ALEX Response How did the Coca-Cola Company try to bridge the gap between people’s real selves and their ideal selves with Coke Life? Someones real self could also be descried as their self concept. This is how an individual sees themself. This concept is also how we think others see us. The ideal self is the person we would like to be. This ideal self could be anything from looks to mindset. This is the one of the areas Coke life tried to market. This product was an improved coke for the healthy conscience or for those who wanted to be healthy. Being only sweetened with natural additives, like Stevia, it was marketed to be a natural and healthy soft drink alternative but still keep the taste of coke. Someone who wanted to be fit and healthy could use this product as a stepping stone to a healthy real self. Coke Life was did not sell well and was discontinued in 2017. What went wrong? Can older companies reinvent themselves with newer products like Coke Life? Name a company that succeeded by doing so and one that did not. Coke Life was an attempt by Coca-Cola to introduce a healthier alternative to traditional coke and other soft drinks. The target consumer was individuals who drank little amounts of soft drinks or none at all. By presenting them with a healthier version of their product they hoped to reinvent themselves. Coke Life was a hard product to push from a well established company like Coke who is known for sweet soft drinks. This product did not go over well for a few reason reasons. Coke is a household name and brand. They are classically red cans that are easily to identify. Green was a good idea to connect to the Earth and health but it took away the stand out visual of Coke. Additionally, Coke already had popular “healthier” versions of their product, Diet Coke and Coke Zero. These products already had no sugar or were sweetened without sugar. It is possible for a company to reinvent themselves but it is difficult when the product is well known/like. One successful example of this reinventing is Old Spice. In the early 2000s Old Spice was a product for the older generation. It was a musty smell not intended for youth. After its purchase by P & G the product was re branded and marketed towards youth. This new strategy paid off and Old Spice claimed 20% of the market by 2004. (Marketing Gunslingers) The 2012 Olympic logo is an example of reinventing gone wrong. The London 2012 logo looked like an early 90's Nickelodeon add. In an attempt to present a modern look the 2012 portion of the logo is almost unreadable. With a logo that comes around once every four years it hard to please everyone but 2012 was a rough year for the Olympics marketing. Tanner, J. & Raymond, M. A. (2019). Principles of Marketing. Boston, MA: FlatWorld Marketing Gunslingers. (2016, September 15). How Old Spice Rebranded and Saved Their Business. Retrieved from http://www.marketinggunslingers.com/blog/old-spice/ Guadalupe Response 1.  How did the Coca-Cola Com ...

1. ALEX Response
How did the Coca-Cola Company try to bridge the gap between
people’s real selves and their ideal selves with Coke Life?
Someones real self could also be descried as their self concept.
This is how an individual sees themself. This concept is also
how we think others see us. The ideal self is the person we
would like to be. This ideal self could be anything from looks to
mindset. This is the one of the areas Coke life tried to market.
This product was an improved coke for the healthy conscience
or for those who wanted to be healthy. Being only sweetened
with natural additives, like Stevia, it was marketed to be a
natural and healthy soft drink alternative but still keep the taste
of coke. Someone who wanted to be fit and healthy could use
this product as a stepping stone to a healthy real self.
Coke Life was did not sell well and was discontinued in 2017.
What went wrong? Can older companies reinvent themselves
with newer products like Coke Life? Name a company that
succeeded by doing so and one that did not.
Coke Life was an attempt by Coca-Cola to introduce a healthier
alternative to traditional coke and other soft drinks. The target
consumer was individuals who drank little amounts of soft
drinks or none at all. By presenting them with a healthier
version of their product they hoped to reinvent themselves.
Coke Life was a hard product to push from a well established
company like Coke who is known for sweet soft drinks. This
product did not go over well for a few reason reasons. Coke is a
household name and brand. They are classically red cans that
are easily to identify. Green was a good idea to connect to the
Earth and health but it took away the stand out visual of Coke.
Additionally, Coke already had popular “healthier” versions of
their product, Diet Coke and Coke Zero. These products already
had no sugar or were sweetened without sugar.
It is possible for a company to reinvent themselves but it is
difficult when the product is well known/like. One successful

2. example of this reinventing is Old Spice. In the early 2000s Old
Spice was a product for the older generation. It was a musty
smell not intended for youth. After its purchase by P & G the
product was re branded and marketed towards youth. This new
strategy paid off and Old Spice claimed 20% of the market by
2004. (Marketing Gunslingers)
The 2012 Olympic logo is an example of reinventing gone
wrong. The London 2012 logo looked like an early 90's
Nickelodeon add. In an attempt to present a modern look the
2012 portion of the logo is almost unreadable. With a logo that
comes around once every four years it hard to please everyone
but 2012 was a rough year for the Olympics marketing.
Tanner, J. & Raymond, M. A. (2019). Principles of Marketing.
Boston, MA: FlatWorld
Marketing Gunslingers. (2016, September 15). How Old Spice
Rebranded and Saved Their Business. Retrieved from
http://www.marketinggunslingers.com/blog/old-spice/
Guadalupe Response
1. How did the Coca-Cola Company try to bridge the gap
between people’s real selves and their ideal selves with Coke
Life?
Coca Cola tried to bridge that gap by trying to make the public
see that this product was healthier or seemed healthier
alternative to the regular Coca-Cola. Everyone wants to be
healthier and not feel terrible about what they just consumed.
Customers have the things they like and dislike about
themselves and Coca Cola was trying to target that specific
group of people who feel guilty after consuming an unhealthy
drink. They tried to basically say that by drinking the coke life
they would not have to feel guilty about not working towards
their ideal selves which in most cases it is their healthier selves.
This was supposed to make people feel better than when
drinking regular cokes that contain a lot of calories. Which is
understandable, when anyone drinks or eats something that is
unhealthy you can feel guilty about it afterwards.
1. Coke Life was did not sell well and was discontinued in

3. 2017. What went wrong? Can older companies reinvent
themselves with newer products like Coke Life? Name a
company that succeeded by doing so and one that did not.
I believe that Coca Cola has been around for so long that its
tough to try to reinvent themselves, but I believe it is not
impossible. They have a marketing strategy that centers around
their product being good and refreshing. Not one that is healthy
and most people tend to not link refreshing and those other
things they were marketing with living a healthy lifestyle. By
using a healthier sweetener alternative it changes the taste of
the drink as well. Cola-Cola tastes amazing and if you can't
reinvent a healthy alternative that tastes the same, it will not
sell. There are companies who reinvented themselves and one of
them is Apple. Their greatest reinvention is when Apple turned
its attention away from computers to hand held devices. Apples
knew exactly how to set their products apart from its
competitors. They got their customers to love their products and
keep coming back for more. As the years go by Apple is still at
the top and keep improving their products even more.
Directions
View the video, “It’s Mouth to Stomach” (Links to an external
site.) and provide a few brief comments with respect to its
relevancy to this unit’s marketing concepts.
https://www.youtube.com/watch?v=k0tcUsH1PO8&feature=yout
u.be
Describe the personal and psychological factors that may
influence what consumers buy and when they buy it.