Christmas is coming, and with it all the little comforts that make Christmas what it is. Like Christmas turkey, classic films on the telly, and the same red, Coca-Cola trucks proudly 'coming over the hill', as if we've forgotten they're the proud sponsor of our favourite Christian holiday.
But this year something else is 'coming'. In a new campaign for the festive season Coca-Cola have redesigned the advertising on their cans to really express how much they love and respect their adoring consumers. Santa can now be seen leaning back tugging on his massive Christmas-cracker, spraying all the good little boys and girls with his foam of white stars. For extra insult the mouthpiece is placed directly in the firing line of Santa's magic spray. Enjoy.
Now, the use of sexual images to sell consumer products is nothing new. Since the rise in subliminal advertising in 1957, marketing campaigners have used a myriad of different techniques and imagery to try and 'dupe' people into buying things they previously hadn't even wanted. Sexual images, said to appeal to the 'id' (primal) part of the brain are supposed to be the most effective in manipulating consumer desire.
Coca-cola has previously been caught out for using subliminal imagery. In Australia in the mid 1980's, a billboard poster was designed and the artist, for a joke put this crafty little tease in the bottom right corner.
Since Coca-cola was banned from supplementing their drinks with healthy amounts of cocaine they've looked for ways to make their products more appealing. In 1891 their slogan was 'The Ideal Brain Tonic' and was sold as medicine as carbonated water was thought to be good for your health. It isn't.Since then the public have been treated to many more tricks of the mind. Slogans such as 'Coke Adds Life', 'Life Tastes Good', and 'Open happiness' have harrowed above us on billboards and bus stops, topped off with lasciviously smiling models 'enjoying coke'. Earlier this year a Coke Zero advert was banned as it linked Coke to promoting polyamory. Called 'Break Up As It Should Be' it features a man breaking up with a girl then being surrounded by strippers and Coke Zero. He then looks at his now ex and mutters 'call me when you want to have fun'.
With advertising rife throughout our daily lives and product branding painting images everyday of fantasy lifestyles, what kind of message is Coca-Cola trying to send out this Christmas; 'thanks for buying Coke, now bend over for Santa'? With a company so popular their Facebook page topped 33 million fans (second only to Barrac Obama's), can they be forgiven for this kind of blatant arrogance? Think about that when you're sucking on the nation's favourite soft drink, and have a Merry Christmas.



