Would you like a soft drink with that?

In 2002 the music competition show American Idol took the United States by storm. By its 3rd season 30 million viewers were tuning in to watch incredibly talented and hilariously terrible Average Joes attempt to sing their way to the top. For the record, I was skeptical at best.

Whether they know it or not, anyone who watches American Idol is also being subjected to a rather sneaky bit of product placement. Sitting at the front of the judges table are glasses of water. Normal enough right? If middle school chorus taught me anything (it didn't) I know that hydration is key to maximizing vocal chord potential. If you look closely, however, you will see that those glasses are Coca-Cola brand. Never looked closely? Here's your chance.
















So as millions of Americans watch Simon Cowell insult Tommy from Chicago who's just trying to get through Medical School, they are also burning the Coca-Cola logo into their brains.

Why is this a big deal? Why should we care? It's not like everyone doesn't already know that Coke exists. Are people really more drawn to Coke because of its presence on the show? I would argue that the answer may be yes. As you will see from the handy little toolbar on the right side of the page, I am not a psychology major like a few of my co-writers, but I definitely know a thing or two. The act of seeing the Coke logo directly embedded in entertainment is bound to build a strong positive association with the brand for avid viewers. While they may not be directly thinking it, millions of people are receiving the message; American Idol is connected with Coca-Cola. Next time they are faced with the decision between Coke and Pepsi, this could influence their decision, and hence, Coke gets a little extra marketing push without having to beat the viewers over the head with it.

And that is why I prefer seltzer water.