Normally I am a big fan of Coca-Cola’s advertising, but I don’t understand their new “Diet Coke, It’s Mine” campaign. 

Their advertising claims: “each bottle is unique.” But if you look at the bottles, unless the variation is some nearly-invisible minor tweak, they all look the same to me.

Even if the bottles were different, I am not sure what difference it would make in beverage sales. It could even be working against them as sales for Diet Coke declined in North America and Europe in the first quarter of the year.* 

I don’t do well with gimmicks, and this seems to fit the bill. If you want to make changes for a good purpose, go for it. If you want to alter your design to fit the season or commemorate an event, knock yourself out. But the point of “millions of unique looks” escapes me, especially when they all look the same.

Be cautious about using the word “unique.” Chances are the only thing unique about it is your belief that it is.
beth triplett

*Source: Coke’s namesake sodas see declines from the Associated Press in the TH, April 21, 2016, p. B5.

About the Author leadership dots by dr. beth triplett

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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