OK Soda's Slogans & Taglines

OK Soda was a soft drink created by The Coca-Cola Company in 1993. Conceived by marketing executive Sergio Zyman—the architect behind New Coke and Fruitopia—the brand was designed to capture the cynical, disillusioned Generation X demographic through an unconventional anti-corporate positioning. Coca-Cola's global research revealed that "OK" was the most recognisable word worldwide, inspiring a name that deliberately underpromised rather than overclaimed. The beverage was marketed as a unique fruity soda with a distinctive citrus-spice flavour profile, described by the company as reminiscent of carbonated tree sap. It was packaged in stark black-and-grey cans adorned with subversive illustrations by underground cartoonists Daniel Clowes and Charles Burns, eschewing Coca-Cola's signature red. Its marketing campaign embraced irony and apathy, anchored by the slogan "Things are going to be OK", supported by a toll-free hotline and the brand's own "OK Manifesto." Despite a $10 million advertising push across select test markets, the drink failed to resonate with mainstream consumers and was discontinued in 1995 after capturing less than 2% of its targeted market share.