Well, it's only been almost a month, but we've been busy. The new magazine is shaping up...so far...for our October 2nd launch - which also happens to be my brother's birthday. We've already interviewed Andrew Firestone and have several other exciting pieces to this that are taking shape. More will be announced in the coming weeks - or as key details get locked.
On the marketing front...I have a beef with Coke - or rather the person(s) responsible for Diet Cherry Coke. I was shopping at Wal-Mart buying, among other things, my fridge packs and was looking for the Diet Cherry (my personal favorite). There was one problem. I couldn't find it. I told a friend of mine who works for Coke that I must have stood there for at least a full minute, maybe more looking for it. I saw all their other brands...but no Diet Cherry. Well, I'm happy to say that I finally did find it...only to realize what had happened --- they changed the label design on the fridge pack.
Now, being a marketing guy I automatically assessed the situation. Those responsible for the Diet brand are working to brand Diet Coke as the brand and have other flavors of that brand - like Diet w/ lime, Diet w/ Splenda, etc. Well, here's the problem...most people aren't marketing people. They need to be notified of the change. Had I not been patient in looking for my favorite bubbly beverage, I could have drawn a few assumptions:
- Diet Cherry Coke had joined the ranks of New Coke and other brands that have been eliminated
- Wal-Mart somehow with their ridiculously innovative (and expensive) inventory control system...had none left.
- Some other raving fan of the drink came in and bought a Summer supply
Here's the thing...most typical consumers are not that patient. They want instant gratification. A less patient person would likely have picked out something else or...(gasp!) gone to a competitors drink instead.
My thoughts on this are directed to both the brand managers at Diet Coke as well as the ad agency.
If you're going to change packaging...you might think about letting the public know - at the very least do it while the change is occurring if you can't do it before hand. This will avoid consumer confusion and frustration...often resulting in lost sales.
1:44:38 PM 
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