Coke Lies, Misleads With Fake 'Zero' Blog
To appeal to men, many soft drink makers have dropped the word "diet" from the name of their products or introduced newly named products. In Coke's case, there's Coke Zero. A clandestine element of the campaign urging men to consume Coke Zero is a weblog, with no mention of Coke's involvement (Note: apparently in reaction to negativity about this effort, the page is now clearly branded with a Coke Zero bottle), named The Zero Movement on which a guy rants about why life is so full of stuff to do and how it would be so much nicer if there was, well, zero to do. It's written in typical character blog prose, devoid of personality and full of whiny banter which comes off like it's a product of a creative brief. There's even fake, supportive comments to go along with it.
While the blog's archives indicate the site's been up since June, 2005, Whois information tells a very different story. Not only does the information reveal the site is a product of Coke, it clearly states the domain for the site was registered November 21, 2005, a full five months after the site, according to its archives, launched. On top of this, blog monitoring service BlogPulse has little to no information on the blog. Had The Zero Movement blog been pumping out posts since June 2005, BlogPulse would have had a sizeable profile for the site. Blog search engine Technorati, aside from some recent referrals, doesn't have much either. In creating The Zero Movement, Coke has lied, misled and misrepresented. Some would call this reprehensible and irresponsible. We'll just call it stupid.
While digging around for this story, along with the other negative comments about this effort, we even found a blog called The Zero Movement Sucks on which The Zero Movement blog is ridiculed and Coke is called out for its patronizing marketing tactics. Following backlash after backlash, it baffles that marketers still attempt to pull wool over people's eyes with these lame cool hunting endeavours. It's as if Coke is purposefully stupid just so they'll get press on this idiocy.
Or, if Crispin Porter + Bogusky is behind this, they, in a brilliant twist, launched this on purpose knowing full well we'd all react this way and give the site all sorts of publicity.
UPDATE: Perhaps in reaction to comments or perhaps a simple coincidence, the homepage of The Zero Movement has been changed and is now emblazoned with a Coke Zero bottle making it clear who's behind the site. It still doesn't excuse the initial approach nor the creation of five month old archives.
Comments
Good pick-up Steve. I saw this and added a post on BMA, but in checking it out, I noticed this blog(http://grindercom.blogspot.com/) which claims that the guy running 'the zero movement' is a friend of their's. Then of course the blog goes on to mention in other threads how great Coke Zero is.
Another great viral effort from CP+B, no doubt!
Yeah, great -- if by "great" you mean "impossibly lame." First that cringeworthy Chilltop commercial, now this: Is Crispin farming their Coke Zero work out to Grey or JWT?
Pay attention children, this is how *not* to run an anonoblog or manage a successful viral blog marketing campaign.
Well, between you and me and others, we'll be linking to him, helping them right along. Any news is good news, eh?
they refused to post my fake comment!
I checked out BlogPulse, and it doesn't look like it has information for some blogs I have been reading for two years ore more now. That's nothing to go by. That tool seems useless.
The blog's misleading, yes but how is it not completely obvious that the website is marketing for Coke Zero?
If the big-ass coke zero bottle on the front page didn't give it away... http://www.thezeromovement.com/img/homepage-bottle-topleft.jpg
I dunno what does
Jack, that page was not in existence when this post was written. It seems they caught wind and made a quick fix.
The Coke Zero Blog
ACCOUNT DIRECTOR: Lameathan O'Laymian
CREATIVE DIRECTOR: Lami Lameson
WRITER: Lamus McLamey
ART DIRECTOR: None (Blogspot template)
The site you're talking about is an Ozzie site - Coke Zero just launched out here inj last few dayswhich I think is why Coke have just put branding up on it - stuff before was just teaser activity?? BRanding of Coke Zero is black rather than white on site - and that's the colour Coke Zero is out here - is it not white in the US?
they also have the following on there as well -- was this not there before?
It's called viral marketing.
No, AJ, it's called stealth marketing, lying, misleading, misrepresenting, fabrication, untruthful and an illustration of a general misunderstanding of the medium.
