It's always a risky move when brands hand the reigns over to customers on social, and Coca-Cola's #GIFTheFeeling campaign is the latest stunt to fall foul of the pitfalls of personilsation.
Coke released a well-intended GIF maker last night in order to promote its new 'Taste the Feeling' strapline.
Supported by a website, the tool provided fans with a series of templates and invited them to overlay "a feeling" on top of the images. Tumblr and Twitter users quickly took the opportunity to pay tribute to the corporation with some 'taglines' of their own; probably not the response Coca-Cola was hoping for from millennials...
Scroll down to see some of the creations.
— very aesthetic lad (@Scatterfold) January 21, 2016
Second attempt to #GIFthefeeling, success. pic.twitter.com/vnVeJ9EBbl — David Felton (@doritosyndrome) January 27, 2016