Mentos Loves Diet Coke. Coke Could Care Less

coke_mentos.jpg

While the stunt has been known for some time, many videos of people dropping Mentos into bottles of Diet Coke are flooding social networks and one of the marketers is loving the publicity. Commenting on the 800 or so videos online, estimated to be worth $10 million in marketing value, Mentos VP of Marketing Pete Healy said, "We're tickled pink any it." On the other hand, old-fashioned marketer Coca-Cola really doesn't get it. In a statement that sounds like it's out of a 1950's marketing text book, Coke Spokeswoman Susan McDermott said, "It's an entertaining phenomenon. We would hope people want to drink more than try experiments with it." OK, first, who cares if the crap gets consumed. People have to buy the stuff to do this stunt. It's money in the bank for Coke no matter what. Second, there's this thing called free publicity. Maybe Coke hasn't heard of it but many marketers think it's a really good thing when people talk about and use their products a lot.

Hammering home Coke's idiotic mindset, McDermott further confirmed Coke is years behind in understanding anything beyond millions of dollars of television advertising by saying that the "craziness with Mentos doesn't fit with the brand personality" Gee, Susan, perhaps you ought to listen to your customers once in a while. Occasionally they come up with new uses for your products that...OMG...sell more product!! How stupid can a marketer be?

On the other hand, Mentos is being very smart and is in discussions with two guys who have made one of the craziest videos to form a marketing deal. Let's see. Two guys go to the trouble of buying 101 two liter bottles of Diet Coke, 523 Mentos, film the resulting volcanic eruption and upload it for the world to see. Anyone else think that's a decent bit of free marketing? While formalizing these things into official marketing programs often kills the homegrown buzz that started it all, properly handling this sort of thing can extend the publicity even further. Coke doesn't care though. They still have hundreds of millions of dollars to continue funding the sledge hammer that keep hitting us over the head screaming, "Buy our chemically-processed no-nutritional-value, stomach-rotting excuse for an actual beverage."

by Steve Hall    Jun-12-06   Click to Comment   
Topic: Brands, Consumer Created   

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Comments



Comments

I know it's nitpicking, but I assume you really mean that Coke couldn't care less? A pet peeve. If they could care less, it means that they actually care somewhat.

Posted by: Dale on June 12, 2006 11:58 AM

People are buying the Coke product and talking about the product, and using the product, playing with the product and 800 or so videos on line. What's the problem. I am amazed that Coke even noticed.

Posted by: Roy Coffman on June 12, 2006 12:23 PM

LMAO Steve.

Coke Coke shouldn't care at all. Ignoring this portentially dangerous stunt makes perfect sense.
But we don't visit adrants for things that make perfect sense, do we? ;))

Posted by: art on June 12, 2006 1:08 PM

LMAO Steve.

Coke shouldn't care at all.

But we don't visit adrants for things that make perfect sense, do we? ;))

Posted by: art on June 12, 2006 1:09 PM

Damn Steve. I've only been visiting a few months, but this is the first real Rant I've seen here. The other stuff I've seen is pretty sarcastic, but this rises above. Too much coffee? Not enough coffee?

For the record, I agree with you 100%. Maybe Pepsi should try to work with Mentos and show how Coke to seize an opportunity.

Posted by: Pat Smith on June 12, 2006 2:19 PM

me thinks miss mcdermot has been in her boss' office all morning after boss got a call from ceo saying 'shut this woman up or fire her'.

800,000 hits in one morning? hell-o publicity.

Posted by: dave on June 12, 2006 4:13 PM

The marketing team at Coke is brain dead.
They are suffering losses in India as they cluelessly try and push their cookie-cutter marketing ideas in a country with a 500o year old culture, 1.2 billion people and 800 languages and dialects.
Steve, how come I have not seen anything on Larry Page admitting that Google has compromised its principles in dealing with China. Or is it cool only to bash Coke?

Posted by: Sunil Shibad on June 12, 2006 5:16 PM

The marketing team at Coke is brain dead.
They are suffering losses in India as they cluelessly try and push their cookie-cutter marketing ideas in a country with a 5000 year old culture, 1.2 billion people and 800 languages and dialects.
Steve, how come I have not seen anything on Larry Page admitting that Google has compromised its principles in dealing with China. Or is it cool only to bash Coke?

