História da Coca Cola - MUNDO COLA - A trilogia parte 1

[Music] [Applause] in every country in the world Cola dominates we feel that we have to plant our flag everywhere even before the Christians arrive col Destiny is to inherit the [Music] earth there is a company that is home to a sacred formula a secret so closely guarded it is locked away in a dark [Music] Vault although it is over a century old and consumed around the globe no more than three living people ever know the exact recipe it is the formula for Coca-Cola the brand consumed more than 900 million times every [Music] day I'd like

to buy the world home and it love but Coca-Cola's most important ingredient cannot be kept in a vault the camera is panning to these happy beatific faces they're in they're filled with the [Music] spirit they're all very prayerful there's a very strong Conformity of purpose It's uniting All Peoples there is one God and that God is Koke [Music] [Applause] [Music] all night all day angels watching over me my Lord all all day over 1500000 bill now 1500 1500000 bill here now 1500 come on 1500 15 now 2 know what you're looking at Coca-Cola is your

friend and wherever you go you always want a friend and you feel like you know Coca-Cola regardless of where you go Coca-Cola is there it's like coming home to Mother 1750 15 now 17 and the first one I ever drunk on the street I thought I was going to die because I sneeze through my nose and it just like to blo my head off so these are the Cocola sunglasses which is very comfortable this is the first time I ever had them on because they're collector's piece I don't here's a 1929 Coca-Cola soda tray and

did you notice how they use ladies on all their serving trays I believe that's what sold Coca-Cola a lot was the U they probably get H for this the exploit of women they're not too [ __ ] looking that's for sure they all have a very definite Elegance ice Cod Co $2 ice Co it's my last one ice C co$ Devotion to a product that is 99% sweetened water has little to do with taste and everything to do with image the creation of Coca-Cola as the most recognized brand name on Earth is a story of

marketing genius that begins over a century ago are now $2,000 in the Heat and dust of Civil War ruin the South rebuilds America is changing from a land of farmers to an urbanized society and the rapid pace of life life brings a host of new afflictions Southerners become hooked on painkillers for their wounds and tonics for their nerves they are the perfect prey for a new Army of medicine men selling patent Elixir ladies and gentlemen it has been my great privilege many years ago whilst traveling through the mountains of paragua to find the ACT we

Indians drinking the juice out the catti I have here tonight a few bottles which I am selling for [Music] $1 it h who will be the first to buy a botle on the cobblestone streets of Atlanta a patent Medicine Man Named John Stith pton hurries back to his lab like many Civil War veterans wounded in battle pton is addicted to morphine and looking for a cure some people collect stamps and coins or baseball cards or whatever card s i set out to collect information about John pimberton because I realized early on that practically nothing was

known about the man you'd think that the creator of the uh most successful commercial product in the history of mankind you'd think that we know a little bit about him John pton was a genius who knew a great deal about different herbs and as the steam ships began to bring more and more exotic ingredients from all over the world and he started Ed reading about these in international drug journals he became very excited about the properties of the cocoa Leaf from Peru and the colon nut from West Africa I think he was particularly interested in

the cocoa Leaf because he saw cocaine which is the principal alkaloid of the coca leaf he saw cocaine as a possible way to get off of morphine pton begins his experiments by combining the extracts of the co leaf and the cola nut in his version of a popular French wine drink cocaine the latest wonder drug is widely believed to relieve fatigue and increase sexual desire the cola nut adds a dose of caffeine soon pemberton's French wine coka is selling as an exotic Cur all it may not be that but the buzz is unmistakable in 1885

Atlanta voted to go dry and so he decided that he'd better take the alcohol content out of French wine cocoa and he modified it over the uh winter of 1885 886 and by may he had perfected it and he had named it Coca-Cola pton went down to Joseph Jacob's Pharmacy in downtown Atlanta one of the most popular soda fountains in the town and he had a flask with him it was marked Coca-Cola syrup and he asked the soda Fountain clerk if you don't mind put about an ounce of this in the bottom of a glass

it's good for headaches and what have you so the man turned to a person at the soda fountain who had had a little bit too much to drink the night before and said we got something for headaches and a hangover you should try and it seemed to work pretty well on May 29th pton places the first Coca-Cola ad in the Atlanta Journal his partner works on a logo while pton looks for a way to D distribute his drink pimberton found a bargain on barrels that he could ship the syrup in and they were already red

