How to Influence with humor

Coca-Cola light has had a sort of a "girlie" positioning. A brand aimed at persons (women) that care too much about their diet. A position that was pretty much "consolidated" after the launch of a more trendy, delicious and provocative brand as CC Zero. Success of CCZ was instantaneous, giving a boost to the CC trademark. Nevertheless, CC Light had to face lots of problems not just because of an unplanned repositioning in the consumer mind which immediately related CC Light with "old fashioned" and "girlie" concepts (maybe because masculine related positioning of CC Zero). So, the challenge was to redefine CC Light, its positioning and to focus consumers attention to its benefits.

With the campaign "raise your hands" CCL wants to re-gain a place in consumer's minds, positioning itself as the beverage that encourages you not to be ashamed of your past "embarassing" situations. Taking advantage precisely of CC Light's disadvantages (old fashioned, girlie, not trendy, etc) and promote them as an example of the opposite. I mean, giving the consumer a reason to feel proud. Inviting consumers and non-consumers to follow the CC Light example, encouraging everyone to act differently, not to follow the pre-defined social rules, living your life in your own way and being proud of that, "raising your hand" because you don't need to feel ashamed of anything you did in the past... and inciting you to continue doing this kind of stuff... by drinking CC Light, because is a tasteful and personal "non-judgable by others"experience.

Watch the ad, I think it is really clear from the influence point of view, using "people like us" as leaders or examples to follow. Simple, nice and, more importantly, plenty of real-life situations that we all have experienced...

Enjoy it! http://www.youtube.com/watch?v=dc4Wpv2R85k