For all those rubbed the wrong way by Pepsi's lookalike logo and soundalike slogans, last week's reveal that the president and his staff actually prefer Coke must have come as something of a sweet vindication. Without the credibility of an actual endorsement, most could see the danger of promising young people that a product was enriched with Obama's brand of optimism. And now that the ironic truth is making headlines, the marketing moral couldn't be more clear: The key is inspiration, not imitation.

After all, Coca-Cola's Open Happiness campaign isn't that far removed from the presidential message of hopefulness. On January 19th and 20th the company even ran a national ad encouraging Americans to toast "To the community, to the country, to the planet" by raising a nice, refreshing bottle of Coke. Yet, neither this ad nor "Open Happiness" on the whole has met with nearly as much skepticism encountered by Pepsi. And why is that? Because rather than adopt the look and language already in use by Team Obama, Coca-Cola developed their own unique message and signage, building a highly  relevant, yet still discreet platform.

These types of loose contextual ties also played a key role in Coke's "Be" campaign  launched last month in celebration of Black History Month. Centered around a series of print ads, the ads featured various "future history makers" and inspirational messages that encouraged African-Americans to "Be Legendary," "Be Driven," "Be Giving," and "Be Heard." While clearly the idea of "history in the making"  brings to mind this extremely historic past year, both the celebrities – NBA star Lebron James, R&B artist Musiq Soulchild – as well as the imagery – art inspired by the Harlem Renaissance, could also stand alone. The "Be" campaign also involved promotional events and community activities, including a sponsorship of the Alvin Ailey American Dance Theater and a series of appearances with Musiq Soulchild in 10 cities. All of which, significantly did not bring the president springing to mind.

"The impact of the new president on the spirit and belief in African Americans was felt in the back half of last year. You saw a rise in optimism, hope, belonging as it relates to America," said Yolanda White, assistant vice president of African American Marketing at Coca-Cola. "People felt like African Americans had a place and it created a clean and strong platform.. 'you can be all you want to be.. 'you have the ability to achieve what it is you desire…'"

Sure, both brands are ultimately trying to push a product, but Coke still deserves credit  for demonstrating a substantive thought process and sponsoring a cultural celebration that actually involves and embraces members of the culture. I couldn't find any information on Pepsi running a specific Black History Month campaign this year. If they did, it was overshadowed by Super Bowl ads featuring Obama-approved celebrity Will.i.am, posters and bright posters shouting "Yes You Can." It was these  highly visible efforts that have been getting the most attention. Selections that now seem a tad desperate now that we know that the brand's rival is  the President's cola of choice. But that's what you get when you underestimate young voters.

For more coverage of youth marketing, check out the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection.

Categorized under: Youth Marketing

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