Word: sodas
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Dates: during 1990-1999
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BUSINESS: Is Coke's OK Soda the Real Thing...
...Message left on the 800 line set up to promote OK soda...
BELIEVE IT OR NOT, COCA-Cola actually paid its advertising agency to plant that message on a hotline for its newest product. But then, trashing its own claims is just part of the campaign for OK soda, a bubbly, mildly fruity drink for teenagers and young adults that Coke hopes will be its next blockbuster beverage and that the company is testing in nine cities from Boston to Seattle. With OK's deliberately drab cans and pseudo-Zen profundities ("What's the point of OK soda? Well, what's the point of anything?"), Coke hopes to capture a generation that...
...course, little is completely new in this marketing strategy. Getting messages across to audiences that don't fully realize they are receiving them is as old as the subliminal spots for popcorn and soda that advertisers flashed on movie screens in the 1950s. More recently, for instance, mtv blended commercials for a Pizza Hut delivery service with its regular programming by showing pizzas arriving by horseback or out of the ocean for its video jockeys...
Rather, over the past few weeks, while most of us have been burrowed away in our rooms guzzling bad coffee from the dining hall or OK! Soda, a number of our peers have been in action in sporting events across the country...