Comments on: Lighting it up at the Coca-Cola Company http://cultureby.com/2006/02/light_it_up_at_.html This Blog Sits At the Intersection of Anthropology and Economics Sat, 20 Mar 2010 18:35:11 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Greg Chesterton http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4757 Greg Chesterton Thu, 30 Mar 2006 17:34:26 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4757 <p>I'm a card-carrying analyst. If you're wondering if the sparkle campaign ads value to the brand, let me say this. The girl in the diet coke commercial is enough to make me buy a case of diet coke, buy some roller skates, buy a convertible, and buy a house in Malibu.</p> I'm a card-carrying analyst. If you're wondering if the sparkle campaign ads value to the brand, let me say this. The girl in the diet coke commercial is enough to make me buy a case of diet coke, buy some roller skates, buy a convertible, and buy a house in Malibu.

]]> By: jim crave http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4756 jim crave Tue, 07 Mar 2006 00:05:59 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4756 <p>how and where can i get a copy of the haircut ad</p> how and where can i get a copy of the haircut ad

]]> By: Alena Amott http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4755 Alena Amott Fri, 03 Mar 2006 20:47:24 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4755 <p>What is the name of the song that plays during the new "Haircut" commercial. It is not the Goody Two Shoes Song, it is some girl singing about love or something.</p> What is the name of the song that plays during the new "Haircut" commercial. It is not the Goody Two Shoes Song, it is some girl singing about love or something.

]]> By: Grant http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4754 Grant Mon, 20 Feb 2006 19:13:31 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4754 <p>Tom, great spot! Thanks, Grant</p> Tom, great spot! Thanks, Grant

]]> By: Tom Guarriello http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4753 Tom Guarriello Mon, 20 Feb 2006 11:19:16 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4753 <p>The music is an interesting wrinkle in the "Light It Up" ad. The song is "Goody Two Shoes" (playfully distancing the adventursome protagonist from that most uncool of monikers) sung by Adam Ant, early 80s gender-bricoleur.</p> The music is an interesting wrinkle in the "Light It Up" ad. The song is "Goody Two Shoes" (playfully distancing the adventursome protagonist from that most uncool of monikers) sung by Adam Ant, early 80s gender-bricoleur.

]]> By: Graham http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4752 Graham Sun, 19 Feb 2006 22:12:13 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4752 <p>Thanks for the spirited comment. Challenge excepted. My argument is simple. In and of itself, Coke is sweet, bubbling water with caffeine. That's all. That is stands for all the things it stands for (America, fun, refreshment, Christmas, etc.) is due to advertising. Which is to say some of the very substantial value of the brand comes from advertising. For Faucher airly to dismiss the value of advertising is to this extent sensationally wrong. Bad advertising, certainly, can have no effect. (Unless it's as bad as the Burger King superbowl ads in which case it might have a negative effect.) But great advertising can create meaning for the brand and value for the shareholder.) Hope that gets at it. Thanks for your challenge. Much appreciated! Best, Grant</p> Thanks for the spirited comment. Challenge excepted. My argument is simple. In and of itself, Coke is sweet, bubbling water with caffeine. That's all. That is stands for all the things it stands for (America, fun, refreshment, Christmas, etc.) is due to advertising. Which is to say some of the very substantial value of the brand comes from advertising. For Faucher airly to dismiss the value of advertising is to this extent sensationally wrong. Bad advertising, certainly, can have no effect. (Unless it's as bad as the Burger King superbowl ads in which case it might have a negative effect.) But great advertising can create meaning for the brand and value for the shareholder.) Hope that gets at it. Thanks for your challenge. Much appreciated! Best, Grant

]]> By: Graham Hill http://cultureby.com/2006/02/light_it_up_at_.html/comment-page-1#comment-4751 Graham Hill Sat, 18 Feb 2006 16:02:01 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4751 <p>Grant</p> <p>And what if John Faucher is right; that in the saturated and over-carbonated soft drinks market in the USA that it really is non-carbonated drinks and innovation that will drive Coke's future success rather than more incremental advertising?</p> <p>Your simple dismissal of Faucher without presenting any evidence to counter his argument is not up to the fact-based standards I would expect of you.</p> <p>I challenge you to prove your point and disprove Faucher's with more substantial evidence.</p> <p>Graham Hill<br /> Independent Marketing Consultant<br /> </p> Grant

And what if John Faucher is right; that in the saturated and over-carbonated soft drinks market in the USA that it really is non-carbonated drinks and innovation that will drive Coke's future success rather than more incremental advertising?

Your simple dismissal of Faucher without presenting any evidence to counter his argument is not up to the fact-based standards I would expect of you.

I challenge you to prove your point and disprove Faucher's with more substantial evidence.

Graham Hill
Independent Marketing Consultant

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