Okay, I’m reading about Coke today and get the sense that someone at the top is starting to pay attention. Here are some of the moves Coke is making: A new campaign out of the U.K., code-named Pemberton, that attempts to win back some water and tea drinkers by alerting the public that Coke has “no added preservatives or artificial flavors.” Research indicated consumer didn’t know this. Another campaign also begun in England called “Intrinsics” is all about taste. (Were you brought kicking and screaming to the table, Dan Wieden?)
Mother has also gotten in to the act creating some :05 ditties called “blipverts,” which I don’t have to see to know I like. Their titles are: “Cap”, “Fizz,” “Ice,” and “Pour.” Were I to add the next one I’d call it “Bottle Sweat.”
Here’s where Coke has gone wrong and it’s embodied by a quote from an Interbrand consultant in today’s NY Times: Coke is “taking a risk by deviating from its long history of very entertaining,aspirational advertising. People rely on Coke to produce commercials that influence pop culture.” Yeah, that’s what people are doing. Thirsty as hell…and looking for a bottle of pop culture.