and it just happened to be a color that would uh would distinctively identify his product soon a red and white Banner hangs outside Jacob's Pharmacy advertising Coca-Cola in an elegant new script and the logo looks like it just might last but Coca-Cola never brings its inventor his fortune or his cure at 57 still hooked on morphine an alien pton sells off the pieces of his company he dies peniles never knowing his formula will make countless others rich [Music] in 1888 a pharmacist and devout Methodist picks up the pieces of John pemberton's failed dream he is

one of a new breed of Southern businessmen who believe in making money as a form of worship this is a portrait of my great great-grandfather ASA Griggs Cananda who was the founder of the Coca-Cola company and is quite often referred to in Atlanta as the Coca-Cola King Ace has suffered from really severe headaches and a friend recommended that he go down to Jacob's Pharmacy that there was a new product that pimberton had come up with called Coca-Cola and it was a headache and hangover remedy so ASA traes down there to triath and he was immediately

relieved he decided right then and there he had to buy the formula Candler is a devoted family man a Sunday school teacher and a committed capitalist he modifies the flavorings of pemberton's formula and code names them 7x obsessed with secrecy Candler removes the labels from the ingredients never writes down the formula and does his own mixing behind the locked Gates of his Atlanta Mansion he treated it like the holy of holies it was a very secretive procedure only certain people were allowed to be there and you had to be able to smell the ingredients and

know that they were right in be able to taste it he had to be able to roll that syrup over his tongue and know that the mixture was correct he referred to Coca-Cola all of his life as my golden Elixir and he believed it with a fervor that many missionaries have about their faith American advertising really grew out of the patent medicine industry if you were trying to sell a sewing machine you didn't need to advertise it people needed sewing machines patent medicines nobody really did need they really didn't work most of them so in

order to sell the patent medicines you had to really push them and you had to make outrageous claims candler's claims are directed mainly to businessmen a Coca-Cola taken at eight he promises energizes the brain till 11 like a prophet Candler sends his missionaries across the South to promote his new drink the outrageous message they're delivering is the beginning of Modern Advertising [Music] come let's take down to the [Music] old the soda fountain was an adjunct to the drugstore and when these uh drinks were purveyed there they were pervade as drinks that were refreshing and healthful

and among them Coca-Cola came to be an important drink they started getting letters particularly from women saying please stop advertising this stuff as a patent medicine cuz I like it I like to drink it I don't want to feel like I have to be sick to drink this stuff so Candler said hey there are more alive well people out there than there are sick people why not advertise to the masses Coca-Cola as brain tonic soon becomes delicious and refreshing a drink for young moderns next Candler turns his attention to women who are an increasingly important

Market but the seductive and wholesome Coca-Cola girl is also meant to attract thirsty [Music] men for the first time Candler is selling an image not just a drink and he puts that image everywhere they had Japanese fans that said Coca-Cola they had calendars they had watches they were very clever to put it on things that people would consult would look at they put it on a mirror because people look in a mirror they put it on a calendar because people look at a calendar they'd put it on uh match books because you know you strike

a match to light your pipe or whatnot Candler hires itinerant artist to paint the logo on barns and the sides of buildings soon the elegant script can be seen in every state and territory in the US on the eve of the 20th century Candler is selling 36 million coca-colas a year and spending an unheard of 20% of his revenues on Advertising by 1904 Coca-Cola is so successful that Candler commissions a skyscraper in his own name the first building in Atlanta to Tower over the church [Music] Steeples in the Cornerstone he places a copper box containing

his picture and a bottle of Coca-Cola the word Coca-Cola was almost magic in the early days if you hung a canvas sign out you were an immediate business success because everybody was enamored with the drink and they all wanted to try it and if your if your Corner Grocery Store sold it then immediately people would go there and so some other drinks came out these are what we refer to gently as imitators this is coconola and this is Coke k c o k e and this one an imitator this is Pepsi Cola hit the spot

