Coke and the viral explosion

01/16/2007 | Bloomberg Businessweek

When two friends made the rounds of TV-network talk shows showing off their quirky videos of Diet Coke bottles exploding from the addition of Mentos, the marketing people at Coca-Cola resisted jumping on the bandwagon, thinking that the spectacle was inconsistent with their branding goals. But when millions of Web video viewers tuned in to watch, Coke decided it was time to take advantage of the nearly free publicity.

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