Top of mind

Nothing deep, just things on movies, advertising, tech and games

How Coke got it’s Mojo back.

Posted by topofmind on August 18, 2006

lg_new_coke_logo.jpgPerhaps a bit of an “over claim,” but is Coke finally back? Is Coke finally connecting with the younger crowd that is has been trying desperately to reach since mid 80s?

Well after “I want to buy the world a coke TVC,” things kinda went downhill as far as it’s brand image goes. Of course being born in the late 60s, I never really appreciated the ad, but in the advertising circles, execs talk about this ad in hushed tones and reverence. Sticking a bunch of people who could be part of the 60s version of the United Colors of Benetton on a hill, while singing a sentimental song was not my idea of a great ad. In comparison, the “Where is the beef?” grandma was great!!

After many years of struggling around with Polar Bears and Max Headroom, Coke seems to have gotten it’s Mojo back.

How?

Three letters : G.T.A.

If you went huh??? then you are not the target audience and shouldn’t bother checking out the commercial here.

But for those you know GTA : Grand Theft Auto and have actually experienced it, you would probably go – cool. Starting off like a typical game of GTA, accompanied by a somewhat corny song and sappy ending with the the most recent tagline of “The Coke Side Of Life,” this ad manages to do what Coke ads haven’t done in a long time. It has managed, once again connect with it’s youth target audience.

Using games as an advertising has been done to death before, but GTA as a game is not only cool, but has a bit of anti-establishment attitude (and content). If it was Zelda, it would have been cool, if it was Lara Croft, it would have been hot – but only GTA can bring an attitude. While I personally never finished the game, I spent long hours exploring the various virtual cities, jacking cars, going on rampages and making insane jumps. I am too old for this, but somehow the ad appealed to me, just because of that.

Whatever insane amount was spent on sponsoring the recent World Cup, this ad is worth many times more in connecting with it’s target audiance. Now, I only hope they have enough budget to support the media side of the campaign. Admittedly I have not had the chance to see all the Coke ads in the last couple of years, but if any ad can re-connect Coke with it’s target audience, then what better ad than this one.

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