The average Coca-Cola consumer is 56 years old. The company clearly has to reach a younger audience to achieve long term growth.
Their new Diet Coke ad campaign aims to do just that by telling success stories of teens and twenty somethings. But the ads close with the tagline “You’re On” followed by the Coke logo. I have to say it’s creating a buzz and brings to mind other double meaning advertisements. Here’s my Six Pack of What Were They Thinking Ads:
- Sony’s White PlayStation—When Sony introduced the PlayStation Portable White, ads showed a blonde white woman dressed in white grabbing the face of a black woman dressed in black. The resulting uproar led to Sony pulling the ad and apologizing.
- Ayds Weight Loss Candy— Introduced in the late 1970’s, the weight loss product continued to be advertised even after public awareness of the AIDS disease grew. Finally, when sales dropped by 50% in 1988, Ayds was withdrawn from the market.
- Hyundai Suicide Ad —The commercial shows a man unsuccessfully trying to commit suicide in a Hyundai. He fails because Hyundai’s ix35 features 100% water emissions.
- SalesGenie’s Panda Super Bowl Ad—Two animated pandas speaking with Chinese accents in a Super Bowl ad. CEO Vin Gupta claimed to take pride in making the company’s ads as bad as possible. Yeah, he succeeded.
- Nivea for Men Re-Civilized Ad— The ad showed a short haired black man in a sweater tossing away the severed head of a bearded black man with an Afro. It only appeared in the September 2011 issue of Esquire before Nivea for Men pulled the ad, stating it was “inappropriate and offensive.”