Share a Coke has become trite
Tom Dougherty, CEO – Stealing Share
23 June 2015
Share a Coke was a little silly to being with
This brand theme(s) is supposed to get you (are you listening shoppers?) to skip other retail stores and online shops and to spend your time and money at Belk department stores. Wait a second while I gag.
I guess the marketers at Belk believe that three mediocre ideas are better than a single great one. This is a perfect example of a ship with no rudder.
“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.”
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 was a might 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.
Infinity advertising is criminal Tom Dougherty, CEO - Stealing Share 19 October 2017 Infinity advertising fails on many levels The latest Infinity advertising leaves me cold. Strike that. It makes me heated. Not that I have anything against Infinity as a brand. It...
Coach becomes Tapestry Tom Dougherty, CEO - Stealing Share 18 October 2017 Who cares Coach is becoming Tapestry? Coach changing its name to Tapestry means nothing no matter what CEO Victor Luis says. He tells The New York Times that the iconic leather bag company is...
Curb Your Enthusiasm Tom Dougherty, CEO - Stealing Share 17 October 2017 Curb Your Enthusiasm is better than season nine Few television shows claim the mantle of genius. Oddly enough, those that I deem worthy of that distinction have all come from HBO. My elite list...