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

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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