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Coke looks to Apple\'s iPod for lessons

updated 08:00 pm EST, Fri March 31, 2006

Coke studies Apple\'s iPod

Coke is taking a page from Apple's lesson book. The world's largest soft drink company has taken time to study the message and advertising behind Apple's "Silhouettes" campaign before launching its own "Welcome to the Coke side of life" advertising blitz this weekend, according to Reuters. Coke representatives said that the company studied Apple's print and outdoor communication and also said that the message had a lot of "clarity," serving as a reminder about the product to consumers on the move, according to the report. "It is important with big brands that we evoke the feeling of what we are trying to say to people as opposed to telling people. You feel what the benefit of iPod is in the creative," said Esther Lee, Coke's chief creative officer.

Coke said that it was trying to do the same with its advertising. While some have reservations about the campaign, the report says that Coke is going a step further to grab consumers' attention with some "billboards hold just the image of the Coke bottle with the splash of color from the bottle spilling all over the facade of the building it is mounted on."

While Apple's Silhouettes campaign has drawn some praise from the industry -- including winning two Gold Effies -- recent iPod advertising has drawn fire from Lugz footwear, who has sent a cease-and-desist letter to both Apple and its advertising agency TBWAChiatDay over its latest television spot for the video iPod and says its prepared to fight for its rights.

by MacNN Staff





  1. Peter Bonte

    Joined: Dec 1969



    It looks like Apple being a popular item for this years April fools jokes.

    We'll know tomorrow what to believe and what not, let the show begin. :)

  1. Kobra



    Shade of Amber Silhouette

    Long before Lugs had their commercial (which I don't remember ever seeing on TV) there was the begining credits to a movie, The Outsiders. The Outsiders movie - NOT urban footwear - is the first thing that came to my mind when I first saw the Apple ad at the keynote. Come to think of it, Apple has done more for Lugs than Lugs' own original spots did.

  1. LouZer

    Joined: Dec 1969



    Man, I guess all the MacNN posters and Apple-fans were right! Look how apple celebrated their 30 year anniversary. All those announcements yesterday. That new video iPod that also doubles as a telephone, GPS, and vibrator was something. Then those new quad-core iBooks for $500! Who'd a thunk that. Then that 'one more thing!" OMG, I literally wet myself when I heard that. Who would've expected that? Especially with that vegan Jobs running the company.

    But I'm sure that the talk about Apple buying up MS is just that, talk. I mean, sure the sources sound credible and all, but I can't imagine Apple finding anything useful in its purchase.

  1. Gabriel Morales




    Regardless of the marketing campaign, never will sugared water be as exciting as a useful or entertaining portable electronic device.

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