Sumo Cola, Walmart’s semi-live Bio-Animélectronic Ninja Brand Assassin, secured a few stray hairs that had come undone from his topknot. He wanted nothing to interfere with his drone’s-eye view of the Kennedy compound, a white splash of hotel-sized wooden structures dispersed along the grass and dunes of Hyannis.
What, Sumo wondered, was the Unique Sales Proposition behind the impressive global headspace share of the Kennedys? The compound gave no clue of a master plan. Their homes looked like ordinary seaside cottages that had blown up outwards in an explosion of hedonism, as if a mad carpenter had opened the valve on a huge tank of nitrous oxide in the basement, then tried to keep pace.
“Wanton self-regard,” Sumo told himself as he brought the drone in closer, “will be their downfall.”
Sumo focused on a backyard gathering. A buffet line was set up alongside an opalescent swimming pool. Children wearing white, short-sleeved shirts and orthodontics were buzzing around the long table, filling up plates and surreptitiously throwing ice cubes into the pool from their cokes as the adults drank pastel margaritas. It was Taco Night.
Sumo telescoped the drone’s optics down onto the serving dishes. The guacamole was smooth and pale. The ground beef in El Paso sauce looked just like the shreds of chicken in El Paso sauce. There was rice with the sheen and brightness of molten orange crayons. Only the carnitas looked real. Glistening, burnished skeins of pork sizzled in topaz fat above the wavy blue flames of sterno cans.
Sumo tweaked the optics until he could see a few pyramidic grains of salt scattered on top. Fleur de sel. Who would put fleur de sel on a buffet platter of carnitas?
As if on cue a tall, well-muscled woman in a white caftan and riotous red and black poppy-print turban emerged from French doors, carrying a backup tray with yet more chunks of pork. Not a caterer, Sumo decided. Too much attitude. Plus she had those deep-set press secretary eyes. An auntie, perhaps, with a favorite family dish. Jackpot bingo.
Back at Big Sam’s Table for the BAD (Brand Analysis Debriefing) meeting in the Walmart Virtual Asteroid Ballroom, Sumo asked his boss if they call them WASPS because they just keep buzzing around and expanding their hive.
“WASPS are protestant by definition,” said Marketing Sam the 23rd. “The Kennedys are Catholic. It’s the same, but with incense.”
“I don’t care how they smell,” Sumo said. “I’ve seen how to absorb their power. Our new Sumo Cola Carnitas will have genuine Walmart Mexican Cola plus tangerine juice, chipotle powder, cumin, garlic. . . “
“Not this time, Sumo,” said his boss. “We’re not going to co-opt. We’re going to create a parallel brand using their name and core values.”
“Which are?” Sumo asked, incredulous.
“Elegance and simplicity, of course. But don’t worry, you’ll still be in charge. It’s actually kind of a lease/purchase.”
“How will that work? I’m an enormous sumo wrestler. I can’t look like a Kennedy.”
“You can’t? Check it out. We already made our first payment.”
The wall behind Marketing Sam clouded momentarily, then glossed up so Sumo could see his new reflection. He was still eight feet tall and almost four hundred pounds, but his sex was now female, with the same décolletage but an actual waist. The avatar wore a white cotton blouse with a lace-trimmed lapel collar, a poppy-print headscarf around a bun of curly black hair, and a K-shaped monogram pin made of enameled bananas.
“Meet Auntie K!” said Marketing Sam, triumphantly.
For such a big girl, Sumo thought, I actually do look kind of elegant. Or at least dignified. Gracious. Knowing. Powerful, for sure. Like I could definitely cook your ass.
“Not bad,” he admitted. But somewhere in his eidetic memory of brand campaigns, a troublesome synapse sparked.
“Hey,” he asked, suspiciously. “Tell me I’m not Aunt Jemima.”
This recipe is a mash-up of a couple of threads in my personal headspace. One is the blended vegetable carnitas that Pati Jinich (she makes me so proud to be Jewish) uses to make the carnitas that she serves up to JuJu and the boys. The other is a gorgeous parcel of duck cured in Mexican coke and served up at Cosmé restaurant in NYC. This particular conglomerate uses fat, knobby sumo tangerines and genuine Walmart Mexican Coca-Cola. No surprise that it’s citrusy and a bit sweet, and spectacularly addictive.
Recipe: Sumo Cola Carnitas
Can a heart be crispy, and still beat with love and pride? It can if it is the heart of my carnitas fantasies, in which I am simultaneously raised in the art of the taco by both Pati Jinich and Dianne Kennedy (no relation to the Hyannis Kennedys, so far as I know). In this dream, I’m always around 12, and I come charging in from the soccer field or shuffleboard court to find Tia Pati or Auntie Dianne presiding over a comal and a big, heavy casserole filled with crispy bits of pork that she only pretends to defend with her machacadora.
Eater friends, coke and tangerine juice are great with pork or I wouldn’t tell you to make carnitas with them, but you need to start here: meat, water and salt. This is not a recipe; it’s chapter one of the meat bible: Tacogenesis.