A great reference to your piece here: http://www.unboundedition.com/content/view/210/54/
A great reference to your piece here: http://www.unboundedition.com/content/view/210/54/
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Coke Cola
nice post!....Busby SEO Challenge
Coke zero is great.
great themes....
thanks for this post...
http://alaminos.net
Good site more power.
http://alaminos.net Kabonfootprint
very informative details thanks for that, nice article
Nice Post Busby Seo test
and another great themes
very nice theme, I like it. Thanks
Zero sugar but 100% sweetener :)
LOL. I only grab it for quench my thirst. No more thoughts about diet or so.
Busby SEO Test
yeah this is so Funtastic themes, cause so many a same name busby....:)
yes. i agree too. :D
wow.Even coca-cola uses link bait. very nice :D
I'm sure Coke lies and they also make my guitars store like a fake coke. I'm sure those Busby also agree because they all here including Mr Kabonfootprint.
Great article, I'll take a note on this
@beginner electric guitars
hehe.. you are hilarious dude!
very informative detail information about coke zero
is there any relation with coca cola zero sugar?
We should not blame Coke. Just blame diet people.
good info
very informative, i like, thanks
very informative, i like, thanks
coke zero - 0 sugar. almost all other drinks are bad for you compared to this!
That's nothing to go by. That tool seems useless.
That's nothing to go by. That tool seems useless.
Black style is very beautiful, I love it.
wow the busby sep guys have really gone to town here
nice post by the way
lol
Busby people really like Coke.
Coke is great, but it not good for your health.
well just testing out the effect.
very informative detail information about coke zero
I used to drink loads of Coke.
luckily i never drink it lol
I like regular coca cola than coca cola zero, it's full artificial sugar
sew it before.
A terible mistake to use that
sew it before.
A terible mistake to use that
ty man
ty man!!
Yeah, great -- if by "great" you mean "impossibly lame." First that cringeworthy Chilltop commercial
Coke is great, but it not good for your health.
Coke is great, but it not good for your health.
I like regular coca cola than coca cola zero, it's full artificial sugar
I'm sure Coke lies and they also make my guitars store like a fake coke. I'm sure those Busby also agree because they all here including Mr Kabonfootprint.
I am shocked after reading this information regarding coke. Still I like coke
I'm coke addict so who cares!
I like regular cola than this zero. Tastes real bad.
coke zero - 0 sugar. almost all other drinks are bad for you compared to this!
Don't drink and drive.
ty man nice page
Dont drink to much, that bad for the health
ermmm.. nice blog theme.. :)
Dont drink to much, that bad for the health
I'm sure Coke lies and they also make my guitars store like a fake coke. I'm sure those Busby also agree because they all here including Mr Kabonfootprint.
This is comical. Using this kind of marketing to tell the whole world that one thing or a product has lied? Before products are introduced to the market it will pass through a series of test if it safe or whatever. Whos to blame them? Is it the company who has the products whos goal is to always have products that will hit the market or the government agency or agencies who are involved with this to allow such company to launched the product to the market.
by: Hectic Capiznon Bloggers 2009
Coke is good, but don't drink too much it's bad for our health...
Lets CHOKE the COKE people if they lie about the product!!
great themes, thanks
kinda disappointing blog to lie about coke zero.
Yeah! Don't drink too much.. Anyway, i like the themes and you really have a great viral strategy.
This was so cool.
great post here,
thanks for sharing...
thanks for sharing.. really amazing...
this is very informative thanks..
more power..
Good work there pal..
Wow it make a sense. Thanks for the articles! it help a lots
Thanks for this wonderful article. I love the insights.
thanksfor this!
Coke is good, but don't drink too much it's bad for our health...
very nice and interesting post thanks for your info.
It was really great! thanks for sharing this great information.
indeed. information is very useful ergh..
Good tips.. Very nice information.
Yeah this is very useful..
by: Tnomeralc Web Design Toys
thank you :)