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Back in the early nineties author Douglas Coupland coined the term "Generation X" defining those born between 1960 to 1980 as a generation of cynical, media-saavy slackers. A generation that had been warped and desensitized by the media. A generation with immense purchasing power that could not be tapped by conventional advertising. |
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In 1994, the Coca Cola Company tried to meet these challenges with the release of O.K. Soda,, hoping to sell the product not by promises of beauty or popularity, but through a feeling of "O.K.ness".
With a subversive package design by artist Daniel Clowes, an interactive automated phone system (1-800-I-FEEL-OK), and empty cans containing surprise promotional gifts, OK Soda was a hell of a lot of fun.
While Consumers held the prevailing sentiment that Coca Cola was "in on the joke" and the ad campaigns were refreshing and quirky, the production of Ok Soda was soon cancelled.
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What Happened? Check out what Marketing Consultant Tom Pirko said in a 1994 NPR interview, "Oh, I'm much less concerned with how the product tastes and a whole lot more concerned with the fact that it just has sort of major impact, because the people who whom this product is directed want to sort of be rocked and they really don't care how it tastes. They're more concerned about the way they're affected by the taste." |
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He couldn't have been more wrong. Every OK Soda fan I have spoken with was in love with the marketing strategy. Give 'em free stuff and they'll buy your product, right? Yes. But they'll only to continue to buy it if it tastes good. It's my opinion that OK Soda would still be on the market if it tasted just as good as regular Coca-Cola.
OK Soda is now out of production, and with the exception of some small sound files and outrageously priced ebay auctions , the taste, sounds, and artwork of OK Soda is gone forever.
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Listen to: 1-800-I-FEEL-OK Sound Files
Take the: OK Soda Personality Inventory Read the: OK Soda NPR Interview with Tom Pirko
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