Coke Seeks Optimism from 'Magnificent 5' Agencies

  |  September 14, 2005   |  Comments

Coca-Cola M5 is a new multi-platform initiative that positions Coke as modern-day patron of the arts.

Coca-Cola has finally unveiled M5, a design project that asked five design groups from five continents to "create and share visions of optimism."

The result, at www.them5.com, is a collection of unbranded short videos from Caviar (Japan), The Designers Republic (U.K.), MK12 (U.S.A.), Rex & Tennant McKay (South Africa), and Lobo (Brazil). Each agency created a 3- to 5-minute short film set to music from an up-and-coming music group, including Towa Tei, Citizen Bird, Guided by Voices, Fischerspooner, and The Flaming Lips.

According to Matt Fraction, one of MK12's founders, the assignment was "too good to be true."

"Coke was a sponsor, really: they made it all happen and left everyone alone to do the work. No product placement, no credit, etc. They didn't want a Coke commercial. They wanted to commission a piece of work from us," he wrote on his blog.

MK12 was allowed to show the work in public this summer, but was asked not to reveal Coke's involvement. "They're looking, I think, into becoming patrons of work like this, the way they once did for Warhol & co. And so that's M5 and that's why we did it," Fraction wrote.

The M5, or "Magnificent Five," agencies also designed artistic renditions of aluminum Coke bottles to be released in limited-edition runs this fall at "the world's finest clubs and lounges," along with T-shirts and other merchandise from the project. Each bottle has a "day mode," as it is seen under normal light, and a "night mode," for viewing under a black light, as at a club.

According to Joseph Jaffe, a marketing consultant and author of Life After the 30-second Spot, the initiative is an outstanding example of the changing role of advertising.

"In the past, advertising has for the most part been about three things -- to inform, to persuade, and to remind," he said. "Lately it's all awareness and repetition, and not much persuading going on." Advertising plays three new roles in this initiative, Jaffe said, "to involve, to empower, and to demonstrate."

"There's a demonstration of the essence of the brand, of creativity. In this case, it's not just talking about it, it's actually producing the bottles. The added touch of 'lights-on' and 'lights-off' views is really smart as well. The idea of seeing them in context at a bar or party makes them that much more desirable," Jaffe said.

"One of the challenges for Coke is to keep their brand relevant, and to achieve that aspirational and desirable quotient associated with it. Coke is so accessible and ubiquitous. What this does, by creating a limited edition, in a sense, creates something that people may actually seek out," Jaffe said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...