What the #@!*$#% Was Coke Thinking?

Coke billboard

I haven’t written in a long time. But I had to write about this. I hate the new Diet Coke campaign. I’ve been walking past the same bus kiosk for weeks now and I keep looking at the campaign is disbelief.

You’re on Coke.

Really? The great American icon Coca-Cola is running a campaign with the tagline ‘You’re on Coke.’ At this moment, I feel like my father ‘I remember the good old days when Coca-Cola stood for something good in the world.’

I work in advertising. I’m familiar with the thought of getting attention. But I think this crosses the line of taste. This also seems like a bad fit for the brand. I’m a huge fan of the work done by Droga5. Not this. I don’t like this. The fact that virtually every parody online is a drug reference only makes the point – Coca-Cola Company thinks the only way to perform at your best is to be coked up.

Coca-Cola’s response? “This advertising is one part of the new campaign for Diet Coke, which is called ‘You’re On.’ It celebrates ambitious young achievers from all walks of life and reminds them that Diet Coke is there to support them in the moments when they are at their best. Diet Coke in no way endorses or supports the use of any illegal substance.”

No – that’s not what the campaign says. It doesn’t say we’re there for you when you’re at your best. It says to be at your best you need coke. The brand has become a punch line.

It’s Monday. It’s still too cold in New York. And I’m not feeling like I’m at my best. Maybe I need a Pepsi.

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