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Hello, Snackers. Recommendation: Go listen to me on the podcast The Sporkful! Visiting a new place and getting slightly—just a bit—confused by it. The way I explore the world has changed in the last few years. There are various reasons for this exit, including family, pandemic, day job, and, uh, general disillusionment with the industry. Those journeys typically last just a few minutes, but sometimes they send me down a rabbit hole that takes over a significant portion of my brain for hours or a week. For you, that might be the architecture or the people featured in the ad on the left side of the photo, or perhaps the yellow-and-green ATM and what it might tell us about banking in Central Asia. What the hell is RC Cola doing on a newish-looking sign on a grocery store in Tajikistan? I opened more tabs, and then even more. I found that photo in September and did a ton of research at that point, and then on and off since then. My notes file kept getting longer and longer, but I felt no closer to a definitive satisfying answer to the question of why RC Cola is popular in Tajikistan. There are probably some paywalled industry charts that would show it, but my interest and research budget only go so far. If you like this, please consider a paid subscription. Thank you! Type your email…. There are a few different possibilities here. Could be branding. Could be history. Could be some kinda boring technical reason. Note the emphasis on the hometown Columbus, Georgia, USA and the date the brand was established , all in English. When Obi Zulol set up a booth at an expo in Paris , the vibe was more old-fashioned, with an even stronger element of archetypal Americana. Back in the mids, when Obi Zulol was getting its start, the Soviet Union had just collapsed and Americana held extra potency as a brand. A friend of mine, after a trip to Turkey years ago, observed that in the USA, cigarettes are sometimes advertised as having Turkish blend, while in Turkey, some cigarette brands promoted an American blend. More recently, RC Cola got a boost in the Philippines thanks a surreal ad campaign, which must been seen to be believed. Nicholson claimed in When calls for government intervention in the market or expressions of economic nationalism resulted, Coca-Cola was depicted as a national industry— Philippine , Egy ptian , or Colombian , not American. Perhaps, then, RC Cola was trying to do the same thing in Tajikistan—build its brand under the auspices of helping a developing economy. This appears to be exactly what happened, although there were some twists along the way from initial development to that sign appearing in a Google image spotted by a disillusioned travel writer one summer day. In , a bold group of investors started a company called Obi Zulol to produce bottled water and carbonated soft drinks, which had never been made in Tajikistan before. Unfortunately, the new nation was already going through a violent civil war, which ran from May to June and made it impossible for the company to gain its footing and find strategic partners to finance the bottling plant. Luckily, Obi Zulol had already secured a bottling agreement with RC Cola, in , granting the Tajik company the right to produce and sell the American beverage across Central Asia. The new bottling plant opened in September Why RC and not Coke or Pepsi? Probably a guy knew a guy. Last year, when I first started thinking about all this, I asked my various travel-writer contacts on Twitter if anyone could help me understand what was going on. She said that RC is the dominant soda brand in the north of Tajikistan, because the bottling plant is based in Sughd the northern region. Coca Cola entered the market more recently, and initially had problems penetrating because it was more expensive and less sweet. She summarised that people are used to RC but it is a habit, not loyalty to the brand. RC Cola is popular in northern Tajikistan not necessarily the whole country for the simple fact that it got there before the other big players. A guy knew a guy and their respective connections and clout set RC Cola up for success in the s. So much happened in the s, and the effects are still evident across Tajikistan, everywhere you look—including a cola ad. If you enjoyed this, please share it! I occasionally teach travel writing workshops on how to make a story come alive by focusing on the background details like for example, random advertisements. Email me at doug douglasmack. Get every post delivered while it's hot and fresh! This is one email you'll open every time. Continue Reading. Why is RC Cola popular in Tajikistan? In search of an American soda in far-flung places Hello, Snackers. Every now and then, my curiosity holds even longer. My brain fixated on the RC Cola sign at the very top. Here, in order, were my initial questions: What the hell is RC Cola doing on a newish-looking sign on a grocery store in Tajikistan? Is it popular across Tajikistan? Is it popular elsewhere in Central Asia? Are there other places, outside the USA, where it continues to thrive? All of which is to say: RC Cola really is popular in Tajikistan. But still: WHY? Type your email… Subscribe. Share this: Twitter Facebook. Like Loading…. Posted November 3, Subscribe to get more snacks in your inbox Get every post delivered while it's hot and fresh! Loading Comments Email Required Name Required Website. Reblog Subscribe Subscribed. Snack Stack. Sign me up. Already have a WordPress. Log in now.

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