Politics, religion, caffeine and ice

Do you hate America, but just love a cold cola beverage? Then worry no longer, because the market has discovered you as a buyer and wants to quench your thirst.\nGet ready for "Mecca Cola." Yes, it's true. Tawfik Mathlouthi, a French entrepreneur, has discovered that anti-American sentiment is turning out to be quite the cash cow far off from our shores and has decided to capitalize on the ire by bottling it, carbonating it and infusing it with caramel coloring.\nTheir slogan: "No more drinking stupid, drink with commitment."\nStrangely enough, I saw that same adage posted above one of the front doors in the Villas last week.\nMathlouthi told the BBC News Network that the cola was designed to challenge "America's imperialism and Zionism by providing a substitute for American goods and increasing the blockade of countries boycotting American goods."\nApparently he's on to something because sales are heavenly. It was launched in France roughly two months ago, and the drink is now being exported to Britain, Germany, Belgium, Italy and Spain. For a finale, in one month's time the drink will debut in the Middle East.\nBut wait -- Is this man fighting an honorable fight? True, there is some nobility in the sense that he's attempting to take on a large conglomerate, one operating with relative impunity in national and international markets. But still, battle American ideals with capitalism? That's like trying to drench a fire with napalm.\nAs our intellectual collective conscious grows, more and more capitalists are discovering that people still want to consume, but they want to consume without guilt. It seems to be good business to make buyers feel their sins have been purged by associating products with revolution.\nElectronic Arts games advertisements declare "Challenge Everything," and to stick with beverages, Dr. Pepper proudly calls everyone to "Be You." Every product on the market seems to be tied to some noble ideal -- whether it be individuality, community or an attempt to save the rain forest.\nMecca Cola takes it one step further. What better way to ensure a line of supporters than endow your products with a creed and politics? And though the company officially insists that they are "not affiliated with any religion or ethnic group," I question their sincerity. \nSure they're not. And tobacco isn't addictive, and the people at Enron just forgot to file some paperwork. And record companies don't keep CD prices artificially fixed. It's just a happy coincidence that the name on the bottle is attracting so many customers. \nIt must really just taste that good.\nNext in line, Hava Na-Cola. Perhaps Dr. Krishna Blue or Diet Sartre Twist -- containing zero calories? They wouldn't be affiliated with any interest groups in particular; they would just provide a healthy and tasty alternative to the American power products, while challenging religious monopolies around the globe.\nTargeting and exploiting particular consumer groups is fine with me, if they're buying. I'm an American, and I'm a capitalist. So perhaps I'm misguided, but if my current politics were taking issue with the ills of America, I'd feel insulted by Mecca Cola's aims. Nothing is more American than making money off of other people's problems. Claiming to fight America by doing the same thing seems to be an exercise in futility.\nStill, if they want it, it will sell, so sell on. I know I'm not buying. I'm happy with my Orangina, thank you very much. They're OK with skeptics, Communists, Democrats, Catholics, Muslims, Asians, Canadians, Egyptians, blacks, whites, men, women and some small animals.\nOh, and it tastes good too.