Today's age is full of digital interaction. It is much easier now for people to ignore the "now" in front them and engulf themselves in the digital world at one's fingertips. Social networks, videos, shows, and other content bombard the senses.
People will look, watch, or browse anything — as long as they don't have to talk to people.
But what if they were thirsty?
Coke put that question to the test with its "Friendly Twist" bottle vending machine to see how college freshmen would interact with each other when they found out that they needed another person (or, in the total solitary sense — two bottles) to open a single bottle for refreshment.
Take a look.
Cute idea, right?
For some reason, this stunt was being blasted in the comment section when AdAge covered it. Apparently, there are plenty of people who know better than Coke's advertising team.
In any case, it got the positive attention the ad was designed for, reaching nearly 5.6 million views on YouTube, and countless posts like this covering it and exclaiming how good or bad it was.
In our opinion, there is nothing wrong with these kinds of activities. Coca-Cola, since its beginning, has been about maintaining the brand and pairing it with enjoyable experiences. Kudos to them for sticking with that mantra for so long.
We guess that Coke's advertising team knows a thing or two, after all.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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