Coca-Cola has been a part of Americana for as long as any living American has been alive. For over 125 years — if their ads are to be believed — hey’ve been a part of our courtship rituals and our family get-togethers, and even our dreams for world unity.
But Coca-Cola hasn’t just dreamed of teaching the world to sing (in perfect harmony). Over the decades — and long before the invention of Diet Coke in 1982 — they’ve dealt off-and-on with the concerns of the American waistline. Ads dating back to the 1950s claim that Coke has “as many calories as half a juicy grapefruit.”
Who is this ad targeting? And isn't it sending mixed messages?
Cindy Gallop has been watching the new Coca-Cola campaign closely. She's an advertising consultant who focuses on brand reinvention, business game-changing, and transformative business practices.