Gods of Advertising

“It’s sacrelicious!”

When I first saw the headline in AdAge, I joked on Facebook that it read like something culled from The Onion or even The Simpson’s: “In major strategic shift, Coke replaces ‘Open Happiness’ with ‘Taste the Feeling.'”  Quite a few people got the joke, among them some fairly heavy breathers from Adland. All of them, like me, were incredulous.

Where to begin? How could a “major strategic shift” result in something as banal as “Taste the Feeling?” Not that “Open Happiness” was any great shakes but “Taste the Feeling.” That’s not a tagline. And certainly not one for the most famous brand in the world.

Many believe the Coca-Cola Company invented modern advertising. We grew up with this icon. As did our parents. And theirs. Coke advertising is so famous that it was featured in the last episode ever of Mad Men. “I’d like to buy the world a Coke” is an unforgettable part of advertising lore, as famous as Apple’s “1984.” Moreover, Coke symbolizes optimism and connectivity like no other brand on earth.

Don’t get me wrong. Coke has had dumbass slogans before. “Coke is it,” anyone? But at least they aimed high. Or for the heart: “Have a Coke and a Smile.” Even lame, Coke advertising always had swagger.

“Taste the Feeling.” Not so much.

Remember when we used to see fake advertising in TV shows – pictures of bottles and pretty girls? That’s where this parody belongs. “Tastes Great! You’ll love it!” I say “used to” because TV has improved over the years. Most quality shows would demand something more real than “Taste the Feeling.”

I’ve heard that taglines don’t matter anymore. It’s all about the content. So, let’s look at the anthem for “Taste the Feeling” (linked in the AdAge article). Perhaps it rises above those sad little words at the end? It does if you’re into 80’s vignettes of Mentos-like Millennials. In one, a hunky Latino falls into a trough of ice water? #WTF

Taste the feeling…of Mentos!

The article quotes the new Coke CMO, Marcos de Quinto as saying Coke had gotten too preachy. His Global VP-Marketing, Rodolfo Echeverria added that ‘Coke no longer wanted to be about “high level” ideas.’

Mission accomplished, fellas.

In my opinion, Coke has to be about big ideas. Sure, little moments in life may be where Coke lives but its marketing must portray them in a concept worthy of the brand. AdAge claims it took ten agencies almost a year to come up with this new campaign. That’s stunning and sad. Yet, I’m willing to bet each one of these agencies had countless better ideas that were rejected by Marcos and his lot. As cynical as I am I know we are better than this. I pray anyway.

To play my own devil’s advocate, I must add I loathed McDonald’s new tagline “I’m Lovin’ It” when it first came out. Still do. Yet, they’ve been riding that mule for over a decade. On that note, happy writing!