As reported yesterday, ad hoc group “Double-think,” made up of West Coast creative minds and headed by Madison Avenue vet Harry Webber has, today, unveiled a new conceptual ad campaign for Coke Classic. With Coke’s marketing in turmoil, revenues in the toilet and many agencies currently vying for the business, Webber hopes Coke marketers will give this effort serious consideration.
On Madison AveNew, Webber writes, “Armed with a new dossier of global product and market info, our “Double-think” team worked on discovering and defining the powerful product-based, “Brand Character” inherent in Coca-Cola Classic. We went in to discover the prime motivator that will compel the current Coke Classic faithful into becoming active (as opposed to passive) brand ambassadors. We went in to uncover “who” rather than “what” defines the true personification of Brand Coke Classic” While a global brand, Webber argues Coke is uniquely American and has made that stand for something in the campaign which incorporates the tagline, “A Cool American.” The campaign puts forth a set of unique personality qualifiers that defy categorization yet, together, paint a holistic picture of a unique individual that can’t easily be slotted into a demographic bucket.
Predictably, many in the industry will slam this effort, not for any shortcomings it might possess, but because they didn’t think of it first. We, however, think it’s a brilliant step in the right direction.
It’s fresh. It’s not hip. We don’t need anymore ridiculously hip-filled ad campaigns. We need advertising that identifies itself with the consumer. This campaign does that. It accessible. It’s flexible. It’s identifiable. It allows the consumer to step inside the campaign no matter who they are. View all the concepts here.
