Word: ok
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...After the training session, we did not feel, 'OK now were ready to jump in the campus and tackle all conflicts,'" Cheng says. "There were other issues--how do campus groups feel about having us around, how do we decide who mediates what, issues of confidentiality...
More than their global peers, however, American teenagers share an inveterate cynicism about corporate messages. This explains why in the OK campaign, Coke has set up an 800 number to let drinkers sound off about the beverage, and thereby define it for themselves. In another understated, low- tech move, the company is mailing out chain letters in target markets that mock the outlandish claims that companies often make for their products...
Coke argues that its understanding of teens is based on years of study, including the two-year Global Teenager program that employed graduate students from the Massachusetts Institute of Technology. The OK campaign is only the company's latest effort to extend its dominance over the world teen market: earlier this year, Coke launched its highly successful "Obey Your Thirst" campaign for Sprite, which also pointedly refuses to overpromise by suggesting that the drink will not produce beautiful women or athletic victories but only relieve a dry throat...
...OK campaign was fine-tuned during a year of field study that confirmed Coke's impression that the current crop of teens suffer, along with their twentysomething elders, from an acute sense of diminished expectations. Like many other researchers, Coke saw that teens were concerned about violence, aids and getting jobs, all of which heightened their typical adolescent anxieties. "Economic prosperity is less available than it was for their parents. Even traditional rites of passage, such as sex, are fraught with life-or-death consequences," says Lanahan...
Armed with its findings, Coke set out to address the very real problems that teens face without seeming, on the surface at least, to exploit them. The OK trademark struck company marketers as the ideal solution. "It underpromises," says Lanahan. "It doesn't say, 'This is the next great thing.' It's the flip side of overclaiming, which is what teens perceive a lot of brands do." At the same time, the OK theme attempts to play into the sense of optimism that this generation retains. ("OK-ness," says a campaign slogan, "is the belief that, no matter what, things...