Hoping slogan adds some fizz

[o_PAO]

Hoping slogan adds some fizz

Published on January 5, 2007

If the face of Helen of Troy can launch a thousand ships, the right advertising slogan can sell millions of cans of soda.


This week, Coca-Cola (Thailand) will launch a massive ad campaign to introduce its new slogan: "The Coke Side of Life". Some may think: what's the big fuzz? Do consumers really care about a new gimmicky slogan?


We have to say it's not the case with Coke. This carbonated soft drink has been around with the same formula for many decades. Its packaging has barely changed over all these years.


The marketers therefore have to invent an innovative campaign to make Coke cool in spite of the passing years. One of the successful taglines is "Always Coke".


The wrong wording can plunge sales if it doesn't connect with customers. It was reported that the previous Coke tagline "Real" was not that successful. We guess customers didn't care whether they bought the "real" Coke or not, as long as it tasted the same.


Late last year, the Atlanta-based largest soft-drink maker in the world announced a plan to replace the old tagline with, "Welcome to the Coke Side of Life".


Coke's management are crossing their fingers hoping that the new slogan will stimulate sales as its arch-rival PepsiCo is fast catching up, boosted by such hip presenters as pop star Christina Aguilera.


Pepsi, in fact, once suffered its own wording hiccups. A previous campaign tagline "Come Alive" didn't bode well in some countries, as it was often lost in translation. For example, "Come Alive" was translated in Taiwan as "bringing up the dead" - not exactly a thirst quencher.


But the right slogan can promote a product's carefully crafted image.


We don't want to be overly patriotic but, hey, who could miss Thai Airways International's English slogan, "Smooth as Silk". In the Thai version, the slogan can be translated as "Love you as the sky".

jeerawat@nationgroup.com

http://www.nationmultimedia.com/2007/01 ... 23297.html