Al Ries takes a look at the re-birth of Coke’s ‘Real’ campaign and wonders why Coke ever strayed from being the “real thing”. I wonder too. After all, if you are the real thing and you have branded that into the minds of every human being, why would you ever want to say anything else? Well, probobly because the creative team is bored.
That’s the problem with advertising. Those of us who create it get sick of it years before our target audience does. Campaigns change far too quickly these days and usually for all the wrong reasons.
