We've heard of sticky advertising campaigns before -- those that try to get you to stay transfixed on an ad for just a little longer -- but Coca-Cola has taken the concept to a whole new level. To generate buzz for its new "grip bottle" packaging, the soft drink giant has unveiled giant posters made of Velcro in bus stations throughout Paris.
Designed to create an interactive experience with consumers, the Velcro ads are instead like a spider's web awaiting unsuspecting commuters.
The posters hook onto anything woolly or fuzzy that comes within a few inches of its gripping surface. And, if you think trying to "unstick" a little piece of Velcro from a woolen mitten is tough, imagine freeing your winter overcoat or cashmere sweater from something the size of a cubicle wall. Here's hoping a sweet little granny wearing a knitted scarf doesn't stray too close or else she'll never make it out of the station.
The interesting ads do present the French with a hilarious host of reasons for arriving late to work. Imagine explaining to your boss you're late because the billboard got fresh and wouldn't let go of you woolen trousers.
Advertisers seem to love to get creative with commuters at bus stations. In 2006, chocolate-chip scented devices were installed in San Francisco bus stations as part of the Got Milk ad campaign. The goal: To stimulate a rider's desire to make like the Cookie Monster and gobble up cookies - of course, pairing them with a glass of milk.
Maybe Coca-Cola and the Got Milk campaign should make their way to Jacksonville, Fla. where their ads (and the money that comes with them) would most likely be warmly embraced. Only about 350 of the city's 6,000 or so bus stops offer residents shelters from the elements. In fact, some don't even have benches, forcing residents to sit on cable spools while waiting for their ride. If these ads could buy more shelters, then I'm confident residents wouldn't be too upset if they get blasted with cookie-scented spray or stuck to a wall for a few minutes during their morning commute.
Coca-Cola's Velcro ads create a sticky situation for bus riders