Dr Pepper's 'Indivisible'
Message Is Deliberate
After I got your heads-up, I sent the following message to Dr Pepper and received the following form reply.
Thursday, 7 February 2002
Kudos on the patriotic can design!
I don't know if this was a conscious decision on your part or not, but I thank you for not including the divisive "under God" phrase and instead emphasizing the "one nation, indivisible" phrase. That was how the Pledge originally read, and rightly so: we are an indivisible nation regardless of our religious beliefs.
It looks nice, too.
Thank you for contacting Dr Pepper/Seven Up, Inc. We appreciate your message of support for our new Dr Pepper "Patriot" cans. Your comments are appreciated as they provide valuable feedback.
Given recent national events, this patriotic packaging was designed to reflect our pride in this country's determination to stand together as one, strong and indivisible, under any circumstances. The Statue of Liberty and the Pledge of Allegiance were chosen as two of the greatest symbols to represent that feeling. We think we have a message that is resoundingly patriotic, a message that we are a united nation. We felt "One Nation ... Indivisible" best represented the message we were trying to get across.
Again, we appreciate you taking the time to share your opinion with us about this packaging. We have forwarded your comments for use when evaluating future packaging designs.
From: "Positive Atheism" <firstname.lastname@example.org>
To: "Wayland Dong"
Subject: Re: Patriotic Can
Date: February 12, 2002 8:16 PM
Good! This clearly shows that they're doing it for what we would consider the right reasons. I have heard this wording attributed to the company, but your copy is the first that we can verify.
With this (admittedly oblique, albeit controversial) admission on the part of the bottling company, we have now heard, very clearly, the most powerful expression of this specific message to date (since the 1950s, and it really did not need to be said before then). With the rapid "adjustments" in America's population reported a few months ago and reiterated in our Dr Pepper e-list dispatch, I am even becoming hopeful that I might live to see some of plunder (as that's what it is) put back into its proper place. Gaud nose that both the Pledge and the money jingle have been sore spots for me since I was a small child (I can remember feeling "weird" about the Pledge as early as age five and can remember openly questioning the money at age seven or eight, which was about when it started to come out en masse ).
This would truly bring about reconciliation, not simply amidst the termoil in my heart, having always held a profound love for my country and a tremendous respect for her founding principles, but for the founding principles of our country herself.
Positive Atheism Magazine
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