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Flogging backfires for Coke's 'Zero Movement'
January 12, 2006
Beware while surfing through the blogosphere. As in the real world, blogging is full of clandestine marketing, where corporate marketers pose as supposedly real bloggers bantering about this and that while sliding in the odd product nudge.
most recent case in point is a blog called The
Zero Movement. The author comes off as a “guy’s
guy” (Coke’s chief target for Coke Zero – it’s
newly named diet product. Apparently guys don’t like the
word “diet”). He rants like a typically predictable “guy,” about
such novel subjects as: sex, women, sports, bad bosses, blah… blah… blah…
Trouble is, keen watchdogs have unleashed
a biting analysis, and their determination is the blog’s
a fake, created by Coke to flog its product -- complete with
supportive fake comments but devoid
of any acknowledgement that the company is behind it.
This week, after Coke was called out for its patronizing
marketing tactics, the blog was updated and it's now clearly branded
with a Coke Zero bottle. But the move might be a little too late. As
Adrants puts it:
backlash after backlash, it baffles
that marketers still attempt to pull
wool over people's eyes with these
lame cool-hunting endeavours. It's
as if Coke is purposefully stupid
just so they'll get press on this
Um… I guess they got something out of it then.
related murmur: Beware
corporate blogs: ‘Flog’ hunters are on the prowl
murmur categories: advertising/marketing, branding/logos
tags: consumers consumer
news consumerism advertising marketing branding
posted by Tessa | 12:31 PM (ET) | Permalink