Marketing research shows that soft drinks with “diet” in the name are not that popular with male consumers because they associate the word with food / drinks for women.

The “Wild Health” Coca Cola ad (starring Japanese singer Namie Amuro) seems to be aimed more at Japanese men.

This ad, like many Japanese ads, uses English even though many people in the target audience may only have some understanding of what the text means. English is used because it is “catchy” and to some viewers in Japan it may make a product seem more international / exotic / unique.

May 2021 TOK essay prescribed title #3 is centered on the benefits of using labels to organize knowledge versus the drawbacks of using labels. This Coke ad has linked in the following ways:

  • The use of the label “Coke Zero” versus “Diet Coke”
  • The use of the label “Wild Health”
  • Whether Coke Zero should be labelled in the same way as regular Coke (e.g. junk food)
  • The labeling of Namie Amuro as a celebrity and her role in the ad
  • How some might label the ad as exploitative, as a public health issue, etc.
  • How some might label the ad as an issue of freedom, an economic necessity, etc