Coca-Cola (KO) has decided to market its flagship product as a way for people beaten down by the recession to feel better about themselves and the world around them.
The soft drink company is launching a new advertising campaign that makes Coke seem like a sorcerer’s brew to cure all of life’s problems.
According to The Wall Street Journal, new ads will employ optimism to sell Coke. "In a tough economy, the stakes are even higher for Coke to maintain its image as a beacon of comfort and optimism."
And, why not? Drinking Coke is cheap and, except for the sugar crash that comes when the effects of downing a can of soda have worn off, it stimulates the system. The load of calories should not cause a concern, as long as people are not sedentary.
Other than that, Coke is just fine.
Douglas A. McIntyre