As a new favorite of mine, this campaign exhibits the Diet
Coke ‘Slender Vender’; the thinnest vending machine in the world. Created by
Ogilvy Paris, the machine is a creative ‘point of sale’ extension of the
slender-choice product. It was placed throughout France, and particularly in
popular areas of Paris, and was a major driver for social conversation and
online hype. At only one foot thick, the clever machine can slip into any small
space; from behind a photo booth to the aisle of a bookstore – “It fits where
others can’t”. In a cheeky way, the campaign is suggesting that as the world
becomes more and more weight-conscious, even vending machines are managing to
slim down. Digital Trends even mockingly
quotes; “Diet Coke’s new vending machine has become anorexic”.
Whilst the
campaign received a fair amount of criticism for being mediocre, I think the innovative
implementation of the ‘Slender Vender’ aligns brilliantly with the product and gets
the brand’s message across in a powerful, entertaining way.
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