Advertasting: Tongue Ring Ads in Brazil

It's one thing to say you like the taste of the new Coke Zero, it's another to brand that opinion on your tastebuds. According to Adrants, Coca-cola is pioneering the world of "advertasting," in other words, they're working with tattoo and piercing parlors in Brazil to give away free piercings to those who pose for the camera with Coke-Zero-branded tongue rings.

All the pics are then uploaded to a Google PicasaWeb gallery, directed from www.cocacolazero.com.br/linguapatrocinada. Interesting that Coke chose to upload their images to a Google gallery rather than host it off their own site, but it remains to be seen what the end purpose of these images will be. Still, I fail to see the effectiveness of this campaign apart from generating buzz. But wouldn't said buzz be built from the particpants agreeing to wear their Coke Zero piercings beyond their photo shoot?