Without any doubt, Coca Cola is a popular and ubiquitous product worldwide. The bright red background of the logo and brand name can be found juxtaposed against a broad range of socio-economic and cultural environments. In poor countries in particular, images of this dynamic red background and the physical and cultural environment presents an image of globalization in which the poor interact with symbols of the rich. The ease of entry into the food and beverage business in many cultures, have contributed towards opportunities for marketing, and ease of access by entrepreneurs with limited capital, to the Coca Cola products. Over the last 20 years, the founder and CEO of IDPG has been travelling to developing countries, and documenting through photographs, the formal and informal images of the Coca-Cola trademark among the poor. This is an ongoing project, and some of the images have been produced in this digital photo exhibition called Quenching the Thirst of Poverty.
