new proven effect

Coca Cola Light appeared some 25+ years ago and is still with us. During all these years it has been constantly reinvented. Whenever you buy a can, be sure to notice that this is in fact a new, improved recipe. Even the name changes. Light, Diet, Zero, yada-yada. Coca Cola is one of the most successful brands in our time. Why the company would tarnish its reputation with this constant experimenting is beyond me.

The conservative Swedish moderate party has decided to ditch most of its traditional views. Instead they have started to "listen". Out of this listening comes a mainstream political agenda, designed to win elections. Yesterday's convictions didn't bring about success so let's get ourselves some new ones instead.

"Those are my principles, and if you don't like them... well, I have others" (Groucho Marx)

Which brings me to my toothpaste. I'm relying on an old brand which has been around forever. Well, for ages at least. No, not my tube. The brand. Please pay attention. On my current tube I read "new proven effect". Whether it's a good or bad effect, who proved it and why this vintage brand would need new effects at all isn't immediately clear to me but I'm sure there's a lot of marketing communication theory behind this kind of blurb.

So, what's all this about then? Change we can believe in?

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