Ever noticed that people who seem to “really have it all together” are able to poke fun at themselves, take negative feedback as an opportunity to learn and improve, and surprise with their capacity to be absolutely, selflessly, honest?
It is often the same with brands, another example of the similarity of people and brands, of how brands take on human characteristics.
However, it is a revelation to see this astonishingly honest ad by Coke.
Is this the beginning of a trend, a measure of maturity of the Coca Cola brand that it is able to spend resources advertising the downside of consumption of the product, or just a mistake, like the appalling blunder with “New Coke” in 1985. Perhaps, my cynical side asks, it is because they make more money out of their other beverage products, and want to switch consumption?
It seems to me that despite all, it really is just a measure of the security that Coke management feels in the strength of their brand. It is a recognition that if they do not talk about the cause and effect between sugar beverage consumption and obesity, and all its problems, others will, and they better have a credibility and a stake in the conversation.