Thursday, August 27, 2009

OK is not enough

Yesterday at G HQ we were discussing products and/or brands that seemed like a good idea at the time but never made it for one reason or another, and OK Soda came up.

For younger readers, a bit of history.

The Coca-Cola Company did international market research in the late 80s and found that 'Coke' was the second most recognisable word across all languages in the world.

The first recognisable word word was 'OK'. No-brainer for the Coca Cola people.
Who could pass up the opportunity for numbers 1 AND 2?
World domination would surely follow...

So to take advantage of this opportunity OK Soda was born.
The subsequent soft launch in 1993 was supported by marketing targeted at the 'slacker' generation (Gen Z/ early Gen Y) ie young people who didn't pay much attention to advertising.

Despite the cool package (see pic) and one of the greatest tag lines in the history of advertising:

'Whats the point of OK Soda? Well, what's the point of anything?

It didn't fly and the project was canned 7 months later.

Maybe the issue was the OK-ness of it all?
Apart from the killer tagline there was nothing that remarkable about the rest of the package.

It didn't polarise anyone. No-one loved it, no-one hated it. It was just OK.
Big mistake in any youth marketing effort.

Perhaps Coca Cola could have learned something from the these fictional products used as part of the promo for the Sex Pistols movie 'The Great Rock'n'Roll Swindle some 13 years earlier.

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