VivirLatino

Venezuelan President Hugo Chávez continues his quest to drive the population towards consumption of local goods and, like a good marketer, he’s telling his people to set down their Coca Cola and pick up a new grape juice product called Juvita. On Chavez’s weekly TV show this past weekend, the message rang like a late-night informercial: Juvita means eternal youth, Coke means evil. From Reuters TV transcripts:

“It is a soft drink that is healthy, nutritious, here it is, its called Juvita. To maintain eternal youth, Juvita. Drink Juvita. Be young eternally instead of drinking that soft drink that, I don’t know, coca, I don’t know, cola, I don’t know what. Drink Juvita. Let’s taste it to see, to stay young eternally. You fathers and the mothers, encourage all parents to drink Juvita.” CHAVEZ BEGINS TO DRINK FROM BOTTLE OF JUVITA SOFT DRINK, SAYING: “Let’s see. Ah, eternal youth. Drink Juvita. How tasty. Did you all try?”

Getting Latin Americans to put down Coca-Cola is a mission impossible. Kind of like getting people in América Latina to give up corn-based products. Not gonna happen. Read more…