Tag Archives: Coca-Cola

Why Coke’s Super Bowl Ad Was Really Smart

By now, you’ve probably seen some of the coverage of Coke’s “controversial” Super Bowl ad. To be honest, I’m with Coke’s Ad Director on this one, “I don’t see any controversy here.” Don’t get me wrong, I can understand where some of the detractors are coming from, but I tend to side with the Ad Director. In case you haven’t yet seen the ad, take a look:

In a word, I thought the ad was beautiful. Maybe it’s because I was born and raised in Canada and I am used to (and appreciate) multiculturalism a bit more than the average American, who knows. Knowing that the Super Bowl has become an event that transcends the borders of the USA, maybe Coke was, surreptitiously, also trying to reach potential customers beyond its borders. Now, that hypothesis seems kind of silly given that the song that’s being sung in many languages is “America the Beautiful,” so let’s revise it and say that maybe Coke is trying to reach current (or potential) immigrants to the US.

Regardless of it’s initial aim, the controversy has stirred up so much discussion that the ad is being shared across the internet many times over. The last time I checked, the video had been viewed almost 8,000,000 times in 3+ days. I can’t think of many companies that don’t wish they made a video like this that’s been viewed this many times on social media (not to mention all the discussion that’s happened in print, TV, and online).

Then, there’s also the copycat-esque videos that extend (or poke fun) at the ad. I came across this one the other day and couldn’t help, but chuckle:

I haven’t seen anyone from Coke comment on it, but I’m sure that, at least off the record, they’d probably laugh at it, too.

Circling back to the original ad, I wanted to draw attention to the internationalist flavour to it. It’s still a few years off now, but folks are projecting that in the next 25-30 years, the majority of people living in the USA won’t be the same as it is today. Instead, there will be a majority of minorities. Meaning, adding up the population of all the minorities will mean that there are more people who identify as a minority than identify as white.

Tying this to the advertisement by Coke and I can’t help but think about how strategic it was for Coke to try and, if this was their strategy, attract younger immigrants to the brand.

The Obesity Crisis: How Come No One’s Talking About Neuromarketing?

The Economist did a fantastic special report on obesity a few issues back. I highly recommend reading it. You may see the obesity debate in a whole new light. However, I was a bit disappointed in the closing paragraph of one of their opening articles in that issue:

There is a limit, however, to what the state can or should do. In the end, the responsibility and power to change lie primarily with individuals. Whether people go on eating till they pop, or whether they opt for the healthier, slimmer life, will have a bigger effect on the future of the species than most of the weighty decisions that governments make.

I can totally understand where this perspective is coming from, but I don’t think that this perspective accounts for neuromarketing.

The technical definition:

In recent times, ‘neuromarketing’ has come to mean the application of neuroimaging techniques to sell products.

Meaning, marketers hook you up to a machine while you watch images/video of  product and then notice when certain areas of your brain light up. With this information, they’re able to tell when your brain is active and — theoretically — determine that it’s because of what you’re watching. [Is that frightening to anyone?] So, as the title of this post asks, with regard to the obesity crisis, why isn’t anyone talking about neuromarketing? Let me make the connection a little clearer.

We know that through neuromarketing, it’s possible to determine how our brains react to certain advertisements and products. With this information, companies can then use the advertisements that are most successful in getting consumers to buy their products. If we apply what we know from this abstract scenario to the food industry (is it weird to anyone else that it’s called the food industry?) we can posit that there are probably companies out there who use neuromarketing techniques to convince consumers to buy their product. Isn’t it possible (probable?) that companies who are in the business of selling us over-the-top sugary drinks or unnecessarily sweet-tooth-inducing treats also in the business of using neuromarketing techniques to convince us that we need to be drinking these drinks or eating these treats?

Getting back to the opening quote from The Economist, my response would have to be — in part — no. While I agree that personal responsibility is important, sometimes, the environment is too compelling. In this case, the environment is neuromarketing. How can a consumer make an informed choice if her/his brain is being manipulated?

I’m not sure of the solution to the obesity epidemic (though I have an idea that I’ll talk about in the coming days!), but I know that we most certainly need to include neuromarketing in that discussion.