Tag Archives: Be Less White

Woke-a-Cola: How to Destroy a World-Leading Brand in 60 Seconds, by Tom Luongo

In the annals of corporate idiocy, Coke’s three words will put it close to the top of the list, if not at the top. From Tom Luongo at tomluongo.me:

I’m sure you’ve heard the phrase, “Get Woke, Go Broke.” In the curious case of Coca-Cola, going woke may be the single biggest branding mistake in the history of marketing.

In late February a whistleblower came forth with screenshots, posted on YouTube, of slides from Coke’s internal ‘diversity training’ course urging its employees to quote, “Be less white.”

And by ‘less white’ they mean subservient. They don’t mean be more sensitive.

When this happened, I immediately said to myself, “Scratch ever buying another Coke product off my list.” Not a moment’s angst or energy went into it.

“Be less white?”

“Drink no Coke.”

Why? Because choosing not to buy a Coke on the rare occasion I buy a soda anymore is an easy one. Sugar (or aspartame) and water in and of itself isn’t anything to get excited about, it’s the association of Coca-Cola with a past positive experience that is.

And they just told me I’m a bad person because of the heritage of my birth.

Not a positive, relationship-building experience.

Now I know that Critical Race Theory hustlers think they can immunize themselves and their real agenda with rhetoric, justifying their racism and hoping they’ve conditioned enough of us into feeling guilty to allow the inversion of society where blacks are in power and whites are not.

While words certainly have power, nothing has more power than action. This incident sparked an enormous controversy which has yet to die down.

But it wasn’t one that made headlines for more than one news cycle. And yet, millions of people made the same effortless decision I did.

Immediately Coke went into damage control and pulled the training course, issued statements that it wasn’t true and all the typical backpedaling a cowardly management team does when caught insulting a core customer base.

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Coca-Cola, Whiteness and Madness, by Tim Kirby

Whites can laugh off Coke’s “be less white” propaganda and drink Pepsi products. The “be less white” is most harmful when it’s a pejorative aimed by blacks at other blacks who are trying to improve their situation in life. From Tim Kirby at strategic-culture.org:

The idea of becoming successful is the ultimate evil in the Ghetto. It is this mindset that results in people in the Ghetto shaming others from childhood into making sure they never even try to leave.

Generally, when reading material of an intellectual nature, the words “growing up in the ghetto” don’t fit very well, however there are some of us who rose far above their station in life and have certain life experiences that may be valid in making an argument. Normally this would not be the case but Coca-Cola’s bizarre anti-“Whiteness” campaign being pushed on their employees has forced my hand to break the rules and break this issue down from a very personal perspective. Coca-Cola’s now infamous PowerPoint-style document is deeply rooted in the mentality of the ghetto – one of hopelessness and entrapment in a wretched existence that no one wants and yet all subconsciously perpetuate that I was born into.

The demographics of my neighborhood radically shifted due to White Flight in the late 80s and early 90s. By my preteen years as a person with a Slavic exterior I was by far in the minority. In high school our region of Cleveland was 55% Black with all other ethnicities combined making up the remaining 45%. This region of America is called the Rust Belt not because the leaves are pretty in fall but because NAFTA and Nixon’s little trip to China resulted in our cities’ factories rotting away from disuse leaving former factory workers to fend for themselves. Long story short, by American standards everyone around me was urban poor. Given time to reflect back on this environment after escaping it for the Motherland (Eastern Europe) you start to see that there are some truly horrible accepted “truths” in the Ghetto that keep things from ever getting better which line up very well with the thinking of the management at Coke.

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Society Coke Woke: Why Is America’s Favorite Fizzy Drink Lecturing Employees to ‘Be Less White’? by Robert Bridge

I know I’ll be spending my white dollars on other fizzy drinks besides Coke’s. From Robert Bridge at strategic-culture.org:

Instead of having the good sense to understand the dangers of embracing and propagating bigoted myths about an entire race of people, the management at Coca-Cola seem to have embraced it.

A whistleblower inside of the Coca-Cola Company has revealed the shocking bullet points of a training seminar that expounds the racist idea that character traits allegedly inherent to the pale face tribe – like oppressiveness, arrogance and lack of apathy – should be rejected. Has corporate America finally crossed the line of acceptability?

In these crazed days of hyper political correctness, when it is verboten to point out the physical differences between racial groups, to the point where ‘cultural appropriation’ is actually a thing, it is hard to imagine that one of America’s largest transnational corporations would promote stereotypes against the approximately 50 percent of people on the planet who make up the Caucasian race, not to mention its consumer base. But that is exactly what Coca-Cola, in cooperation with academia, has done.

In a training session entitled, “Confronting Racism. Understanding what it means to be white. Challenging what it means to be racist,” employees are coached on how they can “be less white.”

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