One of the key sources of consumer anxiety during an economic crisis is the fear of unemployment. But for those who are employed, there is another one: understanding that they need to work harder and complain less. And summoning the energy to manage angry bosses, crowded commuter buses or tiny paychecks. The launch campaign for the new Coca-Cola energy drink Gladiator refers to this situation. A natural beverage made with coffee and guarana, Gladiator is positioned as a workday boost. The campaign showcases everyday types—such as the “Handsome Moto-boy” and the “Indestructible Student”—and calls them the real “gladiators” as they battle enemies such as the “Ruthless Boss,” the “Terrible Crowded Bus” and the “Negligible Salary.” See more at the Gladiator Web site.
With the contribution of Bernardo Kirschner.
