Shortly after taking possession of the Golan Heights in June of 1967, Israeli Defense Forces entered the abandoned headquarters of the Syrian Army and in the flush of victory stripped down a Pepsi-Cola marquee-battered but still aloft-and hoisted a gleaming new Coca-Cola sign in its place. Regarded from today's perspective, this seems like a gesture of inscrutable black humor or Warholesque non sequitur, a campy inside joke for which the reference has been lost. But to observers at the time, the merging of the cola wars and the Arab-Israeli conflict was a familiar story, and one to which the establishment of Coke's "sovereignty" brought dramatic resolution. Bidoun
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check out Bidoun's archive for some other nice articles
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