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.
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.
“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.”