A few months back, I wrote a post for Culture on the Edge, this time prompted by a Diet Coke advert. I’m not sure I got the title ‘right’ at the time, but the point of the post was to challenge notions of individual autonomy, free will and agency, and to point to the important function that certain discourses serve in helping us maintain a sense of self as we make our way in the world. Along the way, I discuss Mad Men, invoke Handel’s Messiah, and even get in a cheeky reference to Love Island…
Below you’ll find the first paragraph of the post, and if it stimulates your interest I hope you will read more.
I recently walked past a bus shelter displaying an advert for new flavours of Diet Coke — Feisty Cherry and Exotic Mango — bearing the exhortation “because you’re an early adopter.”
This tickled my inner Marxist. Maybe I’ve been watching too much Mad Men of late, but I couldn’t help thinking what brilliant advertising this was. Setting aside the fact that Cherry Coke was introduced in 1985 – and what exactly it is that makes this variant “feisty” – who cares what the product is? YOU should purchase it, because YOU are a trend-setter! YOUR patterns of consumption are so much more on point than others, who admire YOU so much they’ll want to emulate YOU. We, YOUR friends at Coca Cola, want YOU to be a key element in the dissemination of this product. Because YOU are special. Because YOU have a valuable ability to recognize what will be popular before it’s popular. Because YOU are an early adopter.