Train wreck, unmitigated disaster, “New Coke”, watching floundering Coca-Cola throw itself off the ledge with their heavily refined “controversial” Super Bowl ad brought a virtual tear to my eye. I witnessed the death of a childhood friend who grew into a cultural pop icon only to fade into a teenage pop star death spiral.

The first sign of trouble was the “promoted” postings all over Twitter and various social media outlets. The astro turf was being manufactured at full capacity as only a flailing multi-national corporation with virtually unlimited spend can muster. The real trouble came with the commercial. It was limp and overdressed much like the ad executives who created it.

I don’t turn to my government for a moral compass and I certainly don’t turn to a 100 year old soda company for such guidance. In truth Coca-Cola is diverting your attention; if you retweeted, shared and congratulated Coca-Cola you’re a shill being played. This American icon has the audacity to use multi-cultural ism as their version of “SQUIRL!”.

One need only glance at the troubles of McDonalds and their ilk to glean how far afield this once beloved company has sunk. Chipotle, Whole Foods heck even Costco have thrived by embracing the natural, organic, clean food chain movement. Hello… Coca-Cola it’s not a fad, The American consumer is suspect of the corporate food chain, pink slime and high fructose corn syrup included.

Why didn’t Coca-Cola roll out “Whole Coke” a Whole Foods Market $WFM approved Coca-Cola $K Super Bowl Sunday? Is an all organic, raw sugar, spring water, non GMO, no chemical Coca-Cola too much to ask? Or should I just be happy with my Mexican coke that has no high fructose corn syrup but still so refined and manufactured it could never be sold at Whole Foods Market?

But wait Coca-Cola is so progressive they are running these great multi-cultural ads. Problem? United colors of Benetton ran this theme in 1991 when it WAS progressive. In 2014 it’s just pandering, transparent and obviously deflective. Hopefully Coca-Cola can figure out “Whole Coke” before 23 years elapse. The shareholders of $K and newly acquired Green Mountain $GMCR deserve much better.