The sun has made its triumphant return in our area and it feels like summer is just around the corner.
Few things go together like summer and Coke.
Unless you’re a Pepsi person.
We were reading in AdAge that @cocacola ‘s relaunch of Diet Coke has exceeded projections and has helped grow the entire brand around 4% since its launch.
While that might not interest you, what should intrigue you is that is in the face of what many have seen as a very poorly launched marketing campaign.
While many of us have struggled to repress the memories of the Super Bowl ad that had us watching an awkward, want-to-be-hipster lady dancing uncomfortably in a commercial that felt directionless and lacking.
The commercial was bad enough to rank it dead last in USA Today’s Ad Meter.
But new packaging, flavors, and a new tagline seem to have more than made up for the commercial.
While Coke won’t share how much the actual Diet Coke line has grown, it was one of the only changes made in the fourth quarter that would have lead to the growth.
This isn’t a quantitative analysis of the marketing campaign.
This is a call to ourselves, our clients, and brands everywhere that sometimes we put too much stock in single events.
Yes, the incredibly expensive commercial that everyone saw during the Super Bowl was bad, but that didn’t stop a brand from pushing forward with their campaign and standing by a product they believed in.
We are challenged today to not be discouraged by initial feedback, but rather, look at why we believe in a product or project and buckle down.
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