In 2006, Coca-Cola has launched its energy drink called Mother in Australia and New Zealand. I am still wondering the reason of this geographic target... The goal was to compete with Red Bull, so why they did not launch it in the US? Maybe this was a test-launch.. which quite failed!
I believe that the gap between the positionning as a all-natural drink targeted to young men and the brand identity with a gothic/tatto styke can didn't help to make it successful.
After some marketing researches, Coca Cola admitted that the failure of Mother Energy Drink was due to the bad quality of the product itself. I'm still convinced that the marketing didn't help...
After a couple of attempts to reformulate and relaunch the product, Coca-Cola is now trying to reinforce the image of the product.
The new TV commercial takes place in MotherLand, a fictional theme park where Men can act before they think... Of course at the end they just blow everything up!
I think when do not need a special place to act like that... Have you ever meet one who think before acting anyways? haha
Dear men in need of thrills... You know what you have to drink now! Well, first you'll have to move to Australia or New Zealand :)
The target audience is well define through this spot... ENJOY !!
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