oh the Coca Cola brand is having a really really bad week

@brandbosshq

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Why it worked

The video leverages a high-interest, relatable pop culture controversy, using clear visual comparisons to explain the branding issue quickly and effectively.

Summary

The creator discusses the public backlash against Coca-Cola's recent brand refresh, specifically focusing on the similarity between their new typeface and the iconic Marlboro cigarette branding. He questions whether the company will address the negative association or ignore the criticism.

Structure

1Introduction to the Coca-Cola branding controversy
2Analysis of the successful elements of the rebrand
3Comparison of the new typeface to Marlboro's branding
4Discussion of the 'fridge cigarettes' social media trend
5Closing question to the audience

Call to action

what do you think? is Coke gonna be able to back out of this thing gracefully or are they gonna sit in the timeout box for a while?

On-screen text

Everyone's saying the same thing about the new Coca-Cola font Nothing beats being here. JACOBS' DELI Crisp Diet Coke REFRSHING TASTE NO CALORIES Marlboro

Original caption

Coca-Cola rebrand winds up being so close to Marlboro that people start calling them "fridge cigarettes." What do you think? Is this something that Coke will walk away from gracefully, or are they going to sit in the time-out box for a while?

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Transcript

oh the Coca Cola brand is having a really really bad week. here's what you need to know if you're not in the know. alright, so Coca Cola brand decided to do a big brand refresh and hey that's normal, big brands do that to shake things up every once in a while and they did a pretty good job with packaging. they stayed with their traditional red, they kept the traditional Coca Cola logo and they put more emphasis on the ribbon. all of that was fine. the problem came in the new typeface that they introduced which unfortunately just happens to be a dead ringer for the old Marlboro cigarette typeface that was so iconic and of course because both brands use red it just made the correlation even worse. and of course social media went crazy about it and in fact a bunch of people now are referring to Coca Cola as fridge cigarettes. I'm sure the top brass at Coke loves that. what do you think? is Coke gonna be able to back out of this thing gracefully or are they gonna sit in the timeout box for a while?