In the last couple of days, a white wall on Stevenson Street at Duboce became the canvas for 12 large “You’re On” Diet Coke ad posters. The simple black, white, gray and red designs feature cans of the soda stamped with the company logo in the foreground, faint renderings of Victorian homes, cable cars and the Golden Gate Bridge in the background and bold statements such as these:
“YOU MOVED TO SAN FRANCISCO WITH A CROWD-FUNDED WEBSITE, A DAD-FUNDED HATCHBACK AND A NO-FUNDED BANK ACCOUNT. YOU’RE ON.”
“YOU MOVED TO SAN FRANCISCO WITH AN ENGINEERING DEGREE, AN APP IDEA AND AN INVESTOR NAMED NANA. YOU’RE ON.”
“YOU MOVED TO SAN FRANCISCO WITH AN IDEA FOR A START-UP, A NAME FOR A START-UP AND ZERO MONEY FOR A START-UP. YOU’RE ON.”
According to a Feb. 9 New York Times “News From the Advertising Industry” post, Coca-Cola North America introduced the “You’re On” campaign during the NBC coverage of the Winter Olympics.
The NYT reports: The new “You’re on” effort, created by Droga5, New York, presents Diet Coke helping Taylor Swift and other millennial women and men by providing an energetic “uplift for those moments when you really need to be on,” said Stuart Kronauge, general manager for sparkling beverages at Coca-Cola North America. In an introductory commercial, the moments include a best man about to make a speech at a wedding dinner, a young woman ready for an audition and Ms. Swift, in a dressing room, being told, “You’re on,” to which she replies: “Great. Let’s go.”
Is this an effort by Coca-Cola to provide an “energetic uplift” to the tech workers of SF in moments when they “really need to be on?”
Coca-Cola could not be immediately reached for comment on the ads.