Fanta's Secret Teenage Connection

This video shows how Ogilvy have taken something that originally used against kids into something useful for them.

I think that this has been a great exploration of new technology to better target the teenage group. Seeing as I am not a teenager and unable to hear these sounds I don't know how different it may sound from a 'normal' sound however I feel that it ca get slightly annoying and cause some problems in the classroom. If Fanta have the exclusive use of this technology for commercial purposes i.e. Patent, and becomes something of a 'fad' then this could prove to become a highly successful move by Fanta.

Although adults won't realise what they are missing out on, or have any knowledge of when messages are being sent around, I think the principle idea of having hidden messages only audible to teenagers is slight worrying, especially if it the technology to create messages is made publicly available. However in the context of this individual case for Fanta, it creates a community or a welcomed barrier between teenagers and adults, an 'in' group. This technology sparks some innate tribal instinct which will then lead to it becoming a fad.

However I can't stop thinking that it is too much too soon. What do you all think about this?

Is it awesome, or is it going too far? Do you think it will catch on or prove to be a flop?

Let me know by commenting below.

Cheers, Scottie