Studying non-religion entities, individuals, events, organizations, or cultural phenomena in the light of a religious outlet can help us understand the similarities between religious and non-religious events or phenomena, which can further help in reducing the difference between the two factions. In this paper, Smith’s 6 principles are applied to an organization called “Coca-Cola”, to understand the difference between the principles in religious and non-religious context.
Smith’s Six Aspects of Religion
1. Authority: authority in religion is considered to rest with those who can distinguish themselves from common men, on the basis of their skills, reason and talent. In non-religious company as Coca-Cola, this authority lies with the top management who overlook each and every matter of the organization, starting from the investment to the deciding on the structure and ways of accomplishing work.
2. Ritual: Religious rituals are based on the celebration of the collective expression of the followers. Coca-Cola consumers are the ‘followers’ of the company beverages who celebrate their individual and collective love for the company’s most privileged ‘deity’/drink ‘Coke’ by buying and drinking it on daily basis. The beauty of Coca-Cola against a religion lies in the global celebration of its drinks without any discrimination of race, ethnicity, gender, and social class. All around the world, Coke users can identify their mutual love for the drink by sharing its pictures and their experiences on social media.
3. Explanations: the metaphysical details of humans and universe are discussed in religions. In the company and non-religious context, the company’s marketers aim at defining the reality of individuals and society by promoting social values, culture, music, and folk stories of the respective country. For instance, Coca-Cola sponsors the music industry of the countries by sponsoring ‘Coke Studio’ to explain their take on that society’s music. This takes us towards the tradition.
4. Tradition: this is the heritage that present generation inherits from their past generations. In terms of Coca-Cola, present generation as well their parents enjoy coke drinks equally. The reason behind this is the fact that their parents and even grandparents have enjoyed coke as it is a many decades old brand. Their love for the drink and their experience that they cherish with each other is the traditions equivalent to religious traditions.
5. Grace: Religions find their grace in being the ultimate reality. Coca-Cola marketers understand the value of grace or in business terms, ‘brand equity’, which gives the company a prestige and ‘grace’ in the market to stand as the best cold beverages company (Raines). This grace in Coke, is not a result of mere philosophy as in religions. It has secured the top position and the grace to capture a place in public’s eyes through a vision and diligent hard work.
6. Mystery: the mystery of religion lies in the infinite power of the God. In Coca-Cola, the mystery lies in the ‘secret’ blend of the coke, which sets the whole company aside from other companies such as Pepsi. Although, Pepsi makes a drink similar to the coke, but it cannot replicate the flavor that the coke gives it to its consumers. It is a perfect blend of sweetness, fizz, and flavor that quenches the thirst of its lovers. The mystery can never be resolved or revealed to others or the position that God and Coca-Cola enjoy due to their ‘secret’ will be lost.
WORKS CITED
Raines, Leigh. "God I Love Coke, It's Like A F**King Therapy Session.". TV Fanatic. N.p., 2013. Web. 18 Feb. 2016.
