Business. SiteLogic - Coca-Cola Watches the World Pass By, Decides to Join. This week, Coca Cola is “formally embracing” the online video phenomenon of the exploding geyser created from mixing Mentos with Diet Coke. This statement is from the same company whose formal position a few months ago was: “We would hope people want to drink [Diet Coke] more than try experiments with it,” says Coke spokeswoman Susan McDermott. She adds that the “craziness with Mentos … doesn’t fit with the brand personality” of Diet Coke.”
From the Wall Street Journal June 12, 2006. Well, now we have an official acceptance from Coke that people will now be publicly embraced for dropping Mentos into their product, rather than being shunned by the corporate giant for not consuming their product the “correct” way. Mentos on the other hand, had been feeding the frenzy, as they spend less than $20 million on U.S. advertising annually, but have estimated the value of the online buzz to be “over $10 million.” Rant Alert! While this can be an entertaining diversion, “for the kids.” Exposing stealth marketing. Vitamin Features » The rules of engagement. Ego Emissions: Home.