July 1, 1963. Massachusetts Institute of Technology, Cambridge MA. America is in the midst of the Cold War. The masculine fire and fury of World War II has given way to a period of cooling and the new digital war of information. Two Titans prepare to enter into battle for the dominion of Gaia, to claim their perfect sky from the Moon and reign down missiles onto the Earth. The Cold War’s primary theater is the Space Race, and the Soviets become the first to master the skies with Sputnik in 1957 and Luna 2 in 1959. America is getting nervous.
Just as fizzing water seeps from the earth, the chthonic and chaomantic black sun (sol niger) of Pepsi Xanadu dwells within the ‘mantle’ of Creation, waiting to extravasate and haemorrhage the world with sugary, hydraulic nigredo. As total primordiality, it dwells deep within all existences: even, as we have seen, God himself. As Jung writes, ‘[t]artar settles on the bottom of the vessel, which in the language of the alchemists means: in the underworld, Tartarus’. And certainly, we can trace the genetic history of Pepsi even further back into greater entanglement with Paradise Lost via the deep link between carbonation and the infernal abysm of Hell. That is, in one final synchronicity, we shall document how Pepsi’s genetic history can be traced all the way back to Hell itself.