Coke's Tongue-In-Cheek Ad Takes a Licking
Opinion and Insight 379 Add to collection
System1 takes a look at how the wacky Coke ad faired with its Ad Ratings service, tracking responses that include disgust, contempt, and happiness
Tongues have been wagging in the System1 office over Coke’s new ad, in which a young person takes a swig of the drink and finds herself whisked down her personal memory lane accompanied by a colossal animatronic tongue. Not the subtlest of ideas: the strategy in this case (“taste the feeling”) isn’t just showing, it’s dancing, nudging, munching popcorn, bungee jumping and shoving you down a mountain.
What do people think of it, though? Within a day of airing, the spot showed up on our Ad Ratings service, which tests every new ad on US and UK TV (in major categories) to predict short- and long-term effectiveness.
Every ad on Ad Ratings gets a Star Rating representing the potential of the creative to amplify spend and drive long-term growth. It runs from 5-Stars (which is exceptional but very rare) down to 1-Star (which is poor but very common).