Organic Coke Arrives
Five years ago we presented a speculative product called Organic Coke to stir a discussion on the use of natural imagery to market products. Last year we reported on an internal presentation of the Coca-Cola company that analyzed the opportunities of Organic Coke. Guess what? This month the soda-giant launches healthier and eco-friendlier option to consumers. They call it: Cola Life.
‘Coca-Cola Life’ is said to be an all-natural, low-calorie soda packaged in a fully-recyclable plant-based bottle. The drink is made with a mixture of sugar and stevia-based substitute, and contains two times fewer calories than regular Coke. The all organic sugar drink is launched in Argentina, with total world domination soon to follow. The website is a schoolbook parody of biomimic marketing, except that it is not a parody.
Work Out Like the Flintstones
The exercise of the future? Paleolithic fitness! From hanging from a tree branch like Tarzan, throwing and catching cobblestones to barefoot climbing, working out like our ancestors is the latest American trend. The new/old caveman fitness craze is quickly surpassing other exercise programs in popularity.
Next Nature saves Old Nature
Who would have thought synthetic organisms would ever be employed to save endangered species? Conservation biologist worried about the extinction of exotic frog populations are calling the help of synthetic biologists to avoid disaster.
Currently, a fungus epidemics with the eerie name batrachochytrium dendrobatidis threatens more than 2,800 amphibian species. The depicted Panamanian golden frog has already been pushed close to extinction by fungal disease, but conservationists believe the tragedy could be countered by a new generation of synthetically manipulated organisms.
“We face the prospect of losing a great deal from the natural world and we have to think of solutions that could be generated by all sorts of different techniques, including those involved in synthetic biology.” conservation biologist Kent Redford told the Guardian.
How ‘Green’ is Green Cotton?
The latest trend in fashion is organic clothing. These clothes are made with organic materials and raised or grown by organic agricultural standards. Examples of such organic materials are cotton, jute, silk, ramie or wool. These materials are grown without herbicides, pesticides or any genetically modified seeds.
Intuitively we expect these organic clothes to be more environmental friendly and sustainable than polyester textiles, until you realize the natural color of cotton is not green, but brown.
When Biomimicmarketing Kills
Loosely regulated and largely untested in clinical trials, herbal medicines nonetheless do big business based on their image of being wholesome, natural, and backed by millennia of tradition. Common sense tells us that it’s healthier to swallow a flower than a pill, and wiser to consult with a kindly herbalist than with a white-coated doctor.
Biomimicmarketing is so persuasive that it can sell poison, so long as the poison is “natural”. Aristolochia, a mottled purple flower, was a common medicine in ancient Rome, Greece and Egypt, and is still an ingredient in traditional chinese remedies and in certain weight-loss supplements. Prescribed for ailments as wide-ranging as childbirth, arthritis and snakebites, for thousands of years doctors and patients managed to miss the flower’s most potent property: It will kill you.