Coca-Cola (NYSE:KO) has come up with a novel marketing message. Drinking Coke can make you happy in hard times.
According to The Wall Street Journal, "Coca-Cola is launching a new global ad campaign for its iconic cola, hoping to appeal to consumers' longing for comfort and optimism at a time when the weakening economy is sapping soft-drink sales."
How subtle. And, to think it might work. Most people are not boobs and the obvious nature of the message is not likely to be lost on anyone, but who would not like a little ray of sunshine on a cloudy day? To some extent the new message is just an extension of the decades-long philosophy behind advertising Coke. It has always been about feeling good, sharing a soda with friends, and enjoying life
The fact that the drink is pure sugar and stimulates the brain has nothing to do with it. Neither does the experience of an energy "crash" when the sugar wears off.
Go ahead and hug yourself, have a Coke, and don't worry that you are out of work.
Douglas A. McIntyre is an editor at 247wallst.com.
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