Are you on coke or are you on Coke?

As Coca Cola’s latest Diet Coke ads stir up controversy over social media for their not-so-subtle allusion to drugs, a marketing expert says the company either dared to go there or it’s just really out of touch with its target audience.

“Yes, I can absolutely see (the intention),” said Alan Middleton, a marketing professor at the Schulich School of Business at York University, “but any doubt or suggestion about the phrasing goes around on social media, so it will be thought of in those (drug) terms.”

While Coca Cola insists it’s about life’s big and small “You’re on” moments, many are finding it hard to ignore the phrase’s more colloquial meaning. Namely, are you on drugs?

The Internet seems convinced it went there with its logo positioning, some missing punctuation and ads showing people taking a quick chug (or a quick hit?) before being on.

One New York ad reads: “you’re moved to New York with the clothes on your back, the cash in your pocket and your eyes on the prize. You’re on (giant Coke logo).”

Online, it’s taken on a different tone, with Twitter users happily mocking Coca Cola: “You’ve been riding the C back and forth for 7 hours. You’re on Coke.”

And: “You moved to New York with 10 grand from your pops, a job at Goldman, and a place in Murray Hill. You’re on Coke.”

Not to mention the company that designed the ads is Droga5, “droga” being the Spanish, Italian and Portuguese word for drug.

Still, Coca Cola says that by “you’re on,” they really mean you’re determined and successful.

“It celebrates ambitious young achievers from all walks of life and reminds them that Diet Coke is there to support them in the moments when they are at their best,” said the company in a statement. “Diet Coke in no way endorses or supports the use of any illegal substance.”

A company spokesperson declined to answer questions about how long the ads, which have been appearing across the United States since the beginning of February, are going to be up and if there are any plans to expand them worldwide.

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And unless drug rehabilitation groups take up the cause, Middleton said the ads will likely remain a fairly small controversy in Coca Cola’s history.

“In marketing terms, this is what I categorize as an annoyance,” he said, “one they need to pay attention to so it doesn’t grow into something more significant.”

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