Posted: November 25th, 2014

Analyses of Coca Cola’s Branding Campaign

Analyses of Coca Cola’s Branding Campaign

MKT5A1
Applied Buyer Behaviour in Global Context
Mariia Nikitina S00704130
2014
Diet Coke promoting cocaine or nothing like that?

The following report has the purpose of examining and evaluating the Advertising efforts of Coca Cola Company. And especially their recent disputable advertisement, which promotes or compares or opposite against drugs and drug addicts.

Recently Coca Cola company released new shocking and inappropriate ad everyone can say. Many people would say that Coca Cola promotes drugs and supports drug addicts by posting this ad.
What has Diet Coke been snorting?
In the way the tagline, “You’re on,” and logo are positioned, the brand’s new ads seem to refer to drug use—appearing to spell out the phrase “You’re on coke.” There were many debates about this ad because people could not
understand what exactly the company wants to promote. A commercial shows various people downing the product to get psyched up before speeches and performances. For example Taylor Swift takes a—how shall I put this? —hit backstage, then says, “Great. Let’s go.” Hey, that’s nothing like drugs at all. In The New York Times, a Coca-Cola exec says the ads show how the drink provides “uplift for those moments when you really need to be on.

What?
Up until 1903, Coca-Cola wasn’t just a sugary, addictive beverage that’s terrible for you. It had actual cocaine in it.
Fast forward to 2014, and a new, tongue-in-cheek ad campaign from the company seems to make a nod to actual cocaine addiction. In San Francisco and New York, new Diet Coke billboards have popped up featuring saccharine messages geared towards young people who moved to the big city with big dreams. “You’re on,” reads the final line, closely followed by the word “Coke.”
At first glance, “You’re on. Diet Coke” really just looks like “You’re on Coke.”
Coca Cola offers Diet Coke for young people who cannot really understand what is right and what is wrong and this type of ads does not help them to make the right choice. What exactly does this ad: informs or persuades? I suppose persuades and not in good things at all.
This ad appeared in New York on huge banners on Times Square in probably the busiest place on the planet and millions of people have seen it. And apparently everyone understood it differently, as I said before there were many debates about it, but what Coca Cola Company’s response: “This advertising is one part of the new campaign for Diet Coke, which is called ‘You’re On.’ It celebrates ambitious young achievers from all walks of life and reminds them that Diet Coke is there to support them in the moments when they are at their best. Every single day, young people around the world experience ‘You’re On’ moments big and small. It could be a job interview or a national TV interview, a first date or a final exam, a presentation to your boss or a performance in front of thousands. The Diet Coke logo is the centerpiece of the ad campaign. Diet Coke in no way endorses or supports the use of any illegal substance.”  So Coca Cola denies any type of propaganda of drugs. But from the other hand we can think from the marketing point of view.  These ads that are not like all others are certainly getting extra attention, and it’s not so offensive as to cause the brand harm. They probably are getting more popular owing to those debates and TV show discussing their product on and on. Plus, there’s plausible deniability.

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