I was in the gas station this morning, grabbing a little pick-me-up (caffeine), when I saw a coupon that caught my eye.  I've seen it before but have never taken the time to actually stop and look at it.  And now, after looking closer, I see why:

What's wrong with that picture?  Have you noticed it yet?  I'll give you a couple of hints:

• It's not a misprint
• It's not expired or anything
• There's nothing physically wrong with it

Give up yet?

If you're going to give away something sugary, sweet, and full of calories, like… oh… I don't know… Reeses… pitch it to the right audience.  Why, out of all the Coca-cola products available, would you choose to picture candy next to a Coke Zero?  Zero is made for folks trying to watch their caloric intake.  Not really the same crowd as the Reeses eaters out there. 

Sometimes you have to wonder who comes up with these things.

This gas station coupon should serve as a big reminder to all of us in the marketing, promoting, and advertising business.  There's a reason you hear people talk about research and the identification of your target audience.  Obviously someone didn't do their homework and we have a bad case of audience disconnect going on here.

If you're going to make an offer like this to customers, please - for the love of Mike - figure out exactly who the intended audience is.  Online… offline… it doesn't matter.  In this example you run the risk of alienating not only the Coke Zero drinkers out there, but also the Reeses eaters (oh… are they saying because I eat Reeses I need to drink diet drinks??).

I'd probably have used this coupon before now if it would have had a picture of a Coca-cola Classic on it.  Or even Sprite.  But Coke Zero?  So NOT the candy-eating market!

Granted, the same people who order extra large french fries and then a diet Coke might like this coupon as is.  But I've never understood that, either.