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.
Insofar as Milton’s Chaos is inherently auto-productive it holds the ability to be ‘about’ something (i.e. a 19th century consumer product) that was only made real centuries later, precisely because this latter was ‘realised’ by the tendencies that Miltonic Chaos identifies. This ability for something entirely temporally distal to invade the signifying universe of a poetic chronotope is, again, the perfect symbol for the temporal distortion attendant upon self-causing auto-production. Milton’s poem retrospectively becomes about Chaos — not God, or Adam, or even Satan — insofar as his Chaos has made itself real under the aspect of Pepsi-Capital’s liquefaction of reality.
Early in November 2017, fisher Karissa Lindstrand dredged up a lobster off the coast of New Brunswick, Canada. The crustacean had a Pepsi logo prominently tattooed onto its propodus, or claw. Precisely how this logo came to be there remains a mystery: when the event made the news, marine biologists instantly disagreed as to the provenance and occasion of the marking. The mechanisms of imprinting are largely irrelevant, for we instead read this event in a deeper, properly world-historical light: this decapod pincer represents a mere moment in a far vaster process, one spiralling outwards in both time and space… The following (an essay split into 7 sequential parts) is, in many ways, an attempt to fill in this story, as it provides context to the unnerving singularity of recent events such as a sigil-branded lobster from the deep.