In co-opting the trademarks of the counter-culture–blogs, street art and a passionate cause–to promote an artifically sweetened cocktail of chemicals and flavourings, Coca Cola is demeaning it’s audience. We don’t want an ad agency forming our life philosophy. We don’t want a group of soft drink executives trying to tell us how to live our lives. We just want Coca Cola to ‘fess up to the fact that it’s a profit-driven multinational whose only interest in culture change is the carefully researched chord it might strike into it’s target market.
Coca Cola, welcome to the underground. As others have found out, it’s not always comfortable.