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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.
That's because the copy was "hidden" in an image that looked liked blobs of greenish-brown bubbles to most viewers. (Technically, they're called reverse Ishihara images.) Color-blind people, however, saw the word "Life" nestled within the design.
"Our idea is based on the premise of engaging many by targeting the few," explains Essencius managing partner Brian Orland.
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