Coke plays it by ear
It’s not uncommon that one gets a song stuck in one’s head. But did you know there are specific reasons why certain songs tend to stick more than others? According to the American Psychological Association, these songs are called “earworms”. They’re typically fast, with a fairly generic and easy-toremember melody but with some particular intervals, such as leaps or repetitions that set them apart from the average song. The association last year completed a large-scale study of earworms, you see. Their findings show that these are some of the most popular earworms: “Moves Like Jagger” by Maroon 5, “Bohemian Rhapsody” by Queen and “Poker Face” by Lady Gaga. This column is not about songs. It’s about Coca-cola. Every time I write about the group that song from their 1970s “Hilltop” ad pops into my head. You know it.
“I’d like to buy the world a Coke/ And keep it company . . .”
Earworms are also more likely to get more radio time, be featured at the top of the charts and used by advertisers. That ad remains one of the brand’s most iconic. It was filmed in Italy and was aimed at celebrating the diversity of cultures and the unification that the brand engenders. It really is one of the most enduring and universal consumer connections, Coke is sold in every country except Cuba and North Korea.
The original 35 mm footage on which the commercial was filmed is housed in a vault in the Library of Congress — the research library that officially serves the US Congress and is the de facto library of American culture. Its likely that the 45th president of the US didn’t watch the ad.
In the US this week, “ride-or-die” Coke Zero devotees were hissing at the Nyse-listed company after it announced that it would do away with its no-sugar soda iteration. In its place will be (drumroll) Coca-cola Zero Sugar. It’s basically just a makeover — both diet sodas are sugar-free and contain the same artificial sweeteners.
This is the important bit from new Coca-cola boss James Quincey: “Coca-cola Zero Sugar comes in more of a red visual identity, more of a red can, with more of a red label and will actually help people stay in the Cocacola franchise.”
Coca-cola Zero Sugar is already sold across Europe, the Middle East, Latin America and even Africa (we have it here already).
e:
Adapt or die
Coca-cola is putting money behind it because it’s a strong seller — it grew in double digits in the second quarter ended June 30 — this in a market of falling soda sales as consumers switch from high-sugar and high-calorie drinks to healthier beverages. The current campaign represents the biggest investment it’s made in the brand since its launch in 2005.
Coca-cola, like rival Pepsico, is cutting sugar from its products as more countries implement taxes to combat rising rates of obesity and diabetes. They have both come to realise that to keep people drinking sugary cola will be challenging. Adapt or die. In Coca-cola’s case they’re becoming a total beverage company instead of a soda company, and in so doing lessening reliance on their namesake.
They now sell tea, water, milk and smoothies.
Coca-cola doesn’t have the buffer of a snacks business like Pepsico, so it’s doing two other main things: pushing high-margin mini-cans and refranchising bottling operations to move away from the capital-intensive and low-margin business of bottling. That song is still stuck in my head.