12 Pepsi was begun in Newburn North Carolina by a young pharmacist named Caleb bradam he used to always experiment with these different uh tonics and and formulas and came across one drink that became very popular to the locals and it was nicknamed by the locals Brad's drink like Coca-Cola Brad's drink starts as a southern tonic its active ingredient pepsin is used to treat indigestion and like Coke it Works sort of eventually the word had spread out what a good drink it was and bradam figured he better come up with something that was a lot more

marketable so I came with the name pepsicola [Music] there were all sorts of people who had probably very fine drinks uh but they put them in a bottle that used either the word coca or Coke or Cola and the Coca-Cola Company of course had had their trademark for a long long time and they said hey wait a minute it's not fair to trade on our name soon there are scores of imitators the upstart Pepsi is selling over half a million gallons of syrup a year so Candler looks for something new what he comes up with

is a bottle called the hobble skirt its inspiration is clear to everyone they wanted a very easily identifiable bottle something that they anyone would know was a Coca-Cola and so one of the criteria was a bottle you could hold in your hand in the dark and know that it was a Coca-Cola two bottles of Coca-Cola yeah make sure it's Coca-Cola all them bottles look pretty much alike not now they don't is that Coca-Cola yes sir and that's the brand new bottle for Coca-Cola the hobble skirt bottle they patterned it after the hobble skirt Betty wears

pretty nifty huh I'll take the hobble skirt I'll take Betty [Music] it will be touched by men and women the world [Music] over Generations will embrace it artists will be inspired by it in darkness it will feel like a moment of pleasure is Within Reach and in light it will be seen as the shape of refreshment [Music] it's ironic that Coca-Cola had taken all of the cocaine out by 1903 and yet people continued to think that it had drugs in it it was called dope all throughout the South or a shot in the arm or

a morning's morning or Another Brick in the Candler building they still use the Coco leaf to this day in their drink but they decocainized it first so there's absolutely no cocaine and Coca-Cola anymore in a way the idea that coke had this mysterious sinful quality to it helped um it wasn't just a soft drink it had a little touch of [Music] sin child oh mother I'm getting off a wild I am drinking C coola now if it did give it an Allure I will say this I have a cousin on the other side of my

family not connected with Coca-Cola who went to school and the head woman in their dorm would tell them now girls nice girls never ever take two aspin in a Coca-Cola it makes you do wild things makes you do things you will regret as soon as we were out for our afternoon of Freedom we would head to the nearest drugstore buy a bottle of aspirins and we would sit there at the counter and drink Coke and take aspirins and see what it made us do girl began to shimy and Shake then pery hollered out goodness s

oh mother if you [Music] could the US government actually sued Coca-Cola in a very widely publicized trial in Chattanooga in 1911 Harvey Wy who's the father of the Food and Drug Administration personally decided that he hated C ca he didn't think that they should have caffeine and a drink that children were drinking and what Coca-Cola did to defend itself at this trial regarding children was to say no children don't drink it which was Preposterous because clearly they did but ever since 1911 Coca-Cola had an Unwritten rule never to show a child Under 12 in an

advertisement drinking the beverage so they were sort of put in a spot how are they going to appeal to Children cuz they still wanted to get kids to drink the stuff Coca-Cola's answer is to use youthful models to come close to the line but not go under it they know a kid who grows up on coke is the best guarantee there is of a future [Music] drinker but Ko's message also appeals to Nostalgia for a simpler life kids 12 ven over and fishing ponds rendered by America's best artists like Norman [Music] Rockwell for two decades

ads linking Coke to Life's special moments barely [Music] change very few people know that Coca-Cola actually gave us our modern version of Santa before coat came along Santa Claus was St Nick you know St Nicholas was a a tall uh sort of severe skinny guy who often wore green or yellow or sometimes red in 1931 Coca-Cola hired Haden sunlam and he painted a fat jolly St Nick who wore Coca-Cola red Haden sunlam was known as the as the leader of The Chicago School of illustrators whole bunch of other illustrators Harry Anderson and and and people

like that all studied and painted his way but pden he had the Irish virus himself you know he liked to Tipple as they say and they were afraid maybe he'd uh croak so they had him do like five years of Santa Claus is into the future those associations that go back to an early age are very important to us I'm sure you know as I do lots of adults who eat the most terrible food and say it's wonderful because the way Mama used to make it how do we get back the past and one of

the ways is by consumption so that consuming something that brings back earlier associations is very important to people particularly a commodity that has by this time acquired so much special weight in the society after 50 years of image making candler's brain tonic has become an icon the most advertised consumer product in America but even Coke men know consumer loyalty like youth doesn't last [Music] forever long before a campaign is started there is Basic Marketing thinking there is what is our problem research it let's find out where where are the weaknesses what are people saying about

