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(More on the subject of packaging and costumes...)

The photograph above shows a Pepsi can with what, at first glance, appears to be a Coca-Cola cape. (Cola-Coca?)

It was made by Brussels-based studio, Jekyll n' Hyde for the agency, Buzz in a Box, and ultimately for Pepsi Belgium. (See: story of the photo on Behance)

The photo was originally intended for a 2013 print ad with the caption, "We wish you a scary Halloween!"

It garnered much more attention as on online ad, with Ads of the World declaring it "One of the most successful ads of all time on social media."

If you search online for this image, there is also another story - a bit of a false narrative - surrounding the ad.

The Cola Caption War

Reminiscent of the New Yorker cartoon caption contest, there was an alternate version of this ad made in which the identical photograph was simply given a different caption-"Everybody wants to be a hero!" thereby turning an ad for Pepsi into an ad for Coke.

Several marketing blogs incorrectly attribute the brilliance of this marketing jiu jitsu, to the Coca-Cola company. (See: Hubspot or OPUSfidelis) The truth is actually a little different...

The alternate caption version was not created by Coca-Cola, but by a user on 9Gag.

... 9GAG utilizes user-generated memes that are shared with the entire 9GAG community. While memes have different categories, they are typically displayed as humorous images, or comic strips, with captions conveying certain messages.

Wikipedia's entry on 9Gag

See also: Bottled Can(s), Pepsi & Bigfoot Branding, Diet Cola for Men War and The Concept of Coke & Pepsi,

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(More on the subject of packaging and costumes...) The photograph above shows a Pepsi can with what, at first glance, appears to be a Coca-Cola cape. (Cola-Coca?) It was made by Brussels-based studio, Jekyll n' Hyde for the agency, Buzz in a Box, and ultimately for Pepsi Belgium.

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https://ajklijs.wordpress.com/2012/05/03/shocking-anti-drinking-ads-from-around-the-world/

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Inside

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https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjy79egjsjWAhVLilQKHafqDoAQjRwIBw&url=http%3A%2F%2Fdzinepod.com%2Fblog%2Fgraphic-design-mercedes-benz%2F&psig=AFQjCNHkFb20Vefxgn7qWksby6aPyp2vew&ust=1506695995413779

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"Pregnant" boys with bloated bellies and sullen faces are popping up in alarming ads across Chicago buses and trains, part of a city campaign to reduce teenage pregnancy.

The images, with the tagline, "Unexpected? Most teen pregnancies are," aim to shock, said Brian Richardson, a spokesman for the Chicago Department of Health.

"The point was to get people's attention and get conversation started about teen pregnancy and teen births, and how they really affect a community," Richardson told the Daily News.

Ads were concentrated around schools and in areas of Chicago with the highest rates of teen pregnancy.

The point, Richardson said, is that when a young girl gets pregnant, she's not the only one who suffers.

(Chicago Department of Public Health/Chicago Department of Public Hea)

"The daughters of teen mothers are more likely to become teen moms themselves," he said. "And the sons of teen moms are more likely to go to prison. These are challenges that go beyond one girl or one woman.

"The more we can work together to drive down the birth rate, and provide more information to teens, the better off we'll all be."

While shocking, the images of the pregnant boys aren't new. They were first used in Milwaukee in 2009, for a similar campaign with a slightly different tagline: "It shouldn't be any less disturbing when it's a girl."

That campaign was credited with a subsequent 10% drop in Milwaukee's teen pregnancy rate, according to the nonprofit ad agency that created the images.

(Chicago Department of Public Health/Chicago Department of Public Hea)

The ads in Chicago, which launched in early May to honor National Teen Pregnancy Month, are only one part of a broader campaign.

Free condoms and brochures about both contraception and abstinence are being distributed at public high schools, and teens are urged to visit BeYouBeHealthy.org for more information.

While most reaction to the campaign has been positive, some commenters on the health department's Facebook page worried the ads are disrespectful towards the transgender community.

rmurray@nydailynews.com
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Pregnant boys in Chicago teen pregnancy ads

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"Pregnant" boys with bloated bellies and sullen faces are popping up in alarming ads across Chicago buses and trains, part of a city campaign to reduce teenage pregnancy. The images, with the tagline, "Unexpected? Most teen pregnancies are," aim to shock, said Brian Richardson, a spokesman for the Chicago Department of Health.

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PEPSI WINS

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https://soapboxie.com/social-issues/Is-Marketing-to-Teens-Children-and-Even-Babies-Ethical

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