Friday, Apr. 23, 2010

OK Soda

Clearly not having learned a lesson from the New Coke debacle, Coke rehired the same marketing expert in 1993 to try yet again to capture the youth market. The result was one of the most bizarre products and advertising campaigns — OK Soda. The cans were illustrated with grim-looking comic figures, accompanied by a non-traditional advertising campaign. When the beverage got lukewarm reviews (not surprisingly, it tasted just O.K.), Coke tried to use the response to beef up its slacker cred — even running an ad touting the fact that the soda tasted like "carbonated tree sap." Coke went so far as to create an OK Manifesto to accompany the drink, asking such things like "What's the point of OK?" Consumers didn't seem to know the answer either, and Coke pulled the drink from shelves in 1995.