March 4, 2014
Diet Coke’s new ad campaign is drawing fierce backlash after featuring the tagline “you’re on,” as in, “You’re On Coke!” These two little words are drawing sharp criticism for appearing to reference drugs. But the company says what they really meant, was something totally different..
“Diet Coke in no way endorses or supports the use of any illegal substance,” a statement from the company reads. Instead, “you’re on” is meant to remind young achievers that “Diet Coke is there to support them in the moments when they are at their best,” according to the statement. “Every single day, young people around the world experience ‘You’re On’ moments big and small. It could be a job interview or a national TV interview, a first date or a final exam, a presentation to your boss or a performance in front of thousands.”
A TV ad in the campaign, which features Taylor Swift, underscored that theme. The ad features a montage of moments, such as a best man’s wedding toast, in which young people assuage their performance anxiety with a sip of Diet Coke. The ad culminates with Swift, sitting in front of a mirror, being told it’s time to perform. source
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