The king of soft drinks, Coca-Cola has caused a stir this week with a billboard poster in New York which states, ‘You’re on. Coke.
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| @Adweek.com |
The layout of the tagline and logo read to make a single statement which, although probably unintentional seems to directly imply that the good folks in New York, are dabbling in drugs.
A long copy version of the advert is also being displayed in bus shelters and only reinforces the ad’s ambiguous message.
It reads, ‘You move to New York, with the clothes on your back, the cash in your pocket and your eyes on the prize. You’re on. Coke.’
A spokesman for Coca-Cola has responded with a statement in Adweek,
‘This advertising is one part of the new campaign for Diet Coke, which is called 'You're On.' It celebrates ambitious young achievers from all walks of life and reminds them that Diet Coke is there to support them in the moments when they are at their best…. Diet Coke in no way endorses or supports the use of any illegal substance.’
While the drug reference is easy to excuse, the campaign has certainly been towing the sentiment of bad publicity is good publicity.
The campaign by advertising agency, Droga5 has triggered much comment on social media sites and in the trade and consumer press.
The possible drug interpretation was always likely and the creators and client surely went ahead regardless with tongue firmly in cheek.
It’s also a timely reminder that despite the necessity of online campaigns in the digital age, a good ol’ fashion poster always hits the spot.
Get interactive with the campaign on Twitter with @DietCoke using #YoureON.
The campaign by advertising agency, Droga5 has triggered much comment on social media sites and in the trade and consumer press.
The possible drug interpretation was always likely and the creators and client surely went ahead regardless with tongue firmly in cheek.
It’s also a timely reminder that despite the necessity of online campaigns in the digital age, a good ol’ fashion poster always hits the spot.
Get interactive with the campaign on Twitter with @DietCoke using #YoureON.