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Diet Coke: Be Sleek and Skinny Just Like Taylor Swift
byHoward Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA
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Diet Coke says: Be Sleek and Skinny Just Like Taylor Swift. They are
touting this with their skinny new “Sleek Can.”
Slide By :- Howard Davidson Arlington MA
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“If you’re lucky enough to be different, don’t ever change.” That’s the message Taylor Swift has written all over Diet Coke’s slender “Sleek Can,” in a hilarious instance of mixed messages. If this can was being honest – and I prefer an honest soda can – it would say, “If you’re trying to lose weight but really can’t give up soda, might as well try this blend of calorie-free fake sugars created in a lab.”
Slide By :- Howard Davidson Arlington MA
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Problem number one cropped up in my head immediately: Is Diet Coke aiming for the right market when they enlist Taylor Swift? I would think Taylor Swift would attract teenage girls, yet about half of all diet sodas are consumed by people over the age of 40.
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Perhaps they’re aiming for young, body-conscious women who want to be as skinny as this can? Trying to expand their market reach through the magic of Taylor Swift? I guess crazier things have happened.
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Swift isn’t the focus of the entire campaign, as Diet Coke is also rolling out new video spots. In one, a woman on an airplane cracks open a can, only for the boring flight to turn into a trendy party. This is just a blatant ripoff of the ad campaign Heineken has been running for the last year or so.
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I’ve seen people drinking Heineken at parties before, so that makes perfect sense. For Diet Coke to essentially run Heineken’s ad campaign, replacing beer with diet soda, is more than a little bit forced. Nobody drinks a Diet Coke at a party. The lack of creativity here is pretty shameful.
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Diet Coke’s sales have been floundering for awhile. This attempt to revive business just feels contrived. Modern consumers are smart enough to know that a Diet Coke isn’t going to suddenly make their lives exciting.
Howard Davidson Arlington MA
Slide By :- Howard Davidson Arlington MA