For most of my life I have enjoyed Coke over Pepsi.
I always found something so refreshing about cracking open a fresh red can and pouring its contents over ice. It had a sweet, indulgent taste that Pepsi just never had, in my opinion.
Coke, to me, always had the greater product – the taste was better. Or at least, that’s what I’ve always thought. (More on this later.)
But then something stepped in the way of my favorite carbonated beverage: an increasingly stupid campaign on its can called, “Share a Coke.”
Names on Coke bottles were once clever.
If you’re not familiar with the “Share a Coke” campaign, it began with the folks at Coca-Cola printing personal names on the labels of coke bottles and cans. This drummed up some interest on social media outlets where people would post pictures with themselves and a Coca-Cola bottle that sported their name.
It was a bright concept because, unlike other soda campaigns, it was about the soda drinker, not the drink. Plus, you could order bottles from Coke with specific names on them. Consequently, many analysts deemed “Share a Coke” campaign a success.
Coke is now overdoing “Share a Coke.”
It’s an uncomfortable thing to witness someone trying too hard to be hip. That’s kind of how I feel with Coke’s newest incarnation of “Share a Coke.”
Just yesterday, I was drinking a can of Coke Zero while hanging with my daughter. About halfway through my can, she looked at me and began laughing, then said: “Sup Bro.”
“Sup Bro?” I was confused.
“Bro. It’s written on the can, Dad!”
I took a look at the other cans in the fridge that had other idiocies printed on them: adventurer, sidekick and better half, and immediately rolled my eyes.
I suppose all the bros in the world are going to seek out these cans and take selfies with them for Instagram.
Coke’s brand is in trouble. With the latest update of “Share a Coke,” especially, Coke has displayed that it no longer gets why people like myself drink it: because of what the brand of Coke means.
(Sidenote: Pepsi often wins in blind taste tests. But Coke wins when drinkers are not blind. It’s the Coke brand that makes us think it tastes better.)
I can assure you that it isn’t because of some inane pronoun printed on a can.