Coke Does It Again

Earlier last year, I posted on Coke's attempt to create a blog community on My Coke.

Now they have introduced a campaign Website for Coke Zero that is so patently patronizing, it's insulting. There is a blog and yes, it is drivel written by the ad team. They created a "manifesto" which goes like this:

"the zero movement manifesto

What the world needs is more zero.

Zero limits. Zero Consequences.

Why can't you have a sick of work day?
Why can't big nights come with zero morning afters?
Why don't relationships come with a gap year?
Why can't a hard day's work come with a happy ending?
Why not have a deep and meaningless?"

That is typical ad-speak. Pretty good, too, but it belongs behind the scenes driving ad copy. I don't think you can build a meaningful relationship with customers for a soft drink this way. And I like Coke. I don't drink it that much cause I'm getting older and all that sugar and caffeine reeks havoc on my little glimpses of serenity.

This is just the wrong way to try to reach folks. I find their photo gallery of alleged guerilla postings pretty funny, too. Coke is not an underground brand. It is not a street brand. It used to be the real thing and now it's desperate or so it seems by these tactics.

Someone else seems to think so to. They have created thezeromovementsucks.com. The only thing annoying about this is that the author, "Jay", doesn't identify himself. I am pretty sure this is not some conspiracy from Coke to launch an attack blog on their own product cause the site links to an intense advocacy site called killercoke.org that rallies against the attacks on Columbian labor union leaders at bottling plants in Columbia.

What a mess.

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