Copy rights

In January 2012, preparing for an interview with multinational creative advertising agency, I came up with a concept for a Coca-Cola product which would be sweetened with natural sugar alternative Stevia. I designed a re-brand with Coca-Cola re-made in green, and called it Coca-Cola Tru, along with a bunch of insights about this new, imaginary product.

Here’s what I wrote, as part of my application:

In 100 words what else could Coke make apart from soft drinks?

The Coca-Cola Brand has been used to sell a disparate range of products from tee-shirts to key rings, in addition to nostalgia products. Coca-Cola also acts as an umbrella company to a range of other soft drinks.

It’s a trick question.

Coca-Cola should stick to making soft drinks. To diversify would be to water down the brand.

 Insight

Coca-Cola’s drinks are increasingly  viewed as bad for you. The public are  aware of sugar and sweeteners’ toxicity. Coca-Cola products need to be reframed to appeal to an increasingly health-conscious market.

Coca-Cola should respond to strong consumer demand for great-tasting drinks that contain ingredients from natural origins, as well as fewer calories. Coca-cola should introduce Stevia plant-based sweeteners in its low calorie soft drinks.

The Agency do Coca-Cola’s marketing and advertising, particularly in South America. I never got the job, but then this happened:

http://www.dailymail.co.uk/news/article-2372792/Sure-real-thing-GREEN-Coke-launched-Argentina-natural-sweetener-fully-recyclable-bottle.html

Suffice it to say, I’m a little pissed off.