Eugene David
...The One-Minute Pundit

Wednesday, August 10, 2005


HOW MANY IDIOTIC BUZZWORDS CAN YOU SPOT IN THESE PARAGRAPHS?

The company’s plan is still fluid, to say the least. With very few rules but lots of discussion on how to reintroduce Coke to Generations X, Y and Next, Coke and the designers are charged with creating an “iconic experience” for fashionable club-goers with collectible packaging, videos and music. How the videos and music will be distributed is still up in the air, but one thing is clear: There will be very little direct branding.

Coke gave the studios carte blanche to design creative interpretations of “optimism” within their respective countries. The project included creating graphics for new contour-bottle-shaped aluminum cans (some designs change under a black light) along with a three- to five-minute unbranded short film extending the interpretation using new music from trendsetting bands. The company is working to get the bottles distributed in red-hot nightclubs that cater to influentials.


TRANSLATION: COKE'S FINANCING EVEN MORE CRAPPY TELEVISION -- DIFFERENTLY.

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