![]() The campaign was designed by Portland, Oregon-based advertising firm Wieden+Kennedy. Its indirect advertising was a form of rebel advertising similar to the McDonald's commercials for the Arch Deluxe. OK Soda's concept was that the youth market was already aware that they were being manipulated by mass-media marketing, so this advertising campaign would just be more transparent about it. OK Soda was intentionally marketed at the difficult Generation X markets, and attempted to cash in on the group's existing cynicism, disillusionment and disaffection with standard advertising campaigns. The name and advertising campaign attempted to poke fun at the " I'm OK, You're OK" pop-psychology of the early 1970s. OK Soda has been remembered more for its unique advertising campaign than for its fruity flavor. Marketing One of the OK Soda can designs illustrated by Charles Burns OK Soda prize can with prizes The project was canceled by Coca-Cola just seven months after its kickoff, and the soft drink was never widely released to the public. OK Soda never captured more than 3% of the beverage market in any of the target locations, failing to match Zyman's hype. ![]() The Coca-Cola Corporation announced at the time that they would continually update the cans with new designs (later designs can be identified by having an explanatory tag saying that it is "A unique fruity soda"). Four separate can designs were used (with each test market getting all four designs). It doesn't say, 'This is the next great thing.' It's the flip side of overclaiming.” Coca-Cola marketing consultant Tom Pinko told National Public Radio, "People who are 19 years old are very accustomed to having been manipulated and knowing that they're manipulated," and that OK Soda's audience possessed a "lethargy probably can't be penetrated by any commercial message." Testing The original four cans used in test marketsĭespite a US-wide advertising campaign and intense media attention, OK Soda was marketed only in select areas, representing different demographic areas during the summer of 1993. Coca-Cola's special projects manager Brian Lanahan explained to Time Magazine that they chose the name "OK" because "It underpromises. He predicted that the soft drink would be a huge success, and promised Goizueta that the soft drink would take at least 4% of the US beverage market. He conceived of a counter-intuitive advertising campaign that intentionally targeted people who did not like advertising. Zyman (who also conceived Fruitopia) decided to take advantage of this existing brand potential and created a soft drink with this name. International market research done by The Coca-Cola Company in the late 1980s revealed that " Coke" was the second most recognizable word across all languages in the world. However, after revamping the can design and print advertising campaigns for Diet Coke and Coca-Cola Classic with great success, Zyman was given free rein to design new products with aggressive, offbeat marketing campaigns. In 1993, Coca-Cola CEO Roberto Goizueta rehired Sergio Zyman to be the chief of marketing for all Coca-Cola beverage brands, a surprising choice given that Zyman had worked closely with the New Coke campaign, possibly the largest marketing failure in Coke's history. The drink's slogan was "Things are going to be OK." After the soda did not sell well in select test markets, it was officially declared out of production in 1995 before reaching nationwide distribution. OK Soda is a discontinued soft drink created by The Coca-Cola Company in 1993 that courted the American Generation X demographic with unusual advertising tactics, including neo-noir design, chain letters and deliberately negative publicity.
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