I’m kind of cheating here and using an assignment from a previous MBA class, but I’ve been thinking of starting a series of ad reviews for fun and reflection. Actually, I’m starting a whole bunch of things soon. Slowly, but surely. Anyway, pressing on.
Photo Credit: get closer
I actually saw this advertisement on a bus shelter as I was coming into Downtown one morning and it intrigued me. It featured a can of Diet Coke wrapped in a coffee sleeve. Typically, we’ll associate waking up in the morning after making the commute to work or school with a cup of coffee. Yet, this advertisement is enticing us to think about our mornings differently.
I normally don’t associate drinking soda with the morning rush and I’m sure most people don’t either, but the ad seems to be saying, “Here’s your alternative method for caffeine.” Furthermore, I think that it’s subtly saying there’s no virtually calories associated with this drink; whereas that venti quad extra caramel with whip mocha will run you well over 400 calories.
So, it’s like which would you prefer – chugging x number of calories at 7 AM to get your caffeine fix or enjoying a beverage that could provide the same benefits with virtually no caloric intake? Visually appealing with a slight bit of humor weaved in, it’s an effective advertisement.
Want to explore this more? Canada.com has an interesting article about the Diet Coke ad campaign and morning soda consumption.
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By the by, have you seen the new Pepsi logo design? I’m not sure how I feel about it. Tony Spaeth makes a good point when he says:
“It’s tilting the whole brand presentation from a classic expression of uniqueness and quality into something that is much more humorous, almost flippant. … It worries me that it is less durable, less permanent and classic. It comes across as more of a campaign idea than an enduring brand expression.”
The comments aren’t so favorable, either. I just find it interesting that Pepsi has revamped its logo so many times while the Coca-Cola logo (aside from the whole New Coke fiasco) has essentially endured. Why?
There’s been some outreach by Pepsi to 25 influential bloggers and a dedicated room on FriendFeed. I suppose the point is to get people talking, but is the average American aware of this move? Does the average American care what an A-list blogger thinks of his or her complimentary Pepsi shipment and the new design? Probably not and I think that’s one of the things we’re still struggling to figure out with social media – how to get more than a few of us to actually give a damn.
In an upcoming post, I’ll have some more commentary on other brands returning to “their roots.”