us you know they would go out and they would find out what are people saying about the product Coca-Cola what are people saying about the communications that Coca-Cola is giving most mostly people had nice thoughts about Through The Years great credit all the way back to the to the candlers for crying out loud who had Norman Rockwell and and NC wyth and people like that doing their their ads birds and bees and all the flowers and Tre in candler's Era Coca-Cola's image comes from print ads by the 60s the new pitchmen are masters of song

and film but the message Remains the Same down on the back of neck and nothing on my mind an ice cold Coke on the back of my throat say hello [Music] summer the old cocal company that I started working for the brand was a religion really it was a religion it had made them all rich it had never been defiled and they really saw this as an icon [Music] we stuck very close to the basic ideas of our campaigns we didn't wander if it was things were better with Coca-Cola it was somebody who had a

Coke and it was just that much little more brightness in his or her life and there were natural times when you wanted a Coca-Cola and same with it's the real things we picked we picked what the times thought were real things but but that's that's that's all we did we didn't um didn't get deeper than that and and because real things were sort of very American basic things it kept us very Norman Rockwell I was [Music] raed the most intense story that we ever told of a girl and a guy was probably the story in

Country Sunshine it was a story of a girl who'd obviously been in the city coming back to a simple simple Farm we picked a long long road for her to come up with and when she got out of the car you could see she was sophisticated mom and dad were corn farmers and that was how the commers appros to end and a very smart art director named dant toriello saw the boy from the farm next door had come over in an old truck just to watch the commercial and he said that's how it has to

end she can't just come all the way home just to see Mom and Dad has to be the boy next door so that whole scene of this guy who' never been actor before in his life Don said look this is a beautiful girl you've loved her all your life now we've got about two more takes before Sundown let's get them jump out of that truck like you've been waiting for all your [Music] life the Coca-Cola Company used to say um you know Cocola is what you serve on the front porch and Pepsi is what you

serve on the back porch and that really was the attitude in in those early days but my my job I always thought was to keep it special and yet not keep it just exclusively for the front [Music] porch [Music] lookart with Coke as the exclusive number one Pepsi is stuck on the back porch but by the early 50s Pepsi isn't satisfied so it attempts to change its image [Music] the commercials were always so stuffy and boring and they all kept trying to tell people that these are the kinds of people who drink Pepsi these stuffy

terrible people the Sociables Al Hoffman a dear friend I said let's have lunch I want to show you some lines now I I wish IID brought the prop along cuz I had it I don't have the the lines anymore but he came to lunch with four pieces of yellow fool cap you know typewriter paper on which in every single corner he had written theme lines for pepsicola and at the end of around 15 minutes or 20 minutes I said to Al Hoffman um on one of these sheets is the greatest idea that PepsiCo has ever

had and he said tell me what it is I said no you find it and I said he looked around said he couldn't find anything at all I said it's on this sheet and I handed him the sheet it was on and he searched all over the sheet here and there I said tell me tell me God damn it tell me and I finally said it's right here and there were two words Pepsi generation Come Alive come alive you're in theep Charlie Brower the president said to me I hate this line I hate the word

generation why can't you say the Pepsi group or the Pepsi gang or the Pepsi crowd I said because generation is Big that's that's big league we're staking a claim to all of the Youth of America there's [Music] way until now Pepsi's been just another Cola but in the early' 60s all that changes Pepsi's admin get hip kids become the Target and the Battle of image begins generation coming at you going strong put yourself [Music] behind one of the big thoughts in there is the notion of a soft drink as a badge as something as as

of as something saying who you are and what you are and what social groups you you uh you aspire to and and and hang with and I think um that was that was the big leap in that advertising and I think it took it out of the sort of the another product category and put it into the icon category Koke has been the big All-American brand and pepsu is always the street brand it's more like um the brand to the left more of a renegade brand more of a Down and Dirty brand [Music] you're a

the by the early 80s Pepsi's market share has grown to 20% Then Pepsi launches the biggest celebrity ad ever made and the Cola Wars [Music] explod it just looked real and it made Pepsi I think the real icon the real thing even then it's co line it made it realer it made it the realer thing it made you think you know even if you're were 40 maybe i' be liking that brand you know maybe I would be liking that brand you know it happened right here 20 years ago right here Mom mhm Coca-Cola's response is

