Type | Soft drink |
---|---|
Manufacturer | The Coca-Cola Company |
Distributor | Coca-Cola Enterprises, others |
Country of origin | United States |
Introduced | 1993 |
Discontinued | 1995 |
Flavor | Cola |
Related products | Coca-Cola |
OK Soda is a discontinued soft drink created in 1993 that courted the American Generation X demographic with unusual advertising tactics, including neo-noir design, chain letters and deliberately negative publicity. After the soda did not sell well in select test markets, it was officially declared out of production in 1995 before reaching nationwide distribution. The drink's slogan was "Things are going to be OK."
In 1993, Coca-Cola CEO Roberto Goizueta rehired Sergio Zyman to be the chief of marketing for all Coca-Cola beverage brands, a surprising choice given that Zyman had worked closely with the New Coke campaign, possibly the largest marketing failure in Coke's history. [1] However, after revamping the can design and print advertising campaigns for Diet Coke and Coca-Cola Classic with great success, Zyman was given free rein to design new products with aggressive, offbeat marketing campaigns. [2]
International market research done by The Coca-Cola Company in the late 1980s revealed that "Coke" was the second most recognizable word across all languages in the world. The first word was "OK". Zyman (who also conceived Fruitopia) decided to take advantage of this existing brand potential and created a soft drink with this name. He conceived of a counter-intuitive advertising campaign that intentionally targeted people who did not like advertising. He predicted that the soft drink would be a huge success, and promised Goizueta that the soft drink would take at least 4% of the US beverage market. [3] Coca-Cola's special projects manager Brian Lanahan explained to Time Magazine that they chose the name "OK" because "It underpromises. It doesn't say, 'This is the next great thing.' It's the flip side of overclaiming." [4] Coca-Cola marketing consultant Tom Pinko told National Public Radio, "People who are 19 years old are very accustomed to having been manipulated and knowing that they're manipulated," and that OK Soda's audience possessed a "lethargy [that] probably can't be penetrated by any commercial message." [5]
Despite a US-wide advertising campaign and intense media attention, OK Soda was marketed only in select areas, representing different demographic areas during the summer of 1993. Four separate can designs were used (with each test market getting all four designs). The Coca-Cola Corporation announced at the time that they would continually update the cans with new designs (later designs can be identified by having an explanatory tag saying that it is "A unique fruity soda"). Some of the testing locations were:
OK Soda never captured more than 3% of the beverage market in any of the target locations, failing to match Zyman's hype. The project was canceled by Coca-Cola just seven months after its kickoff, and the soft drink was never widely released to the public. [6]
OK Soda has been remembered more for its unique advertising campaign than for its fruity flavor. The name and advertising campaign attempted to poke fun at the " I'm OK, You're OK " pop-psychology of the early 1970s. OK Soda was intentionally marketed at the difficult Generation X markets, and attempted to cash in on the group's existing cynicism, disillusionment and disaffection with standard advertising campaigns. [4] OK Soda's concept was that the youth market was already aware that they were being manipulated by mass-media marketing, so this advertising campaign would just be more transparent about it. Its indirect advertising was a form of rebel advertising similar to the McDonald's commercials for the Arch Deluxe. The campaign was designed by Portland, Oregon-based advertising firm Wieden+Kennedy. Spokespeople for the company and their advertisers were very frank about the fact that they were marketing the drink entirely on the "feeling" rather than the taste. [7] OK Soda's own advertisements went so far as to disparage the beverage's taste comparing it to things like "carbonated tree sap". [8]
The general public did not respond to the offbeat campaign, and most critics point out that the campaigning was too overt in its courting of the youth and teen market. [9]
Both the cans and the print advertisements for the soft drink, created by Wieden+Kennedy creative director Charlotte Moore, conceptual artist Peter Wegner, and designer Todd Waterbury, [10] featured work by popular "alternative" cartoonists Daniel Clowes ( Eightball , Ghost World ) [11] and Charles Burns ( Black Hole , The Believer), [5] as well as work from illustrator Calef Brown. [12] Though skeptical of the campaign, Clowes took the job because his work illustrating a couple of cans and a few posters paid more than publishing five books of comics. In an act of subverting OK Soda's already subversive marketing scheme, Clowes gave his OK Soda mascot the facial features of Charles Manson, saying that none of the contracts he signed said, "Don't put a mass murderer on the can." [13]
Unlike the brightly colored Coca-Cola cans, they were decorated in drab shades of gray, with occasional red text. In addition to the primarily two-tone illustrations, the cans featured a special code that could be entered at the toll-free number "1-800-I-FEEL-OK" that led callers through a series of true-or-false prompts inspired by the Minnesota Multiphasic Personality Inventory. Cans also sported a "Coincidence" in the form of an odd OK Soda-themed urban legend set in various towns around the United States, each anecdote ending with the statement, "This is a coincidence." OK Soda's marketing team also mailed out these "Coincidences" in the form of chain letters to promote the soda, and in turn these chain letters were read on TV spots for OK Soda. [5]
Randomly included with OK Soda selections in vending machines was an OK Soda "prize can". Similar to a can of instant soup, the top could be peeled completely off revealing the prize inside. Prizes included some form of OK Soda merchandise rolled to fit (usually a hat) and an additional two quarters to purchase another can of OK Soda. The design of the prize can was different from the others and represented a fifth design overall. It was also more cylindrical in shape, considerably lighter (without soda inside) and included a light-blue banner, the only such design to include this color. This program was similar to Coke's previous MagiCan campaign.
Excerpts from the OK Soda manifesto, written by associate creative director Peter Wegner, were printed on the cans, and were also available for a short while on OK Soda's website. [5] Some of the sayings were:
OK Soda had a more "citric" taste than traditional colas, almost like a fruit punch version of Coke's Fresca. It has been described as "slightly spicy" and likened to a combination of orange soda and flat Coca-Cola.
