of cultural homogenization, fights for workers' rights, movements for environmental justice, and debates over public health have obliged the corporation to justify itself in terms of the common good, demonstrating capitalism's imperative to either assimilate critiques or reveal its limits.

Coca-Cola Company --- History. --- 20th century. --- 21st century. --- brand images. --- brands. --- business. --- central to daily life. --- coca cola company. --- commodities. --- common good. --- corporation. --- corporations. --- cultural homogenization. --- developmentalist. --- economic transformations. --- environmental justice. --- fights for workers rights. --- global capitalism. --- injustices of daily life. --- liberal. --- national economic interests. --- neoliberal. --- products. --- public health. --- pursuit of corporate power.