Top Story

Home >> Advertising >> Article

Coke's anti-social media ad generates social media buzz

24-February-2014
Font Size   16
Coke's anti-social media ad generates social media buzz

Do you want to get rid of compulsive texting, tweeting and Facebooking? Coke has the solution to our manic obsession with smartphones. Coca-Cola has started advertising a product called the ‘Social Media Guard’, which is a giant, Coke-branded funnel, covering the face in order to contain oneself from obsessive use of cell phones. The online video says that the ‘Social Media Guard’ takes the ‘social’ out of media and puts it back into your life. Don’t be surprised if you see people flaunting this new accessory - the Coke-branded funnel.

Coke explained, “Did you know that the world spends four million years online every month? If you’re watching this video on your mobile phone, it’s time to put it down. Look around you, there is probably someone special you can share a real moment with. Enjoy it with an ice-cold Coke.”

The ad mocks people who spend time on their phones during a dinner date, parents who ignore their family while dining, people who share pictures of their meals, and kids who are busy watching cat videos on their phones and ignoring their actual pet cats. It urges people to spend time with family, friends, pets and enjoy the beauty of nature. So, is Coke’s ‘Social Media Guard’ going to become a nightmare for Zuckerberg, who spent $19 billion on buying WhatsApp?

Watch the ad here…

Harshil Karia, Co-founder & Online Strategist, FoxyMoron remarked, “I think the style of the commercial is very unlike Coke in its treatment and tonality. It tries to be cheeky and over intelligent. Everything Coke does usually brings a smile to your face because of its gooey happiness and ability to surprise you for being 'good smart'. This one is just a little predictable and to some extent, even lame.”

The curious irony is that the anti-social media video has gone viral on social media with over 19 lakh hits on YouTube. The activity has garnered mixed responses on Twitter with tweets such as “Coke’s Social Media Guard - lets you enjoy life again - Is it ironic if I post this on social media?”, “Coke’s ‘Social Media Guard’ encourages you to enjoy a real moment” and “Funny advert from Coke’s 'Social Media Guard' - just need a guard now to stop people from drinking Coca-Cola.”

However, Karia added, “I don’t think it’s an irony. That people are on social media all the time is also a point of conversation on social media. So it helps people say "Oh damn! That's like someone I know" and hence innately shareable. Anything that’s topical and well-made is bound to thrive on social media.”

Nestle Kit Kat also created a Free No-Wi-Fi Zone and within a radius of five meters, they blocked all signals so that people could escape e-mails, updates, and other digital distractions. The brand wanted people to take a break and enjoy a good old newspaper, genuine conversations while munching on a Kit Kat, of course.

Sachin Kumar, Senior Business Director, Maxus Interaction said, “I personally think that it is an interesting device as it fits in with their objective of driving the ‘Consumption of Coke over meals with family’. But I doubt the actual usage of the product.”

“Being social has become the basic need for this ‘always connected breed’. And for these people anything that has high social worth becomes important to fuel a conversation in the social space. And as a subject ‘Counter Points’ are always the favorite for this kind of audience to drive home a point and this is certainly making a counter point on our social behavior and we are creating more buzz about the brand in the social space. Also, it is human behavior that if something is forbidden or frowned upon, then we tend to do that thing even more,” he added.

It is a good strategy by Coke to get people closer but will this actually be a cure to people obsessed with their phones? People will probably try to peep through the funnel to catch the latest updates on their phone or create holes in the cone to access their device.

Though the disruptive innovator has once again taken the audience by surprise, but the social media addicts seem unaffected. They are still tweeting, texting and Facebook-ing.

 

Tags Coca-Cola Social Media Guard Kit Kat Whatsapp Harshil Karia FoxyMoron Sachin Kumar Maxus Interaction Twishy

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'