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If you’ve never traveled to Mexico before, let me just say this: Coca-Cola has won the soda wars with our neighbors to the south. Sorry, Pepsi, but you have lost. You can’t travel to a single town in Chihuahua without seeing the Coca-Cola logo emblazoned on billboards, grain elevators, street vendor carts, store fronts, public walls, and personal apparel (t-shirts, sweaters, baseball baps, backpacks).

It’s surreal.

While I can’t confirm this, I’m confident that the average Mexican drinks more soda than water. The native Tarahumara, including the smallest children, seem to be sipping from Coca-Cola bottles more than water bottles. And this makes some sense, even though it’s tragic; a liter of Coca-Cola is actually more affordable than a liter of bottled water. Just like us Americans, diabetes and obesity have become serious health issues for an ungodly number of Mexicans, and the affordability of soft-drinks (and the lack of clean water) is likely the culprit.

Today’s photo is but one example. You cannot escape the red-and-white logo. Outlandishly, it’s everywhere.

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