During Game 6 of the World Series last night, I saw for the first time the ad for a new initiative by Pepsi, Coke, Dr. Pepper and the American Beverage Association called Mixify. Mixify is a initiative that, well, let them tell you:
“#Realtalk: Coke, Dr. Pepper and Pepsi understand that balancing your mix of foods, drinks and physical activities can get a little tricky. And since our products can play a part in that equation, we’ve teamed up to help make it easier to find a balanced mix that feels oh so right. That’s where Mixify comes in. It’s like a balance wingman. Bringing you new combinations to keep your mix fresh and your body right. Like mixing lazy days with something light, following sweaty workouts with whatever you’re craving, and crossing cats with dragons. Because at the end of the day, finding balance keeps you feeling snazzier than the emoji of the dancing lady in red.”
Thank goodness I am going to finally have a “balance wingman.” Seriously? I’ll have whatever the Mixify brain trust had when they thought up this thing. If we were flies on the wall in their marketing meetings, we would hear them saying, “How do we sell more Coke, Pepsi, or Dr. Pepper?” I don’t believe for a minute that any of these companies really want people to not drink their beverages as much and I am quite positive most of their stockholders don’t either.
Unlike the great tobacco settlement in 1998, where tobacco companies were required to contribute to anti-smoking ads, Mixify is a volunteer effort. The campaign does not tell people that they should stay away from soft drinks because they could make you fat or give you diabetes.
Instead, the soda brands want to convince viewers to only drink them after they have worked out or when they are “crossing cats with dragons.” The whole idea is so contrived and is entirely disingenuous. Even taken as it is, it is the worst kind of a very thinly veiled PR stunt.