When a brand as iconic as Coca-Cola decides to change its packaging, it's a big deal. While different colors have always denoted different products—red is classic Coca-Cola, silver is loved by Diet Coke fans, black for the Coke Zero drinkers—the soda giant is moving to put a big red disc on each can and bottle.
Sure, we all know soda is far from healthy. But sometimes it's worth reminding ourselves how odd it is that we frequently refresh our thirst with watered-down, bubbly syrup. In its new video, "If Soda Commercials Were Honest," Cracked rattles off some of the less tantalizing aspects of soda while also pointing out just how effectively the industry has interwoven itself into our culture and norms. "If it's hot out, or you like having friends or some other virtually universal aspect of life, I think you should buy some Horton brand effervescent liquid candy," the faux spokesman says. "But more importantly, buy some for your kids."
Can you connect the dots? Ad agency Essencius recently launched a teaser campaign in Denmark touting stevia- and cane-sugar-sweetened Coca-Cola Life, but only about 5 percent of the population could actually see the message.
This week, Adweek is showcasing a Keurig that makes chilled drinks, a Birchbox Movember box and a chalkboard that streams music. Take a look!
A retweet is nice and all. But as an expression of affection, it's woefully lame. Diet Coke understand this, and is taking a grand new approach to retweeting love notes from fans. Instead of just hitting a button on Twitter, it's retweeting the tweets out in the real world—in beautifully designed ads on billboards, custom jewelry, framed artwork, magazine pages and more. The surprise RTs will be tailored to each individual tweet, and will roll out throughout the fall.
Arby's wants you—and Pepsi—to know it's really sorry that it forgot to feature the soft drink in two of its own ads this year.
In the past, water filter brand Brita has targeted plastic bottles as public enemy No. 1, but now it has its sights on a new foe: soda.
Here's a first for Coca-Cola—a TV commercial comprised entirely of short video clips made by fans (aside from some very brief animations).
Here's an amusing bit of mischief. Coca-Cola brought together fans on both sides of one of Italian soccer's fiercest rivalries by making them give each other sodas. "Fair Play Machines," a campaign from McCann in Milan, Italy, shows the brand placing a pair of its signature high-tech, manipulative vending machines at opposite ends of San Siro Stadium in Milan while club teams Inter Milan and A.C. Milan were facing off there. Fans of each team could hit a button to serve a Coke to an opposing fan at the other machine—effectively forcing opponents to do something nice for one another. The clip is full of the happy vibes to be expected from Coke ads, and a nice nod to good sportsmanship—in a league where its opposite has been disturbingly true lately. It's also reminiscent of the brand's "Small World Machines" campaign from last year, which tried to ameliorate the India-Pakistan conflict with a similar set of interconnected machines—though softening a sports feud is maybe a less pretentious bit of peacemaking for a sugar water company. Credits below.
Mountain Dew's "Living Portraits" series is one of the most innovative and intricate short-form campaigns of the year. Who'd've thunk it, especially after the brand's high-profile ad missteps a few months ago? Created by BBDO and Psyop, each 30-second "Living Portrait" spotlights a different Dew endorser—Nascar driver Dale Earnhardt Jr., skateboarder Paul Rodriguez and snowboarder Danny Davis. Fun, freaky symbolism is used to capture the essence of each and, for lack of a better term, mythologize their lives. The spots all take a similar approach, with the endorsers seated on stylized thrones and the shot slowly pulling back to reveal bedazzling details. Davis sits on ornately sculptured ice, slurping Dew and strumming a guitar. The camera pulls back to reveal a wintry jam session with members of his crew, the ice sculptor, birds of prey and wolves in attendance. A yeti plays drums. Snowboarders soar in a rainbow sky. A cute, briefcase-sized eyeball lounges by the fire, diggin' Danny's vibes. Components move at different speeds, mixing 3-D layering and 2-D animation with live action and matte effects. Yet there's no discord, and the elements combine to create harmonious representations of the endorsers' lives and achievements. Fans can visit Mountain Dew's website to unlock the secrets behind each portrait's imagery. The outsized eyeball in Davis's spot refers to FrendsVision, where the snowboarder and his crew share information about the Frends brand and disseminate clips of themselves "performing skits, snowboarding, playing music and entertaining the public the best way they know how." So, basically, the eye opens onto another ad. I didn't see that coming. And we learn that the crew is jamming around a "peace fire," because "Danny lives his life preaching peace." That's a bit precious for me—sounds like an overblown piece of you know what—and I wonder if perhaps the symbols should have been left unexplained, adding to the mystery, allowing fans to debate their deeper meaning. The yeti's presence isn't explained at all! Smelling a Pulitzer, I sent an email, and a rep for Mountain Dew parent PepsiCo explained: "The Yeti was included as it's part of mountain folklore." Rock on, noble yeti! That furry dude really keeps the beat. See the other spots below.