As the 4th season of American Idol begins its looooooooooooooong turn for home, I noticed several small nuances in Coke's ongoing sponsorship of the series. What was once subtle and very classy placements have now become somewhat crass and obvious. Take their red room and accompanying furniture - the sofa now has an ugly Coke swoosh - or whatever they call it. There was also the Coke logo plastered on the screen during one of their moments.
Why the need to be so obvious? Why is this brand underestimating its audience?
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