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Playing the Percentages: Diet Coke is 99% Water Ad Campaign August 22, 2007

Posted by goodmind in Attribute Dependency.


Here’s an example of some pretty inventive thinking (to put it mildly) from Coca-Cola’s ad agency.  Given that bottled water is a multi-billion dollar industry, and given that Diet Coke is 99% water, this historically concealed likeness may now be touted as an attractive product attribute;

“…in a world where free water is the benchmark, if you make Diet Coke, you want to hide the fact that it is mostly water with a few cheap extras mixed in. On the other hand, when water is priced the same as soda, that part of the equation falls away. The emphasis can instead move to the fact that a lot of people strongly prefer the flavor of Diet Coke to that of water.” (via Freakonomics)

So you could say that the content of a Diet Coke advertisement is largely dependent on how the larger social context defines water.  Fair enough.  Yet the fact that Coca Cola’s ad agency was shrewd enough to realize this, and look beyond how the larger social context defines soda, is downright astounding. 

By paying attention to consumer behavior, and going against instilled principles, it probably became pretty obvious that Diet Coke already offers what the customer craves. 



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