Coke Light


Coke Light uses a muscle man as the "Calorie Coach" to tell us how easy to burn one calorie contained in Coke Light. Let's not argue whether is muscle man is acting stupid or not. At least everyone gets it. The question is why the creative idea differs so much from the flagship product Coke which is about friendship, great tasting, the original and go-well-with-food. You know what (according to the books I read lately). Internally, they don't treat Coke Light as a brand extension from Coke (Coca-Cola to be exact). Coke and Coke Light are supposed to be two different brands in terms of brand management. So their brand personalities and propositions can be unrelated and different. This goes against the traditional thinking. Well, Coke have the money to do whatever they think appropriate. Consumers and the market will tell us whether this is right over time. Let's see.

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