Ad News

This year marks the 125th anniversary for Coca-Cola. Diet-Coke, which was introduced in 1982 will have a new, limited-edition can that will be available in September. Coca-cola is sold in 200 countries and is consumed 1.7 million times a day, which makes it difficult to keep the design of the can appealing and fresh to consumers. Diet-Coke is already the number one selling diet soft drink in the world, so increasing brand awareness is not a main purpose of the new can design. Coca-Cola is trying to reinvent itself and keep its current customers satisfied by spicing up the look of the can for a short period of time. Brand director William White states that, "Fall is all about new looks and new energy, making this a great opportunity to give the Diet Coke can design a refreshing uplift that celebrates the season."

Source:

http://www.adweek.com/news/advertising-branding/diet-coke-gets-new-look-fall-134138

How this relates to advertising:

Companies that have been around for a long period of time and are already well-known across the world do not have the main focus of increasing their customer base. These companies use advertising to maintain brand loyalty. In this case, Coca-Cola is looking to please its already existing customer base by giving them a fresh looking can to purchase rather than constantly using the same design which may bore consumers and lead to a loss in interest of the product.

Questions:

Do you think the new can look will increase brand loyalty for Coca-Cola?

What else can Coca-Cola do in order to increase brand loyalty?

2nd Advertisement

Source: http://www.adnews.com.au/adnews/motor-accident-commission-given-green-light-on-anchor-campaign

This news is about an advertising campaign by The South Austrailian Motor Accident Commision that was questioned by many for being offensive but was recently approved by the Advertising Standards Bureau. The outdoor billboard advertisement says "Don't Drive Like A" and then has the letter 'W' followed by an anchor. Many people complained about the advertisement using the anchor to express a profanity. People also complained about having to explain the advertisement to children who do not understand it and having to explain to them the profanity that is used in the advertisement. The Advertising Standards Bureau ruled that the use of an anchor is not expressing a profanity and the billboard is suitable to be put on display.