Coca-Cola : It’s the refreshingest

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Much has been made within the hipster blog set regarding the co-opting of the younger generation’s music to shill corporate products. From Jeff Tweedy’s decision to license 6 songs from Wilco’s new album “Sky Blue Sky” for Volkswagen advertisements to Outback Steakhouse’s retooling of the song “Wraith Pinned To The Mist (And Other Games)” by Of Montreal, agencies seem to have simultaneously grasped that 20-somethings listen to music AND buy stuff.

While the players are new, the game remains the same.

In the mid-60’s, Coca-Cola was having trouble reaching out to the kids. They had a brand-spanking new jingle, courtesy of McCann-Erickson and The Limeliters, and they had a new commercial featuring clean-cut youths eating sandwiches and hanging clocks while enjoying ice-cold Coca-Cola.

For some reason, however, the message just wasn’t sticking. Then, an epiphany. Enlist the hitmakers of the day to re-imagine their hit songs as Coca-Cola commercials and cash in on the result. Latter-day luminaries such as Tom Jones, Neil Diamond, and The Bee-Gees jumped at the chance to be united in song with the nation’s leading soft-drink manufacturer. And the rest is history.

The Bee-Gees Coca-Cola Jingle
The Box Tops Coca-Cola Jingle
Nancy Sinatra’s Coca-Cola Jingle
Neil Diamond’s Coca-Cola Jingle
Petula Clark’s Coca-Cola Jingle
Roy Orbison’s Coca-Cola Jingle
Tom Jones’ Coca-Cola Jingle

In retrospect, I think these jingles present a pretty accurate tableau of mid-60’s pop music. The remakes don’t really alter my opinion of the originals. I don’t love The Box Tops’ “The Letter” any less, and frankly, Tom Jones’ jingle kinda makes me love “It’s Not Unusual” even more.

Don’t hate the player, hate the game. [ms]

UPDATE : nice ‘documentary’ on a current Coke advertising approach at Leo Burnett Toronto’s blog. [dh]