Adopting the next new buzz word, Coke has embarked on an “experiential” marketing concept that will, as Ad Age writes, “interpret what the marketer calls the brand’s ‘optimism’ through a series of short films and breakthrough bottle designs.” The project, called M5, involves five design shops which will create “iconic” designs that will affect packaging and other branding elements all designed to increase appeal to younger generations. The new designs will debut beginning in September. The first is called “Love Being” and was designed by Designers Republic in London.
While the endeavor to make the brand relevant again is worthy and commendable, the endless marketing blather used to describe the effort is quite comical and well worth wallowing in for a while.
