AB­SO­LUTE LACK OF ORIG­I­NAL­ITY

ArabAd - - ADTALK -

Coca-cola wanted ev­ery­one to imag­ine a world with­out la­bels and to push for­ward in that di­rec­tion, the bev­er­age com­pany has dropped its own. It has in­deed in­tro­duced in the Mid­dle East re­gion, dur­ing the Ramadan pe­riod, and through its agency FP7/DXB, a new ver­sion of its iconic red-and-white can. The new red can fea­ture Coke's sig­na­ture dy­namic rib­bon with­out Coca-cola nam­ing on it as it is in­tended to pro­mote open-mind­ed­ness and tol­er­ance. The back of the can bears the mes­sage "La­bels are for cans, not peo­ple." Along with this, an ac­com­pa­ny­ing video stress­ing on the idea be­hind the cam­paign was re­leased, where six men were shown dis­cussing their lives in a dark room. When the lights came on, pre­con­cep­tions about each oth­ers were com­pletely shat­tered.

Although many thought--as it ap­peared from the feed­back on so­cial media plat­forms--this was a cre­ative and in­no­va­tive idea, it quickly ap­peared that what Coke did was noth­ing new to the mar­ket­ing world. As a mat­ter of fact, Joe La Pompe, the in­fa­mous copy­cat hunter, re­leased on his web­site a sim­i­lar ex­e­cu­tion to Coke's con­cept.

Done for Ab­so­lut Vodka few years back, the tagline for the "Ab­so­lut no la­bel" cam­paign read: "In an Ab­so­lut world, there are no la­bels". The vodka com­pany's cam­paign was also de­signed to tackle prej­u­dice, how­ever, the slight dif­fer­ence is that it was aimed at show­ing sup­port to gay rights. The naked AB­SO­LUT bot­tle, with no la­bel and no logo, was launched glob­ally in the fall of 2009. A dis­crete and easily re­mov­able sticker with the cam­paign man­i­festo en­cour­aged con­sumers to dis­card their la­bels and to visit ab­so­lut.com/no­la­bel - a blog dis­cussing la­bels and prej­u­dice as­so­ci­ated with the LGBT com­mu­nity.

So again, we are ought to won­der if orig­i­nal and fresh ideas are no more in advertising… When two bev­er­ages com­pa­nies launch lim­ited edi­tion naked bot­tles/cans in or­der to fight prej­u­dice, ques­tion­ing orig­i­nal­ity in advertising is le­git­i­mate and won­der­ing if there is copy­cat in­fringe­ment here is also in­valid. Well, you be the judge!

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