The Coca-Cola Company has relaunched it's orange flavored Full Throttle Fury energy drink, and according to an article in PR Week, has targeted African-American males.
The choice of spokesman for the campaign follows with the target audience. The packaging change, although simple, may be an even better move. Putting an orange flavored drink in an orange colored can seems logical, but considering the target audience makes it even more logical. Color selection of clothing apparel by many African-American males tends to be bright more warm colors, so the can could fit in as an accessory.
More serious however is the selection of targeting the hip-hop audience with an enregy drink. Most jump to conclusion that an enrgy drink would be linked to athletes, but the design of the can suggests a more general target.
As the article said the Coke company is only using in-house currently which is interesting considering the use of a spokesman such as Big Boi.
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