Anyone see Monday's Wall Street Journal? Looks like someone at Coca-Cola scored a huge PR victory.
In a page one story about the Fannie Mae and Freddie Mac takeovers, two Coke products get ringing endorsements from the story’s authors.
“The decision [to takeover Fannie and Freddie] was hashed out over weeks of meetings. They included … a marathon session over Labor Day weekend, fueled in part by Diet Coke and Coke Zero,” WSJ reported.
Did I mention this story was above the fold?
So even the most casual reader, interested in what America’s financial paper of record says about this historic takeover, will peruse the article and read that Coke products fueled important meetings that might save the mortgage industry.
I’m left to believe there wasn’t Pepsi or Dr. Pepper at these meetings; no tea touched the lips of these bankers; there wasn’t even coffee.
The article could have easily said “a marathon session … fueled by caffeine.” Nope. Coke gets the mention. Someone give that PR person a raise and then mobilize the ad firm.
Imagine the follow up TV ad: A group of bankers sitting around a conference table, tired, a little strung out, ties loosened, sweating. The colors are all muted gray tones.
Outside the building a Coke truck arrives. A driver leaps from the truck’s cab, lands firmly and wipes sweat from his brow. The camera follows him as he wheels cases of ice cold Diet Coke and Coke Zero to the conference room.
The driver busts into the conference room; the bankers perk up. By some moviemaking magic the bottles—glass bottles, that’s important—appear on the conference table and suddenly the colors brighten. The bankers are refreshed and ready to plow through.
Then, from a seat at the corner of the conference table, US Treasury Secretary Henry Paulson turns to the camera holding a Diet Coke near his face.
“When I’m reorganizing America’s entire mortgage industry I drink Diet Coke,” he says before taking a refreshing gulp and sighing with satisfaction. “And so should you.”