Marketing
OK Soda has been remembered more for its unique advertising campaign than for its fruity flavor. The name and advertising campaign attempted to poke fun at the "I'm OK, You're OK" pop-psychology of the early 70s. OK Soda was intentionally marketed at the difficult Generation X and Generation Y markets, and attempted to cash in on the group's existing disillusionment and disaffection with standard advertising campaigns; the concept was that the youth market was already aware that they were being manipulated by mass-media marketing, so this advertising campaign would just be more transparent about it. Its indirect advertising was a form of rebel advertising similar to the McDonalds commercials for the Arch Deluxe. The campaign was designed by Portland, Oregon based advertising firm Wieden & Kennedy. Spokespeople for the company and their advertisers were very frank about the fact that they were marketing the drink entirely on the "feeling" rather than the taste.
The general public did not respond to the offbeat campaign, and most critics point out that the campaigning was too overt in its courting of the youth and teen market.
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