In Diet Coke’s current ad campaign, there are a pair of commercials. They’re basically the same: in each one someone walks through a sidewalk cafe of some sort, saying they like drinking Diet Coke, and if you like it too, then you should drink a Diet Coke. Because you can.
It’s profound in its simplicity. Or supremely dumb. Either way, they’ve distilled their marketing down to “if you like our product then you should consume our product.”
The specifics of their marketing message is largely beside the point. We’re here to dive into… different specifics.