In the “Did You Know?” Category


The New York Times takes note of the above ad created by Santo, an Argentine agency.

“When we talked to consumers about Coke, we realized they didn’t know that it has no added preservatives or artificial flavors,” said Cathryn Sleight, marketing director of Coca-Cola Great Britain. “We felt it was important to reassure Coke drinkers of this fact.”

In other words, this is a spot made from research, not creativity.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.