Coca Cola held a campaign that consisted of a an ad that can only be deciphered by color-blind people.
This Ishihara image is cryptic to everyone else.
This teaser campaign was launched in Denmark for the world-wide known Coca Cola brand, but only 5% of the population could actually understand the "hidden" message.
This is because, as seen above, the copy was "hidden" in an image made up of
greenish-brown bubbles to most viewers. But technically these bubbles are a reverse Ishihara image.
However, color-blind people see the word "Life" nestled within the green design.
As said in the article by the Essencius managing partner Brian Orland, "Our idea is based on the premise of engaging many by targeting the few. Surprising people and getting them curious about the hidden message in the campaign has had a great impact on the engagement rate."
These images appeared in different promotional medias such as: digital ads, social media, outdoor installations and at department-store sampling sessions.
Often random campaigns like these that use colorblindness or other disorders as a hook can lead to people taking it as offensive or exploitative, and take brands to task for trying to leverage the unique qualities or perceptions of specific groups for commercial gain.
http://www.adweek.com/brand-marketing/ad-day-coca-cola-campaign-can-be-deciphered-only-color-blind-people-168737/
