This is discussion archived from a time before the current discussion method was installed.
Seven Seals: I could be wrong, but the Mentos commercials don't seem like an example of this to me. Yes, Mentos does exploit the whole "be a rebel" thing, but they're not telling the consumer to rebel against commercialism of any kind. The Mentos message is "eating Mentos makes you cool and unconvential", not "eat Mentos because you'll be sticking it to Wrigley's Spearmint" (or something to that effect).
Gus: It does seem that the Mentos item is closer to being evidence for something like Buying Cool or Cool For Sale, which hawks by implying the buyer will suddenly become a much cooler person if they buy the product. There would be a good bit of evidence for that one, I think.
Seven Seals: Starting with just about every soft drink commercial ever made, probably. They either focus on how impossibly great their product tastes, or how impossibly cool you'll become by drinking it (or both, of course). 7-Up is a particularly good example. Then there's cars, deodorants, sportswear, candy (often with surreal but positive effects on the eater) and probably a whole host of other things I'm missing. Primarily those products where the experience is mostly or completely subjective, and saying "it's great" will only get you so far; saying "you'll be great if you buy it" works better.
Gus: Go for it, Seven Seals, my to-draft list is a bit long, just now...
Seven Seals: I've called it Bottled Cool and moved the Mentos example there. This is my first new entry, so please smack me over the head for any mistakes.
Gently.
==Arguably the Chipotle fast food chain qualifies as this, given that they try to cultivate an edgy/eco-sensitive environment, even though they're owned by Mc Donalds.
