Ramp up

There’s a fascinating chapter in the annals of marketing history about Coca-Cola and the Diet Coke and Mentos phenomenon that took the Internet by storm in 2006.

 

The leaders at Coke saw this phenomenon as a crisis that threatened to make their product appear unsafe and derail their carefully constructed brand image. But Tim Kopp, the brand marketer in charge of handling the company’s response, saw it as an opportunity.