You see, apart from Guinness, Heineken beer is the beer Africans prefer to drink. They drink it like water . They think drinking Heineken or Guinness is a status symbol. On Heineken alone, it is estimated that continental Africans drink more than 3 million cases of the beer a year. Wherever there is an African party, it will not be complete without Heineken or Guinness. But unlike Guinness which has been advertising in the African Sun Times and has done sponsorships of other African events, Heineken has steadily refused to follow in the footsteps of Guinness. In fact, I had been reliably informed that Heineken felt that they didn’t have to advertise to the African community for their beer to be continued to be consumed. As a Capitalist Nigger, I decided that Heineken would not be allowed to get away with disrespecting our community and not giving back to the community which was giving so much to the company here in America
in public places. "It's a real tough decision. They've got big stars speaking for it, and big stars speaking against it. You don't know how to vote." Does the Name Pavlov Ring a Bell? While politicians have long strained to associate themselves with the values of motherhood, country, and apple pie, it may be in the last of these connections- 7The rights to such associations do not come cheaply. Corporate contributors spend millions to win sponsorships for the Olympics. But this amount pales in comparison to the many millions more these companies then spend to advertise their connection to the event. Yet it may be that the largest dol- lar figure of all for the corporate sponsors is the one on the profit line. A survey by Advertising Age magazine found that one-third of all consumers interviewed said they would be more likely to pur- chase an item if it were linked to the Olympics. _ _ Chapter 5 LIKING
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