Despite Pepsi's new feistiness, Coke still continued to dominate Pepsi outside the United States by a 3.6-to-1 margin. Although it would take a miracle for Coke to reach its goal of garnering 50 percent of the U.S. market share by the year 2001, by 1999 it had snared 45 percent as compared to Pepsi's 31 percent. The Big Red Machine may have been slowed by global economic woes, but it still appeared unstoppable in the long run. Roberto Goizueta had always said that Coke products should be more popular than water. Was it then a "World without End" for the age-old soft drink company?

You can run from it, but you can't hide. Sooner or later, no matter how far you think you've ventured from the comforts and conveniences of the modern world, Coke will find you. Go to the foothills of the Himalayas, the hurricane pounded fishing islands off the coast of Nicaragua go to the birthplace of civilization, if you like. Coca-Cola will be waiting for you.

The New York Times editorial, 1991

As the world shrinks to a global village, ^[20] the appeal of Coke and Big Macs as "luxury" items are increasing, and some nutritionists express concern that these will soon gradually displace cheaper, traditional, healthier cuisine.

"When advertised in a culturally appropriate way with appealing symbols", writes an anthropologist, "the public consumption of such foods and soft drinks turns out to be a principal form of identification...