Coca-Cola Blak looks kind of yucky to us. But what do we know? We’re not some MBA egghead with a background in market research.
Um…well, actually, we are.
We just haven’t researched Coca-Cola Blak. From the Atlanta Journal-Constitution:
Two years ago, a team inside Coca-Cola’s headquarters began a top-secret mission called Project Black. The idea was to create a pick-me-up drink for the over-30 crowd … This week, the final result arrives at convenience and grocery stores. Called Coca-Cola Blak, it is a coffee-cola fusion in a dark glass Coke bottle with gold lettering…
The company tested about 25 names, which were dreamed up by marketing experts at outside agencies. Just for kicks, executives also tested the name Black, since they had been using it as a working name. Black tested well. The spelling changed to Blak so the company could copyright it, said Marc Mathieu, senior vice president for carbonated soft drink core brands, marketing strategy and innovation…
In November, Coke selected advertising agency Fitzgerald & Co. to create a campaign for Blak. The target consumer is “a savvy, sophisticated achiever,” said Katie Bayne, senior vice president of Coca-Cola brands in North America and White’s boss…
Before a December meeting with analysts and investors, waiters served ice-cold Coca-Cola Blak in the lobby of the Hudson Theater in New York. Later, from the podium, executives confirmed long-rumored plans for the drink…
A public relations campaign commenced in March. The company sent reporters cardboard boxes decorated with the logo, containing two bottles of Blak, a press release and a disk with pictures of the product. This month, advertisements will appear in publications such as Food & Wine, Real Simple and People, and a special event will be held in Times Square. Samples will be handed out at events across the country…
This week, CCE plans to host Blak pep rallies with its rank-and-file employees. Expect to see CCE drivers wearing Blak hats and T-shirts, [Coke's Terry] Fitch said.
“We are excited about this,” said Fitch, who said he was drinking a Coke Blak during the phone interview. “Innovation is really driving our business right now.”
Innovation … and lots of caffeine.
Technorati tags: PR, Public Relations, Marketing
Tags: Coca-Cola, Coca-Cola Blak, Coke, dallas brand strategy, dallas branding agency, dallas pr, dallas public relations
Looks icky. But – I’d try it.
And for this they killed Vanilla Coke?
I could use the caffeine right now, still trying to get caught up on stuff.
Robert, the best way to have a Vanilla Coke is at a NYC deli… they put just the right splash of vanilla in there, on request – a better “secret formula” than the suits at Coca Cola ever thought up.
Kind of like Buzz Beer on the ol’ Drew Carey show.
Hmm. Looks like one can, in fact, have too much caffeine, as proven by the good people at Coke. You start hallucinating.
Since I wouldn’t have a personality without caffeine, maybe I’d try it – IF they were passing out samples. But, the name and bottle design is – well – blech.
I was drinking vanilla Coke before it was cool
I like it homemade too Todd.