For the last two weeks since I’ve first seen this TVC ‘ve been trying to understand its message. Of course, they’re trying to focus on taste and this is probably why the main caracters are 2 tongues. Also the eye character is meant to mark the difference between what you see and what you get. In other words “You’ll never know what it tastes like untill you try it. Of course it says Coke Zero but it tastes the same”.
I think Coke is trying in vain to convince the audience that the taste is the same. Everyone who has ever tried the Zero Coke knows it’s not the same. I think the main competitor, Pepsi Max, has a much better message although it’s a bit old. Of course you remember “Maximum taste, no sugar!”. Actually, the taste of Pepsi Max and Coke Zero is quite the same but anyone can understand that Pepsi is not lying to its consumers. In my opinion, Coke makes a mistake that will make it to the marketing mistakes books. A brand should never lie to its customers. There won’t anyone to lie on a second ocasion.
And another thing. These two tongues … they kinda remind me of these two guys. Can you see a resemblance? The two tongues – the boss and the thug and the lemons the slick and the looser. Maybe it’s just a coincidence.