Coke Eliminates Confusion With It's Version of Pepsi Challenge
Don't you hate when you get one of those letters in the mail that promises to be something it's not? You know, the one's that come from Bank of America every third day - or any financial institution for that matter - that promise magic but always turn out to be yet another credit card offer. Or how about those officious looking plain white envelopes with nothing but "open immediately" written on them which turn out to be some lame chance to win something.
Wouldn't it be nice if, when you received a piece of direct mail, it contained something you could actually use? Perhaps that's what Crispin Porter + Bogusky were thinking about when they created this legal spoof letter which contains the Covet & Yourminy Taste Confusion Kit - a coupon for a free Coke and free Coke Zero,
Apparently, to combat taste confusion and the debate Coke Zero just isn't as good as good 'ol regular Coke, the company wants you to do your own taste test. Wait, we seem to remember some big Coke competitor based an entire campaign on taste testing for years. Oh, who cares. That's old news. What's new is you get two free bottles of soda and who can complain with that? Well, maybe those who are in the camp that believes soda is nothing but flavored, hyper-sugarized water that does nothing but rot you from the inside out but let's not be too critical here.
It's a free product! In your mailbox! For you to use! OK, so Gillette sent it's new razor to every man on the planet and the Sunday paper always contains some polybagged free product but, again, let's not be critical here. It's a free product! In your mailbox! For you to use! OK, we're going to stop now.
Yeah, the Freakonomics blog was reporting that they're now bragging that Diet Coke is "99%" water, too. Wowee!
Does this challenge apply to their marketing as well?
YOU'RE 99% water.