The latest Coca-Cola commercial telling everyone that they have “Nailed It.”  It really hits us over the head with the Nailed It line but what else is it about?

It is a good example of the self congratulatory commercial that makes the advertisers feel good, as they pat themselves on the back.

But does it do anything for their relationship with their consumers or increase their sales?  I don’t think this type of advertising works for increasing sales.

It might make your corporate team feel good.  In reality, it is like wearing a dark blue suit and peeing yourself.  You have a nice warm feeling; you still look good, and no one else really notices.

Instead these advertisers are just hammering us with “nailed it” in a way that leaves any other message lost.

Is this a sign of the Trump-times?  Where bragging and strutting is the only message that counts?

Or does Trump’s braggadocio give companies the permission to believe that they can advertise with unsupported bragging and chest pounding?

While Coca-Cola may be a quintessential US product, the product has had a long slide over the past decade with soft drinks experiencing a 12 year decline.  Coca-Cola has diversified its brands to maintain corporate growth.

Other US companies have taken this same tack with truck companies telling us they are great, one even makes a symbol of their competitor bow down to them.

Is this new? No.  Remember the cola wars from the 1990’s?  Did they help?  There were also TV commercial wars between cell phone companies, insurer, cars, batteries, headaches remedies and others.  Overall, it can elevate the advertising spending and therefore the category awareness — but not the consumer preferences.

I have served on industry arbitration boards trying to resolve some of these conflicts and was always struck by how internally focused the advertisers were.  It was all about them and their competitors and never about what their customers, or potential customers.  They seem blind to the fact that consumers were wise to their petty feuding.

This type of advertising also leads to a lot of exaggeration and hyperbole, and as a result consumer mistrust.  It does not improve credibility – which can be enhanced with a third party endorsement, but not a self endorsement.

Advertisers who try to pound us in the head don’t always get our willing appreciation or sales appreciation.  But we just get a headache from them,

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1 Comment for this entry

  • Murff

    The idea behind the Coke commercial is that Coke really tastes like Coke. I was shocked to learn that! LOL.

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