a middle-aged version of its most successful ad ever World home and [Music] with Nostalgia may not be as cool as Michael Jackson but [Music] Itself by the end of the80s coke is still the real thing but Pepsi is The Cutting Edge drink and gaining fast the kill ratio on Pepsi ideas is about you know like 100 to one so like you know there there are guys Junior guys who just like convinced are never going to sell a Pepsi spot because you know they've walked in with 50 ideas and it's like ski shooting 1.7 years at

wedding 1.5 hours at the op do you think those those are the ones I've chosen for now a little tough a little tough d beaves .1 months for Pure unadulterated [Music] [Applause] mindless making fun commercials about a fun drink is anything but fun the cost is enormous the stakes astronomical this 32nd Pepsi commercial will be seen by 95% of all Americans at least once over the course of the next year no no no no no no no burger with cheese hey no I said buddy Burger buddy cheese Bunny come on now buddy listen listen up

forget it right come on now forget the burger forget the fries okay just give me a large Pepsi all I really want is a Pepsi Pepsi Pepsi yeah action guys with very little difference between Pepsi and Coke all either drink is selling is image and image as any adman knows is hard to Define but it's got to come across loud and clear you need to get that anacom fixed thank you very much I [Music] the Cola Wars which Pepsi Embraces and Coke claims not to exist cost billions a year in advertising and reach into every

corner of American life in the South Bronx Coca-Cola hires a group of local artists to claim one small piece of the battlefield we met with the Ad Agency who was handling the account at the time they explain to us it's an art contest with high school students and what happens is each year they um choose three winners and part of the incentive of the contest is that they get their work Showcase in different locations throughout the city this wall right here itself was like really empty so now you have like Coca-Cola walls here you have

kids in the community also painting instead of going doing vandalism on walls now now they go into stalls owners and do like you know similar work what we doing a regular sign painter can't go into the ghettos of of New York City and do these murals and you know they'll they'll last because they won't last we can go out there and we can actually spray paint these walls because we're using spray paints something that the kids identify with their picassos are the guys with the spray cans Coca-Cola has always employed the best artists to sell

its image from Norman Rockwell to Picasso with spray cans but by the '90s what was once the intuitive realm of artists has grown into a sophisticated science of persuasion what we're going to be doing tonight is gathering your public opinion this is ASI market research and we are an independent research organization we're hired by other companies to go out and gather public opinions on a variety of different things here you go thanks darling here's coold what can I get you blueberry pie and Pepsi [Music] good song great song Market researchers measure our emotions Moment by

moment working late on the holidays yeah it's hard in the kids nice build [Music] here they want to know why we choose one Cola over the other when their tastes are virtually the same [Music] no no uh [Applause] [Music] n something that I I came to recognize in my work with patients um as they would talk about what their troubles were about their lives occasionally they would refer to something they had seen in a commercial I didn't really pay much attention to it until I had um work with I I just call her Amy it's

not her real name um and she referenced that she wasn't part of the Pepsi generation at one point she felt like she had never been part of the youth generation that was singing and dancing and having a fine time now she felt like she was too old to ever be part of the Pepsi generation she was internalized ing images from advertising and integrating that into a set of expectations about who she was supposed to [Music] be in Time Square we're bombarded with million dooll images telling us who we're supposed to be [Music] but even in

this consumer circus one product [Music] dominates it takes more than material things to be happy it takes more than that Mercedes it takes more than that gold bracelet Coca-Cola has been promising us happiness ever since Asa Candler first packaged image in a bottle today the Coca-Cola company is a $150 billion soft drink Colossus and Coke is the most recognized brand name in the world pretty smart advertising for a sugar drink that started out Life as a brain tonic ahead of you money Saturday night isn't it fun you don't m is it [Music] [Applause] [Music] that

happiness that you get from the alcohol is artificial that happiness that you get from drugs is artificial but there ain't nothing like the real thing you need the real thing you need real Joy you need real happiness you look at CO's advertising it's like like a religious Mantra Coke is is selling a continuity of life through generations and a bond through life throughout different cultures what is really basic and essential about humans it goes to the level of a kind of spiritual bond there's all that Harmony in distinction to how someone is actually feeling so

the sense is I'm not there I wish I could live in harmony you know I wish the world were this kind of place yes if only but there's that Gap you don't get there through drinking Coke always Coca [Music] I'd like to talk a little bit here about the Coca-Cola museum in Atlanta Georgia because I find it such an interesting American institution it's visited by a very large number of people and when you go in and pay your money you're taken to the top floor and then the only way to get out is by walking

