Coke pushes pep-giving properties in new ‘Taste the feeling’ regional ad campaign
Coca-Cola has launched a regional ad campaign that highlights the physical energy-giving properties of the famous fizzy drink with the line, ‘Perk up your afternoon’.
The ad was created by Ogilvy in a collaborative effort by the New Delhi, Tokyo and Singapore offices.
It launches eight months after Coke introduced its new slogan, ‘Taste the feeling’, which replaced the previous ‘Open happiness’ platform.
Yes-that’s exactly what guys like- a sweaty girl who just gulped 5 and half spoons of sugar!
ReplySo Coke is now a source of liquid energy?
Move over Red Bull.
Meh
ReplyUnless you have a little crutch or magic fix to help your confidence you will never get that guy, girl of your dreams. Pushing these type of messages onto young people is shameful and all the high-level production and catchy jingles can’t hide the fact this advert is devoid of morality, sense and creativity. Shameful.
ReplyCoke advertising in Asia has always been depressingly bad. Nothing like the global work of ‘Open happiness’ (which was a brilliant brand platform) and Australia work of “Share a coke”.
But in Asia, Coke has been beaten down by FMCG type brand directors who just follow what the research tells them to do e.g. consumers 16-25 need an afternoon refreshment beverage that is both refreshing and an energy pickup, they have choices such as ice coffee, teas, etc …..i can write the rest of this brief by going through the recycling bin of any marketing department of a beverage/soda company in Asia. Only need to replace the “beverage brand” with “coke” and the job is done.
As a planner, who has worked on beverages and FMCG, I have seen these types of briefs day in and day out. I have sympathy for the agencies involved. I would presume they have pressured by the client to do uninspired research-led occasion-targeting FMCG type work. Can’t believe a pioneer brand like Coke has a marketing department of this poor trite calibre.
What Coke globally should know is that their brand managers in Asia are killing the brand, tearing apart decades of excellent work. It would even be better for Coke Asia to go to a production house show them any CSD/FMCG beverage TVC, tell them to replace the product with Coke and go to shoot. That would at least save 12months of work, hundreds thousands of dollars and over 10,000 man hours…
ReplyYou are so correct.
ReplyThe reason why network agencies go along this circus is because they are paid by the hours spent throughout the process and not on the final deliverable. Ie the creative output.
It’s the revenue stream of such FMCG work that funds scams.
And the employment of regional ( fill-the-function-here ), including planners.
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