Coca-Cola Taste the Feeling 12

It’s Possible To Taste A Picture, According to Tantalizers… and Coca-Cola

To tantalise, according to Google, is to tease. To torment. Now, why would anyone want to associate their restaurant to that punishing feeling?

It’s like saying, hello ladies and gentlemen, are you hungry? Great, we know you are. Welcome to our cafeteria; we will now let you smell the aroma of the food we’re cooking but if we let one drop of the soup touch your watering tongues, call us idiots. I guess you’ll have to forgive Tantalizers if your expectations are never met there.

Not that the name has ever slowed down the company’s sensational growth but the idea of the Tantalizers name beats me. It’s been beating me for 16 years.

To tantalise someone is to make them desire something they cannot have. Now why would you be that mean to a hungry person who has dragged himself to your door, willing to give you money for food, and then look him straight in the eye and go, Nah? And guess what Tantalizers’ tagline is: “…every bite, a promise kept”! Haha I see what you did there– trying to undo the less-than-spicy Tantalizers name now, aren’t we?

Oops… not Tantalizers

Heck, the literal opposite of tantalise is satisfy. They could have picked that one name: Satisfy. Or Relish. Or Delicious. Or Scrumptious. Names that would would have gone with the idea that people would actually be fed in an establishment that had been established to feed people.

But Coke is doing the concept of tantalising quite geniusly. Look at these three ads. It’s sensory communication at the highest level.

Schhhhhhh…
Tchttttttttt…
Okay, I can’t describe this sound with words

Apparently, there’s a word for it: SYNESTHESIA. Sounds like another word for sick-in-the-head. But that’s what almighty Coca-Cola is trying to do with these miraculous ads before you today. They want to mess with your head so much that you’ll begin to taste with your eyes.

Even though the ads primarily reach your brain through your eyes, before you know it, you’re hearing the light sizzling sound that Coke makes and you’re tasting the drink from memory. And, just like that, you’re triggered to summon your mai guard to go buy you an ice-cold Coca-Cola.

Goodness, this is like hypnotism—the Manchurian Candidate of advertising. Dang, I wish I did these ads!

But I didn’t do them. David The Agency did them.

I know the question any Nigerian agency would have faced if they’d tried this: ARE you sure people will get it, I don’t want to waste my money o. In which case we might just have had to do a little testing to see if people would get it. Or not do any testing and just revert to the old faithful: grinning faces.

The strength of Coke’s highly stimulating series is in the fact that Coca-Cola is the world’s second most famous drink, after water, and people cam easily be called upon to remember what it sounds like to open a bottle of Coke, how it feels to hear the bubble crackle when you pour it, and how, inevitably, it bites when you take a swig of the bitingly cold soda.

“As one of the most iconic brands in the world with one of the highest top of mind, we have earned a place in people’s heads,” said Camilla Zanaria, CEE Coca-Cola content lead, to Campaign magazine. “With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads.”

There was a time when sensory branding was all the rage. That was 2005/6, I think. Remember Martin Lindstrom? Whatever happened to that time? I guess we outgrew that buzzword. May the soul of that time, through Christ our Lord, rest in perfect peace. Hallelujah.

But I didn’t do them. David The Agency did them.

I know the question any Nigerian agency would have faced if they’d tried this: are you sure people will get it? In which case we might just have had to do a little test to see if they would. Or revert to the old faithful: grinning faces.

The strength of the highly stimulating series is in the fact that Coca-Cola is the world’s second most famous drink, after water, and people are being called upon to remember what it sounds like to open a bottle of Coke, how it feels to hear the bubble crackle when you pour it, and how, inevitably, it bites when you take a swig of the biting cold cola.

“As one of the most iconic brands in the world with one of the highest top of mind, we have earned a place in people’s heads,” said Camilla Zanaria, CEE Coca-Cola content lead, to Campaign magazine. “With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads.”

There was a time when sensory branding was all the rage. Whatever happened to that time? I guess we outgrew that buzzword. May the soul of that time rest in peace. Hallelujah.

Remember this book?

It was scalding hot in 2006. I know… I sound a little bit ancient, don’t I?

Leave a reply:

Your email address will not be published.

Simple Share Buttons