But what happens when your tag line seems to allude to a sub culture of society? In particular the drug culture.
You're On..Diet Coke tag line seems to allude to something a little bit larger than the idea of inspiring young entrepreneurs -- but actually the use of cocaine.
Billboards such as the one pictured above are popping up in cities that seem to illuminate the dreams of the youth -- New York and San Francisco.
As a Public Relations specialist it seems obvious that the new campaign tag line reads you're on Coke. This is particularly emphasized with the color contrast of the read Coke and the smaller diet behind it. Through simply restructuring the sentence, Diet Coke. You're on. it seems less inappropriate but still conveys the same message.
As a member of the targeted audience, and I resident of the San Francisco bay area the message seems confused. I'm on? On what?
After further research and watching the actual commercial the message is better conveyed. Diet Coke is the beverage thats by your side during the largest moments in your life -- whether its nailing the big test, landing investors, or making your dreams come true.
Within the video the phrasing is in reverse, You're on, which I believe elicits the message significantly better than the billboards and adds that are plastered around the city.
Tag lines are tricky. There is no doubt about it, but in an era when everything can be taken the wrong way, drug references should be avoided. It seems in the the creative stages of this project that this should have been assessed and the design of the billboards and advertising pieces should have been better constructed to avoid any confusion or misrepresentation of the brand.
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| Diet Coke Campaign plastered on wall in San Francisco |
For more information on Coke's Blunder!
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