down the stairs so there's no way not to get the coke message the first thing I saw there on getting to the top floor was a short film in which a man with silver hair and a fatherly expression said to us you know in the final analysis Coca-Cola really doesn't belong to us it belongs to you to anyone and to everyone who has ever shared a moment with a Coke I had the feeling I was in the presence of God um then the film follows with the most wonderful music and everybody of every complexion size

and shape worldwide is drinking Coke Eskimos Zulus the whole world is on a kind of kick it's a kind of embodiment of the spirit of coke the whole notion of things go better with the whole notion of brain tonic the whole notion of refreshment of good Fellowship bonami people all when they're together they're happy and when they're happy they drink Coke and when they drink Coke they're happy and they're together so that the messages are intertwined in this wonderfully convincing way and this Temple this synagogue this church of consumption is analogous to the holy medicine

bundles of the American Indians who a used uh objects sacred objects which they held together in a little packet as the kind of central um thematic expression of their identity as a people in some ways the Coke Museum is like a medicine [Music] bundle in candler's time sales meetings are closed with Onward Christian Soldiers then the missionaries hit the road still today for some at least C is a matter of faith I all I the Angels crying the world world that's a good song I made that song up as a symbol for his religion Christ

chose the wheat seed the Reverend Howard chooses a symbol that is equally recognizable today when Christ made a parable of the wheat seed why did he do it because everybody knew what a wheat seed was and that's the way it is about the Cocola bottle when they see that Coca-Cola bottle they go to it and they may be Christians and they may not be Christians they may be foreigners they may be infidels whoever they are they go to that bottle and know what it is and they'll read maybe some of my little slogans and things

I have a slogan where it says past time never returns and future time uh is only a hope and the present time is all you got and I'm getting thousands of quotations out that people's never heard in order to influence them to the saving of their soul cap up there at uh there's a heavenly as high as you can go and the bottom says down there that's as low as you can go so between as low as you can go and high as you can go Cocola comes right in there from the time you're born

and it's with you when you die [Music] [Music] [Music] over a century ago a Isa Candler took a unique formula and a flare for image making and made them into something akin to a religion kendler originally bought Coca-Cola for $2,300 by 1917 the company is worth 25 million kendler has always seen kooch as a family trust but he's 65 and tired he decides to give the company to his children [Music] nothing nothing else gives you the bracing Sparkle and the bright little lift that's so delightfully yours in ice cold Coca-Cola Coke has a distinctive flavor

all its own that no one has ever succeeded in matching no actually got the story from his granddaughter Laura canler Chambers who you have to understand I'm going to give you her version of it when I interviewed her she said please understand I was a little girl she was so seven maybe um they would have Christmas every year of course at our grandfather's there would be the big uh gift exchange they started handing out these envelopes and my parents got an envelope and all my aunts and uncles got an envelope and what worried Aunt Laura

was she was afraid she was going to get an envelope and what she really wanted was a present to unwrap hopefully a doll to play with which she ended up getting but in those envelopes wor the shares the Cocola company after he had given his children the majority of the stock they sold the company without telling their father and it damn near killed him he just hated it not only that they had sold it to a Syndicate of Bankers headed by Ernest Woodruff and Asa Candler hated Ernest Woodruff as did almost everybody in Atlanta he

was known as a very powerful very stingy businessman he was of course really hurt he had given this to them thinking well it's you know it's a cash cow the money will always roll in it's wonderful product if you just manage it right it will be fine however they couldn't manage it because they couldn't get [Music] along at Christmas time in 1924 Candler finds himself alone at the builtmore hotel in New York City he writes to his son I never go out I am terribly lonely once I was countered as one of the movers and

shakers of Atlanta and my children looked up to me now I'm a nobody [Music] when people did in fact have a notion of a deity their identity was shaped in a certain important Way by relation to that deity to the extent that that feeling has been replaced by the notion that you can build yourself over into what you want to be by consuming to that extent consumption has replaced an old older ideology if I drive a mercedesbenz wear a Rolex watch take my vacations in San maritz and otherwise demonstrate to the world the kind of

person I am the kind of person I am is the kind that consumes in that way it says nothing about my character it says nothing about my relationships to other people but I have an identity that's been built up by companies and yeah that's where consumerism takes us and it is in this sense a new religion [Music] i' te the world to see per the world find oh m [Music]