Posted by: Sunil Shibad on June 12, 2006 5:18 PM

Coke in India was a mistake in the first place. Brain dead, no I think it is simple stupidity.
The Coke answer is simple, throw millions and millions of dollars up in the air and see what sticks. As for Larry Page, what goes up must come down. Page should go to work for Coke, he would fit right in. Hey, I'm just an old flyover state redneck what do I know.

Posted by: Roy Coffman on June 12, 2006 6:44 PM

Just goes to show you there are many other uses - as a cleaning agent or for just pure entertainment - for these chemically-processed no-nutritional-value, stomach-rotting liquids which are killing our society. It's fun to watch but hopefully becomes an eye-opener to the millions who consume this junk (soft drinks). The best thing that could happen is the masses buy it, do the experiment at home (which we have done, btw).... then never buy another C*k* product again. For anyone who is interested in losing weight and living healthy, eliminating soft drinks is a very crucial first step! (http://www.vicebustingdiet.com)

Posted by: Dr. JP Havey on June 13, 2006 10:44 AM

J.P. have you forgoten the fruit drinks (as much suggar as Coke?) Oh by the way Mentos are a health food.....? Even local TV had this stunt as a feature story last night. At least it demonstrates how far local TV has sunk.

Posted by: Roy on June 13, 2006 11:22 AM

Angry man steve.
I have to say. Youre an idiot. Its obvious that coke does like the publicity very much and is only publically stating they dont. If mentos is publically supporting the idea and keeping it alive why does diet coke have to pay any money? Theyre getting *truly* free publicity by not sponsoring the idea. The coke motto is Drink coca cola. hmmm...lets think what their idea of what we do with the product is...drink it! Theyre not going to deviate from what they tell millions of people. They honestly could not care less what you do with it. They say they do to go with the companies image and to not make this what we call bad publicity. You dont say drink coca cola then support a stunt that wastes it and throws it around. Bad publicity, it doesnt work.

Posted by: Kris on June 15, 2006 12:13 AM

Angry man steve.
I have to say. Youre an idiot. Its obvious that coke does like the publicity very much and is only publically stating they dont. If mentos is publically supporting the idea and keeping it alive why does diet coke have to pay any money? Theyre getting *truly* free publicity by not sponsoring the idea. The coke motto is Drink coca cola. hmmm...lets think what their idea of what we do with the product is...drink it! Theyre not going to deviate from what they tell millions of people. They honestly could not care less what you do with it. They say they do to go with the companies image and to not make this what we call bad publicity. You dont say drink coca cola then support a stunt that wastes it and throws it around. Bad publicity, it doesnt work.

Posted by: Kris on June 15, 2006 12:13 AM

Angry man steve.
I have to say. Youre an idiot. Its obvious that coke does like the publicity very much and is only publically stating they dont. If mentos is publically supporting the idea and keeping it alive why does diet coke have to pay any money? Theyre getting *truly* free publicity by not sponsoring the idea. The coke motto is Drink coca cola. hmmm...lets think what their idea of what we do with the product is...drink it! Theyre not going to deviate from what they tell millions of people. They honestly could not care less what you do with it. They say they do to go with the companies image and to not make this what we call bad publicity. You dont say drink coca cola then support a stunt that wastes it and throws it around. Bad publicity, it doesnt work.

Posted by: Kris on June 15, 2006 12:13 AM

Angry man steve.
I have to say. Youre an idiot. Its obvious that coke does like the publicity very much and is only publically stating they dont. If mentos is publically supporting the idea and keeping it alive why does diet coke have to pay any money? Theyre getting *truly* free publicity by not sponsoring the idea. The coke motto is Drink coca cola. hmmm...lets think what their idea of what we do with the product is...drink it! Theyre not going to deviate from what they tell millions of people. They honestly could not care less what you do with it. They say they do to go with the companies image and to not make this what we call bad publicity. You dont say drink coca cola then support a stunt that wastes it and throws it around. Bad publicity, it doesnt work.

Posted by: Kris on June 15, 2006 12:14 AM

Yipes, can you say computer problems? heh.

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