I believe that the shift from Coke-the real thing to Coke-make it real was a significant commentary on the shift in our culture from modernism to post-modernism. As the following press-release illustrates, a diverse cross-section of coca-cola consumers show that a post-modern definition of reality prevails. It is not an external, objective, universal reality anymore folks!
Atlanta, January 14, 2005 – Coca-Cola is introducing a series of uplifting commercials that shows how the brand’s universal appeal is part of the real experiences that people live everyday.
“Make it Real,” the next evolution of the successful “Coca-Cola… Real” campaign, was developed through conversations with a diverse group of consumers about Coca-Cola and what it means to be real.
“People told us that by being part of real, optimistic experiences, Coca-Cola lifts their spirits in ways that go beyond refreshment,” said Randy Ransom, senior vice president, Coca-Cola Brand Business Unit, Marketing, Coca-Cola North America. “The ‘Make it Real’ campaign shares the values of Coca-Cola with a contemporary audience through relatable moments and shows that drinking an ice cold Coca-Cola is the simplest way to ‘Make it Real.'”
It seems, however, that the reality of experience that Coke can give to the individual was not satosfying, or didn’t connect. The present slogan that Coca-Cola is using is, “The Coke Side of Life.” Now what does that say?