TIME Companies

This Coca-Cola Ad Can Only Be Read by the Color Blind

Stacks Coca Cola Zero and Coca Cola Diet can boxes in a
Roberto Machado Noa—LightRocket/Getty Images Stacks Coca Cola Zero and Coca Cola Diet can boxes in a store, Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world

“Can you connect the dots?”

Companies often engage in targeted advertising campaigns, but one of the world’s largest beverage makers recently put out an ad with a message that can only be deciphered by less than 5% of the global population.

The Coca-Cola Company recently deployed the advertising campaign in Denmark and it features an image that looks to most people like one large circle comprised of smaller, green and brown-ish colored circles arranged in a unique pattern. Apparently, though, as Adweek notes, the image’s pattern reveals the word “Life,” but only people who are color blind are able to pick up the message. The ad, created by Danish ad agency Essencius, promotes Coke’s reduced-calorie Coca-Cola Life, which uses the sugar substitute Stevia.

Essencius’ Facebook page included a sneak peek at the ad’s image earlier this month with the tag, “Can you connect the dots?”

According to the Colour Blind Awareness non-profit organization, about 4.5% of the world’s population is color blind, though more men are affected than women. Despite the relatively small number of people who can read the advertisement, Essencius managing partner Brian Orland told Adweek that the ad can inspire curiosity in anyone who views it, which “has had a great impact on the engagement rate.”

This article originally appeared on Fortune

Tap to read full story

Your browser is out of date. Please update your browser at http://update.microsoft.com


YOU BROKE TIME.COM!

Dear TIME Reader,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team