Coke has done well, you've got to hand them that. They have succeeded in setting the platform for “trendy” and “manly drinks” with their launch of Coke Zero. And with the use of James Bond, men now no longer feel ashamed of drinking a diet drink, ‘cause if 007 likes his Coke Zero shaken not stirred, then so do we!
Then, ofcourse, I watched the Pepsi Max “I’m Good” advert that was launched for the 2009 Super Bowl. I was pleasantly surprised with its new and refreshing approach. Yes, I know sex sells, and I know you know sex sells. However, instead of using sultry attractive women and charmingly handsome men, they’ve used normal men. Just plain old normal guys. And guess what - normal guys sell!
In Pepsi’s case it seems that it’s not the men that are changing to suit the drink, the drink is changing to suit them. So move over 007, ‘cause here comes the everyman to do as the slogan says and “refresh everything”.
Even just their names seem to say a lot - Coke ZERO. Pepsi MAX. You decide.
