Comments on: Discovering the Coke Side of Life http://www.thirdwayblog.com/coca-cola/discovering-the-coke-side-of-life.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: ThirdWay Advertising Blog » Blog Archive » Coca-Cola’s Magical Mystery Tour http://www.thirdwayblog.com/coca-cola/discovering-the-coke-side-of-life.html#comment-393 ThirdWay Advertising Blog » Blog Archive » Coca-Cola’s Magical Mystery Tour Wed, 05 Jul 2006 23:04:30 +0000 http://www.thirdwayblog.com/?p=185#comment-393 [...] What Works: Although it is hard to argue that this spot is positioned quite as well as Wieden USA’s marquis spot for the brand (see our review here), it is a marvelous feat of imagination. This work from Wieden + Kennedy’s Amsterdam office shows a startling ingenuity which is absent from most of the advertising for this category. As we have noted previously, we believe that the strongest position for brand Coca-Cola is as a social connector. Coke brings people together and is uniquely connected to the best moments in our life. This spot does not argue with this positioning for Coke but expands on the magical nature of the ‘reason why’ Coke is able to connect people. Although the brand user in this spot is a solitary young man, Coke brings an entire social experience into the bottle he purchases. The concept of the drink bringing group happiness to an individual may be difficult in theory but it is executed well in this spot. [...] [...] What Works: Although it is hard to argue that this spot is positioned quite as well as Wieden USA’s marquis spot for the brand (see our review here), it is a marvelous feat of imagination. This work from Wieden + Kennedy’s Amsterdam office shows a startling ingenuity which is absent from most of the advertising for this category. As we have noted previously, we believe that the strongest position for brand Coca-Cola is as a social connector. Coke brings people together and is uniquely connected to the best moments in our life. This spot does not argue with this positioning for Coke but expands on the magical nature of the ‘reason why’ Coke is able to connect people. Although the brand user in this spot is a solitary young man, Coke brings an entire social experience into the bottle he purchases. The concept of the drink bringing group happiness to an individual may be difficult in theory but it is executed well in this spot. [...]

]]> By: Scott Cromer http://www.thirdwayblog.com/coca-cola/discovering-the-coke-side-of-life.html#comment-392 Scott Cromer Sun, 21 May 2006 18:12:22 +0000 http://www.thirdwayblog.com/?p=185#comment-392 Hey David, I'm on the planner who works on Coke (at W+K). I passed along your comments to Dan W. and he was very impressed with your thinking. Of course, who wouldn't be pleased with the positive review you gave us. Anyway, I'd love to learn more about Third Way Advertising. i really value and admire the way you guys evaluate ads. Hey David,

I'm on the planner who works on Coke (at W+K).

I passed along your comments to Dan W. and he was very impressed with your thinking. Of course, who wouldn't be pleased with the positive review you gave us.

Anyway, I'd love to learn more about Third Way Advertising. i really value and admire the way you guys evaluate ads.

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