In yet another example of companies that “just don’t get it”, Coke is giving a chilly response to some free publicity as some Diet Coke and Mentos fans have used the two products in tandem with some entertaining results. The video of this phenomenon is spreading virally across the internet.
Here’s what the Coke old spokes-fogey Susan McDermott said in the article…”It’s an entertaining phenomenon. We would hope people want to drink it more than try experiments with it.”…McDermott also said that the “craziness with Mentos … doesn’t fit with the brand personality” of Diet Coke.
Let’s see. Some of your loyal customer base is generating free publicity for your product and spreading it virally. Those people and others they inspire are buying OVER 100 2-LITERS each of your product to pull this stunt off. This CGC has reached over 800,000 people so far FOR FREE. But you’re acting like a strict mother at the dinner table saying “Quit playing with your food and drink it” If some of my customer base is helping me to sell over 100 bottles of my product at a pop AND generating free ad/PR value…..I wouldn’t care if they bathed in it.
And by the way…the “brand personality of Diet Coke” could use some freshness anyway. Yet another example of what I beat my head up against the wall saying everyday…You are not in charge of what the brand stands for. You can nurture and help shape the brand. But in the end, the consumer dicates the brand.
The WSJ article compares the actions of Coke to that of FedEx when they cease&desisted themselves out of the free publicity they were getting from the FedEx Furniture guy. The comparison is straight on. It looks like Coke would have learned from the bad PR that the FedEx incident generated. When will companies start learning the lessons of the new marketing framework from other companies’ mistakes?
Mentos is embracing this, encouraging it, and riding it for all it’s worth. Good for them. (The Fresh-maker!)
Coke is not it. (The Stale-maker!)
UPDATE:: Sorry. I got so carried away with the rant that I forgot the fun part. You can view the original video here. It’s supposed to simulate the water fountain show in front of the Bellagio in Las Vegas.