COKE: STILL THE REAL THING??
Coke is eevveerryywwhheerree. Are they still cool / were they ever cool? In the 1950’s Coke was a cool brand. Soda was the original energy drink. Kids would rush to the malt shop (or Sadie Hawkins dance or lookout lane or wherever kids in the 50’s wore their poodle skirts) to get a taste of the addictive sugary goodness. Plus, most likely (and what is a key ingredient in the recipe for “cool”) their parents didn’t approve. Today it seems like all parents drink Coke (probably Diet Coke because it’s cool in 2008 USA to be perceived as health conscious while not actually improving your health at all) and the ubiquity of the brand has made it “uncool” to most people and completely non-existent to others.
Or is it possible that we’ve come full circle and the brand has become so ubiquitous that it’s cool again. In a classic / ironic / i’mtoocooltocareaboutbeingcool way? Isn’t this what has happened to Nike, Coke’s only competitor in the race for Master Brand of America?
Nike seems to be cool no matter what. Granted, they sponsor a lot of underground hipster events and hire a ton of uber-creative Brooklynites to maintain the brand. Is Coke like Nike minus the effort to stay fresh? Or are they fresh and we just refuse to admit it because drinking coffee seems deeper?
How would you feel wearing this shirt?
Ironic / indie rocker?
Poor (can’t afford a better shirt)?
Classic / iconic / post-war timeless?
Out of touch?
Target employee?
Blind (can’t see / don’t care about shirt)?
Dad?
VS 
Something about the Coke can seems cooler than the Coke bottle. Mostly jerks, douche bags and people who can’t afford energy drinks are seen drinking from Coke bottles. Two liters are out of the question. I may start drinking Coke from a can. Is this a good lifestyle decision? Hardly anyone would even notice. But if they do, will they consider me classic, innovative (because its so not innovative) or just unhealthy. (Coke’s health benefits are not on trial here. That shit it terrible for you.)
Notice the use of Helvetica (just barely) before it was everywhere:
I know you already drink it w whiskey, but would you want this product to represent your individual non-alcoholic beverage decisions? Why or why not?
3 years ago • Notes