Coke One online video campaign invites scrutiny in Norway
Coca-Cola Co. came under the scrutiny of spam law in Norway for an online video marketing campaign for its Coke One drink that allegedly does not comply with Norwegian law.
The questionable messages were video postings in online social forums from a fictitious user who is supposed to be like one of the users on the site. The first video involves a bottle of Coke in a seemingly amateur video of two football celebrities talking.
The second video is an English-speaking video with a girl who slaps her boyfriend silly over that one question: Do I look fat? And at the end there's a URL for the address it is using for the Zero Movement in Norway.
While this is a perfectly common marketing technique in the United States, there is question as to whether this complies with marketing law in Norway.
One section of Norwegian marketing law states that advertising needs to be clearly labeled as advertising, which has caused a backlash against the campaign in Norway.
This campaign obviously tries to look like a natural viral communication -one user sharing a funny video with another. It is not until the end of the video that the advertising agenda becomes clearly communicated.
Coke One is a new beverage that has no calories and claims to have the same taste as Coca-Cola Classic, and is being targeted at young males.
Coca-Cola used campaign techniques similar to Norway when Coke Zero was introduced in Australia. Consumer protection groups there found it in bad taste.