Carbonated water, high fructose corn syrup and/or sucrose, citric acid, caramel color, potassium benzoate (to protect taste), phosphoric acid, acacia, natural flavors, potassium citrate, caffeine, dipotassium phosphate, glycerol ester of wood rosin, brominated vegetable oil, Red 40
After its production ceased, OK Soda enjoyed a cult following on the internet, including the use of a newsgroup at alt.fan.ok-soda, which was fairly active for several years. Fans would reminisce about the offbeat advertising materials, sell merchandise and intact cans, and trade recipes for home-brewed OK Soda facsimiles.
While OK Soda appears on retrospective lists of failed soft drinks and fluke ad campaigns, Analyst Thomas Flight posits that OK Soda may have been "ahead of its time" in its attempts at "brand disillusionment” through its subversion of traditional marketing. [15] For example, Liquid Death has used similar "lifestyle play" marketing techniques with great success. [16] Meanwhile OK Soda's original merchandise, cans and advertising material can still be found readily on eBay with asking prices sometimes in hundreds of U.S. dollars. [17]
Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries worldwide, with consumers drinking more than 1.8 billion company beverage servings each day. Coca-Cola ranked No. 94 in the 2024 Fortune 500 list of the largest United States corporations by revenue. Based on Interbrand's "best global brand" study of 2023, Coca-Cola was the world's sixth most valuable brand.
Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imitated by other manufacturers. Most colas originally contained caffeine from the kola nut, leading to the drink's name, though other sources of caffeine are generally used in modern formulations. The Pemberton cola drink also contained a coca plant extract. His non-alcoholic recipe was inspired by the coca wine of pharmacist Angelo Mariani, created in 1863.
Moxie is a brand of carbonated beverage that is among the first mass-produced soft drinks in the United States. It was created around 1876 by Augustin Thompson as a patent medicine called "Moxie Nerve Food" and was produced in Lowell, Massachusetts. The sweet soda is similar to root beer, but with a bitter aftertaste. It is flavored with gentian root extract, an extremely bitter substance commonly used in herbal medicine.
Pepsi is a carbonated soft drink with a cola flavor, manufactured by PepsiCo. As of 2023, Pepsi is the second most valuable soft drink brand worldwide behind Coca-Cola; the two share a long-standing rivalry in what has been called the "cola wars".
RC Cola is a cola-flavored carbonated beverage owned in the United States by Keurig Dr Pepper and internationally by RC Global Beverages, Inc.
Coca-Cola Vanilla is a vanilla-flavored version of Coca-Cola, introduced in 2002 but subsequently discontinued in North America and the United Kingdom in 2005, though it remained available at certain fountain outlets. It was relaunched in the US in 2007, in Denmark in 2012, the UK in 2013 and Canada in 2016. Vanilla Coke has been available in Australia since its initial introduction in 2002, being produced by Coca-Cola Europacific Partners. Originally announced as a limited edition in the UK, it became permanent for several years; however, Vanilla Coke was again discontinued in the UK in Summer 2018, though Diet Vanilla Coke and Coke Vanilla Zero remain available.
New Coke was the unofficial name of a reformulation of the soft drink Coca-Cola, introduced by the Coca-Cola Company in April 1985. It was renamed Coke II in 1990, and discontinued in July 2002.
The Cola wars are the long-time rivalry between soft drink producers The Coca-Cola Company and PepsiCo, who have engaged in mutually-targeted marketing campaigns for the direct competition between each company's product lines, especially their flagship colas, Coca-Cola and Pepsi. Beginning in the late 1970s and into the 1980s, the competition escalated until it became known as the cola wars.
Crystal Pepsi is a cola soft drink made by PepsiCo. It was initially released in the United States and Canada from 1992 to 1994. It was briefly sold in the United Kingdom and Australia.
Tab was a diet cola soft drink produced and distributed by The Coca-Cola Company, introduced in 1963 and discontinued in 2020. The company's first diet drink, Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. Several variations were made, including a number of fruit-flavored, root beer, and ginger ale versions. Caffeine-free and clear variations were released in the late 1980s and early 1990s.
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Coca-Cola C2 was a cola-flavored beverage produced in response to the low-carbohydrate diet trend. This Coke product was marketed as having half the carbohydrates, sugars and calories compared to standard Coca-Cola. It contained aspartame, acesulfame potassium, and sucralose in addition to the high fructose corn syrup typically found in cola beverages distributed in America.
Fresca is a grapefruit-flavored citrus soft drink created by The Coca-Cola Company. Borrowing the word Fresca from Italian, Spanish, and Portuguese, it was introduced in the United States in 1966. Originally a bottled sugar-free diet soda, sugar sweetened versions were introduced in some markets.
The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is listed on the New York Stock Exchange and is a component of the DJIA and the S&P 500 and S&P 100 indexes.
Coca-Cola Zero Sugar is a diet cola produced by the Coca-Cola Company.
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Fruitopia is a fruit-flavored drink introduced by the Coca-Cola Company's successful Minute Maid brand in 1994 and targeted at teens and young adults. According to New York Times business reports, it was invented as part of a push by Minute Maid to capitalize on the success of Snapple and other flavored tea drinks. The brand gained substantial hype in the mid-1990s before enduring lagging sales by the decade's end. While still available in Canada and Australia as a juice brand, in 2003, Fruitopia was phased out in most of the United States where it had struggled for several years. However, select flavors have since been revamped under Minute Maid. Use of the Fruitopia brand name continues through various beverages in numerous countries, including some McDonald's restaurant locations in the United States, which carry the drink to this day.
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