(17 votes, average: 3.71 out of 5)
Here’s another ‘Happiness’ stunt in Coca-Cola’s growing line of experiential/ambient activations. This time created out of a Coca-Cola truck that transforms into a community dinner party with a seemingly weird mechanical drink delivery mechanism… They grabbed a famous chef, headed to a beautiful village in Naples and unveiled a semi fine dining experience for anyone who walked by. Weirdly for Coke… It’s only managed an extremely modest 40,000 YouTube views so far, which is actually pretty poor when they have over 80,000 YouTube subscribers. What do you think?
This smells a bit like ‘hey don’t forget Coke is a great accompaniment to meals’ but not sure it stacks up as content. Feels more like an ad. Nice, but not must see stuff.
It’s a sound approach to build on the emotive and self-expressive power of ‘happiness’ as the brand emotion, but here they’re adding confusion through the focus on food. A different form of consumption (not Coke, basically) and thus it seems a little strange.
[...] Digital Buzz Blog – [...]
Made me smile. Job done. No post rationalization or over strategic analysis needed.
Made me smile. Job done. No post rationalization needed.
This is awful. I doubt a grandmothers or even people older than 24 enjoy coke in Naples. Even less associated to good food.
I’m French and semi-fine dining with coke is sacrilegious. And why is there accordeon? That’s the French stereotype, not Italian one.
Basically it’s like throwing the American symbol in the least American setting with the least American people, not understanding the people they’re doing this to. I’m 200% sure all these people were like “ok now that the camera stopped rolling, we can stop the BS and we get out the bottle of wine?”
This is advertising community masturbation and it disgusts me.