5 missteps in Coca-Cola’s much acclaimed ‘2020’ video

The author takes issue with the choice of narrator, use of mixed metaphors and more in his critique.

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Coke’s Content 2020 video: If you haven’t seen it—what’s the matter with you?

More than 100,000 people have watched this elaborate video articulation of Coke’s content marketing vision, and just about every one of those people has written a blog item praising it as the definitive content marketing manifesto for our time and all time.

And what’s not to like? Here’s one of the world’s great brands explaining to everybody that content marketing is the way, the truth and the light—and doing so in a bold and elaborate video that we can show to all our clients with a one-word cover note: See?

But we must remember that not everyone is as invested in content marketing as we are. For instance, I emailed the video to my curmudgeonly friend Bill Sweetland, a longtime writer at Ragan Communications.

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