Damn, if I could figure that out.
That's bad news for Diet Coke, which is struggling to matter in the post-soda era. The three new flavors were to re-stimulate attention for the brand. But, among generations Y (Millennials) and Z (iGen), soda of all kinds is totally yesterday.
No, don't serve or bring Diet Coke to your next social event.
Like the commercials for Tide, Bud Light, and Rocket Mortgage, for Diet Coke, there was an obvious disconnect between the content of the commercial and the message.
Much of that seemed to be caused by:
- Too many gimmicks, which had too long lead-ins. Sometimes, as with Tide, there seemed to be two ads. One was the lead-in. The other was the focus on the actual product.
- Too much cool. The prevailing ethos this Superbowl commercial season seems to be a determination to be cool, in a supposed youthful way. But youth is probably rolling their eyes at corporate creative types simulating what they assume is cool.
- Trying way too hard. That is downright annoying. The best commercial messaging comes across as effortless.
Better luck next year, out-of-touch Don Drapers.
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