PepsiCo will be fined for having no advertising permission for the landmark

PepsiCo will be fined for having no advertising permission for the landmark

Pepsi Cola Venezuela has launched a legal appeal after it was fined and ordered by the president of the country to remove a publicity globe in the capital Caracas.

President Hugo Chavez said the red, white and blue globe, a Caracas landmark situated on top of a skyscraper, is seen as an “unwanted symbol of capitalism”, Reuters wrote Tuesday (25 May).

It is understood that the city mayor's office said the local unit of PepsiCo, run by Venezuelan food and drinks company Empresas Polar, would be fined VEF77,000 (US$18,000) for having no advertising permission for the object.

However, Polar said it has all the requisite permits and has since launched an appeal after workmen attempted to demolish the ball at the weekend.

A spokesperson for PepsiCo Brazil told just-drinks yesterday (27 May): "[Pepsi Cola Venezuela] has launched a legal appeal against demolishing the ball, since the globe represents a publicity icon for Caracas, symbolising the presence and commitment of a brand enjoyed by millions of Venezuelan consumers."

Click here to view the Reuters article.