The Undrinkable Can: A Satirical Confrontation with Coca-Cola’s Impact

In a bold amalgamation of artistic expression and activism, The Undrinkable Can, conceived by the enigmatic Art Collective QSTNMRK, emerges as a poignant indictment of Coca-Cola’s ubiquitous footprint on the environment and public health. This project entails the creation of a limited edition series of 1500 bespoke cans, each containing Coca-Cola and sealed irrevocably, rendering them utterly inaccessible. Priced according to their sequential order and adorned with distinctive display case numbers, these cans contain the standard 39g of sugar found in a typical Coca-Cola, serving as a stark reminder of the ramifications of consumption. This satirical endeavor ignites discourse, urging observers to contemplate the paradox of desire and futility while also probing the market’s valuation of art.

INDULGE IN THE FIRST COKE YOU’LL NEVER TASTE

Through The Undrinkable Can, QSTNMRK endeavors to shed light on the environmental and health repercussions linked to the Coca-Cola Company. On their dedicated platform, the collective underscores key points sourced from reputable outlets, implicating Coca-Cola for its contributions, including exacerbating plastic pollution, fueling the surge in diabetes cases, and exacerbating water scarcity.

Beyond its artistic narrative, the project adopts a daring financial stance by shorting Coca-Cola’s stock on Nasdaq. In this bold move, the creators seek to challenge the company’s practices and amplify their message, despite the inherent risks. “By month’s end, all proceeds from ‘The Undrinkable Can’ will be channeled into a short position against Coca-Cola’s stock on Nasdaq, a position we intend to hold publicly for several months,” explains the team. “Should Coca-Cola’s stock price rise, we incur losses.

Conversely, if it falls, we emerge victorious.” Yet, in the event of a profitable trade, all earnings from this venture will be donated to three NGOs in Chiapas, engaged in combatting Coca-Cola’s water extraction monopoly in the region. Unveiled at Zona Maco, Latin America’s premier art fair, the installation has ignited fascination and dialogue, positioning itself as a catalyst for social and environmental consciousness. Explore additional projects showcased at the event in our preceding coverage here.