coke

Last night I gave a group of Monash students a tour of our office. Funnily enough, exactly three years ago I was the student walking through George Patts hoping to one day get a job there.It reminded me of how after my tour as a student I bumped into Russel Howcroft shortly after and he told us during a presentation that sometimes marketers needed to "build things and they (the consumers) will come".I didn't quite understand it at the time. But today I can't help but think it's a completely underrated and underused digital strategy. This idea of building something rad that's relevant to your target audience and then using them to spread your idea.You don't need to stress about amplification strategies/sharing user journeys/going viral/influencer seeding and all that other nonsense. Instead you be awesome and the rest comes naturally.Intel did it here, and Coke are trying it out with things like this.And of course, it makes an amazing brief for the ad agency....

Or at least that's what the ACCC believes. This nonsense about their crack down on the Coca Cola myth busting campaign is rubbish. Consumers realise Coke isn't good for you. If Coke wants to try and change their image, then let them do it. You don't walk into Maccas and assume their burgers are healthy just because they offer a salad on the menu. And this is not the first time the ACCC has assumed you're a complete moron, they did it last year with a Skins campaign. Sure you old guys and girls think there's a lot wrong with Generation Y, but one thing going for them (us) is their (our) scepticism. I would suggest, with the help of the Internet, that today's consumer is smarter than ever before. The ACCC needs to step off and let marketers do their work. No lines were crossed in either of these cases and consumers are smart enough and sceptical enough to know this. And if it changes their buyer behaviour, well done to the work of the marketers....

I picked up a bottle of Another Bloody Water yesterday. What an incredibly creative product design. The labels is written extremely well and really plays on the idea that no one cares what brand of water they drink. I know I certainly don't, until now. Product design is important, even for those regular purchases and a little innovation can make all the difference. Its the reason I will buy the new slim can line of Coke. And its the same reason I've stopped purchasing Lynx because of their twisty top can. ...