Diet Coke - not really what it was made for

By: Olly Wehring - 14 June 2006 10:58

Some people believe that the amount spent by drinks companies on advertising is quite obscene. But word of mouth, as many advertising execs will readily agree, is the most powerful tool you can use to up sales.

A snowball of publicity is gathering pace online at the moment for Mentos mints and Diet Coke. Put the two together, and you have an explosive ‘firework display.’

The Wall Street Journal spoke to Coke this week, and asked them what they thought of the craze. “It’s an entertaining phenomenon,” a spokesperson for the soft drinks company told the paper. “We would hope people want to drink (Diet Coke) more than try experiments with it.”

Off the record, however, I shouldn’t be surprised if, like most five-year-olds, she said: “"Do it again! Do it again!”