Intercultural drinks and food brands
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A drink, or beverage, is a kind of liquid which is specifically prepared for human consumption. There are many groups for drinks. It can be divided into various groups such as plain water, alcohol, non alcoholic drinks, soft drinks (carbonated drinks), fruit or vegetable juices and hot drinks. In addition to fulfilling a basic need, drinks form part of the culture of society







Commodity brands from banking services to beer and tea can be divided, in accordance with their relevance to a particular national (or ethnical) context, into “three different types: global, naturalised ('glocalised'), and culturally differentiated Global goods (foreign for Russian consumers)in the early and mid-1990s were valued precisely for their foreignness taking into account their unavailability during the Soviet times. As the Russian population entered a new era of mass consumption, a characteristic feature of Russian society became the newly adopted English words tantalized with the cachet of triumph, power and wealth” and incorporated into everyday Russian language.

On the other hand, the “appeal of the inherent localness of the goods” and the emergence of the dichotomy between “our” (nash) and “their”/”alien” (ne nash) products was also salient in the course of 1990s, especially “in the wake of Russia’s August 1998 financial crisis, when the mass departure of transnational firms not only created opportunities for domestic companies to meet market demands[Russian breweries are one of the examples], but also prompted customers to support local industries for both patriotic and economic reasons.”

To grasp this “binary opposition” in practice one can refer to Russian kvass “Nikola” campaign (2004) and its slogan “It is cute to be Russian”. The catchphrase of this advert can be understood with a significant share of a deliberately introduced ambiguity.

Between the local and the global models , “naturalised or glocalised advertising continues to be popular, where the form of an advert conforms to a global template, but may be re-shot in the locale, or slightly adapted to allow for cultural differences.” To understand the essence of such naturalized global adverts one may look at the Coca-Cola campaigns within particular localities, for example, MexiCoke, Coca-Cola naming adopted specially for Mexico and that is widely distributed in the U.S. by now.


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