Coke finally grabs a clue

Coca-Cola, the giant sugar-water purveyor, has finally seen the light when it comes to the famous Diet Coke-and-Mentos video that became a viral hit on YouTube and Revver earlier this year. If you haven’t seen it, the video shows the Eeepybird team — two guys in white lab coats and goggles, who are really a professional juggler named Fritz Grobe and a lawyer named Stephen Voltz — conducting a sort of choreographed dance involving bottles of Diet Coke (some of them hanging from strings) and packages of Mentos mints, which together produce giant geysers of pop and create a kind of moving fountain.

The company that makes Mentos (a subsidiary of an Italian concern called Perfetti van Melle) quickly saw the benefit of this video, which they said was equivalent to about $10-million dollars worth of advertising, and arranged to have the Eepybird team create some other videos just for them. Coca-Cola, however, took the “Hey, quit fooling around with our product” tack, and said it had no intention of doing anything with the Eepybird guys, because — as Coke told the Wall Street Journal — that type of craziness “doesn’t fit with the Coke brand.”

Obviously, someone at Coke gave their head a shake and decided that getting millions of dollars in free advertising was probably a good thing (Gee — ya think?) and the company recently announced a new Poetry in Motion contest, as Kevin Nalty describes on his video blog here. Congratulations to Coke for finally grabbing a clue. Too bad it took so long.

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