The sphere of power

The sphere of power

"I know sites of memory,

To give effect to the memory"

Polar ad with Carlos Olivier

By Andres F. Guevara B.

Traditionally, Venezuela has been a pepsicolero country. Unusual distinction, as the main competitor of Pepsi, Coca-Cola, is considered by many as the first beverage company in the world and a Titan in advertisement.

It’s not that Coca-Cola and other soft drinks do not have a significant portion of the Venezuelan market. These data are handled accurately by advertisers, creative and marketing research professionals.

But when it comes to Pepsi in Venezuela, it transcends the liquid and reaches the threshold of public memory. For reasons peculiar to the uniqueness of our country, the life of Venezuelan Pepsi is accompanied by the same way as has been surrounded by traditional brands: Toddy, Fama de America, Savoy, Galletas María Puig, Maizina Americana.

It would be nice to remember the experiences that each individual has lived around these brands. Yes, brands. And all that they imply: consumption, money, marketing, capital, exchange of goods and services with a pricing system. Unfortunately is not that way. You can’t light a reminder when your home is threatened.

In a press release from the agency ABN it was reported that the Mayor of Caracas, a follower of the opinions of the Bolivarian Socialism, upheld the order of removal of the "Pepsi Globe," located in the Tower Plaza Polar Venezuela.

The mayor explained its decision by which presumably the "Pepsi Globe" does not meet the architectural standards and local laws.

It does not take to be a genius to understand the underlying problem. The Bolivarian government, based on a legalistic argument, seeks to eliminate another manifestation of the "global capitalist system" which is to remove remaining traces of the rule of law and individual freedoms.

The government knows that a revolution involves undermining the basis of the previous regime to build a new order.Rousseau clean slate. In this context, the possibility that citizens can see the "Pepsi Globe" at the top of a building poses a threat.

The tragedy of communism in the making is that its end is known beforehand. Poverty, ignorance and brutality. That is the communist GDP. Its legacy.

Pepsi, an American transnational company linked to Polar, the largest private company in Venezuela, are the spearhead of what most abhors Communism: entrepreneurship, free enterprise, improvement of the individual by himself without the crumbs of the State.

Sunk in misery, it will not take much time for the Venezuelans to recall other times. Stages of their life in which to see a native soap opera in prime time did not amount to fetch water in the desert. Periods in which the flour was not a luxury on the shelf and the ability to watch election results did not depend on official state bulletin.

These images are kept inside the memory. Remain there. Nested. Latent. But the government machinery will not rest until burying them to shine the classic iconography of the left.

But let's be fair. Assume the contrary view. Suppose that the "Pepsi Globe" violated the rules of the council. Even in this case, the measure is irrational. Pepsi must be guaranteed the right to defense, to due process. The possibility of going to court and seek an injunction for the realization of the administrative act does not create a detriment to the company. In the worst case, if it were established that the administration was right, would have to assess whether there is a responsibility of the State for the damage done to Pepsi.

Things seem to be a dream. Justice in Venezuela went to a party. The Pepsi Globe is much more than brass painted with colors. It reflects our rainbow of misery.