If you spend a considerable amount of time on the internet you will at some point have come across the famous “Mentos in Coke” experiment. In short you have to get as many Mentos as possible into a bottle of Coke, and then await the big fountain of Coke shooting up in the air. It’s a spectacular sight – in fact so spectacular that David Letterman had an entire symphony of Coke/Mentos in his Late Night Show.
It didn’t take long before YouTube was swarming with various clips of people trying out the impressive – almost chemistry-like experiment. The Discovery Channel program “MythBusters” featured the experiment in one episode, and revealed the secret behind the chemical reaction. Finally Carlsberg made a spoof on the experiment in a viral advert – that actually turned out to be quite entertaining!
Now it’s Coca Cola Zero’s turn:
The problem with this otherwise nicely produced advert is that it is tardy. The Letterman segment dates back to 2006 – 4 years ago! Isn’t time to come up with something new and original instead of using a somewhat outdated trick? If using this trick in an advert should work, perhaps a little exaggeration would be nice? Perhaps they should have gone to the moon instead – or even something more crazy, wild, well just more original?
Within the last couple of years there has been a tendency/trend to promote products by using them in a different context than it was intended. We have seen it with Tictac Micha and with the famous “Mentos in coke”-trick. Nike is using this trend in a new advert featuring the Japanese breakbeat duo Hifana, who’s “playing” the “NIKE FREE RUN+” shoes. Hifana starts out with their version of “Also sprach Zarathustra” by Richard Strauss (known from the movie “2001: A Space Odyssey”), but then continues to movie around in their own material.
The advert and especially the performance of the shoes are being wildly debated on, for example, YouTube where viewers are discussing if the shoes can play music. And if not then how one could make them play. The advert ends (disappointingly) by telling the viewers that the shoes can NOT play music, and they are only for running and exercising.