sue yourself
The DNA of almost every good campaign – online, offline, trough the line, wireless,… - is a strong creative idea. And Coca Cola is proving that strong campaigns aren’t the privilege of small, fönky brands or teenage fanclub-brands as Diesel, Adidas, etc…
Coke Regular trying to convince some (reel!) attorneys to sue Coke Zero for being to close to the taste of the Regular Coke. What a great way to convert a brief - A Coke with zero calories but not with that typical Diet/Light taste, but just the good old, genuine Regular one – in to a campaign, Much stronger than the “dodgy ringtones”.
Of course, you’ll find the little extra’s as suing a friend for carrying the same hairstyle by e-mail, a game where you can try to steal the Cokeformula as well, etc… But that would al be very weak without the superb startingpoint; let's sue ourself.
Comments
Isn't it great when brands don't take themselves too seriously? Sueing yourself is one way. Adidas is doing the opposite in it's new poster campaign: smart&simple.
http://www.darkplanneur.com/2007/03/adidas_fait_son.html