I’ve been a Coke drinker my whole life, but when I saw this billboard outside Detroit, I was confused. I’m a marketing person. From a marketing perspective, I’m questioning your goal? Who are you trying to reach? The implication seems to be that you think this market is made up of a bunch of cocaine users. Because that message would only sit well with a cocaine user – a fist bump kind of thing from one user to another. For those of us who are not cocaine users, it’s offensive. The message, “You’re on Coke” isn’t true and why would I want to identify with those who are, or be categorized as such. This is not to mention the poor judgement in the glorification of drug use – as if being on coke is a good thing.
I understand stirring up controversy is a marketing tactic, but you missed the mark with this one. While high-fiving may go on between drug users, it eventually has a sad ending. A corporate brand perpetuating a drug culture is just plain irresponsible. Apparently I’m not the only one who feels this way. The Coca-Cola advertising executives recently responded to Adweek dancing around the issue and denying it had anything to do with drug use. Really?
Sincerely not high or stupid,