Coke And Mentos – When Consumers Hijack Brands

“Thanks to widely circulated Web videos of the stunt, the soft drink and candy were joined at the hip this summer. In the aftermath, the companies took divergent paths: Perfetti Van Melle, maker of Mentos, quickly moved to align itself with the consumer phenomenon, while Coke kept a studied distance. The reactions are illustrative of the uncertainties advertisers face in the new world of consumer-generated media, where they need to define what, if any, role they should play when consumers assert control of their brands.”

Source: Yahoo! (Adweek) - 09/06/06