It Pays to Ask For More – Coke Zero Commercial “And…?”

Have you seen the Coke Zero commercial where a kid asks “And…” whenever he gets something and then he gets something even better? If not, here it is!

Skip this section and head to the next headline if you watched the video! Can’t or don’t want to watch the video? Here is a quick recap but keep in mind if a picture is worth 1,000 words then a video is probably 1,000,000…

A kid gets an ice cream cone and when it is handed to him he says “And?…” and then he gets sprinkles and a cherry added on top. A dog rolls up next to the kid (now a teenager) on a skateboard and stops. The kid says “And?…” and then the dog goes into the skate park and does tricks on the skateboard. Fast forward to the now college graduate’s job interview and the interviewer says “Congratulations! You got the job.” to which the graduate responds “And?…” and the interviewer adds stock options. He then goes clothes shopping and tries on a pair of jeans. A seductive woman then says “Those are nice jeans” to which, you guessed it, he replies “And?…” and she says “I get off at 4:00.” Finally he sits down at a table (and this is the advertisement part) and gets a Coke Zero. After taking a drink fireworks go off and he looks at the can about to say “And…” and the Coke slogan Great Taste AND Zero Calories catches his eye and the word “AND” sparkles.

Well apparently it is an effective advertisement if I’m blogging about it but I’m not here to sell you Coke Zero. The advertisement has a point.

It Pays to Ask For More

I can’t count the number of times I’ve gotten something more simply because I asked for more. Don’t get me wrong, I don’t just say “and…” with no reason to back it up and have someone give me free money. You always need a reason and shouldn’t just expect a hand out.

If you have a reason it is so simple to do yet so many people are scared to ask for it. I have saved $120 off my cable bill. After asking my readers Should I Get a Smartphone I decided to go for it and negotiated a $150 Smartphone plus $36 activation fee to $0 and saved $186 in the process. All I had to do was come up with a valid argument and ask. If their first offer wasn’t good enough I asked for more.

What is the Worst Thing That Can Happen?

The sales rep might tell you no. You might end up losing one single business transaction. These results are normally worth the small risk but PLEASE use your own judgment. I don’t want you to be unreasonable or greedy but if there is more on the table I feel like you should go and get it.

Which would you rather do? Sell 6 items for $10 each and lose no sales or sell 5 items for $20 each and lose one sale? You don’t want to lose the business deal of the century because you are being greedy, but losing one $10 sale when you can land 5 other $20 sales and double your money is a clear choice to me.

PLEASE Don’t Be Greedy

What I don’t want you to do is be greedy. Please do not be greedy. Be reasonable and have backup for why you’re worth or deserve more and things should work out. Know the market and know what you, your product, or the product you’re trying to get a discount on is worth.

Do you have an example of when you asked for more and got it? What was your reasoning and was it worth it?

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About Lance Cothern

Lance Cothern, a Certified Public Accountant (CPA) licensed in the Commonwealth of Virginia, is the founder of Money Manifesto. You can read more about him here or connect with him on Facebook, Twitter, Google+ or Pinterest.


  1. This could easily be applied to salary negotiations as well. If you can make a solid argument for why you should get paid more (and provide examples of what you have done the past 6 months or year) the worst that can happen is they can say no. Companies take risks by saying no because they are aware that you think you should be getting paid more and may look elsewhere.

    It can’t hurt to ask if your request is reasonable.

  2. I agree, keeping it reasonable is the key. If you get greedy, you’ll probably end up getting whatever ‘deal’ you had pulled off the table.

  3. I do this all the time! I recently bought a new car for dealer invoice (their cost). I went back to the dealer to buy a windshield screen and asked the salesman for a discount. They knocked off 10% ($3), just for asking a question. Everything is negotiaable, just ask!

  4. Ornella @ Moneylicious says:

    Smart pick on the video, Lance. Very cool! My cable bill is a great example. Because of a lack of signal, I was determined to lower my cable bill. I had to speak to four different people before I received $20 off the monthly bill.

    Similarly with salary negotiations–you are to influence the interviewer to create a focus to justify the additional salary increase (from the original offer). You do this by restating the benenfits and value you are bringing to the company and to the position.

  5. Great commercial! I remember when that came out.

    I guess I really don’t ask for more but I’m very rarely in a negotiating position. I could beat up some of my utilities and cell phone a bit but it’s not really my thing. It should be interesting though as things progress with my house and we transition to buying a new one. I like having options and allowing people to compete for business.

    • Sounds like you’ll have plenty of time to negotiate over the coming months. I like beating up the big companies and find it fun and entertaining in addition to saving some money.

  6. I have a hard time negotiating raises, but pretty much everything else I’m game. The one company that won’t cut me any slack is Directv. I couldn’t wait to get out of that contract.

    • If you’re under contract I imagine it’d be near impossible to get them to lower rates. Once your contract expires though I think they might lower it. Try it before you switch!

  7. actually this is very powerful ad. advertising agency must have billed millions for it.

  8. Nice post!

    Not widely known is the fact that certain types of retailers will bargain. Many furniture stores will come down on the price if you ask nicely. It never hurts to ask…they can’t hit you in public. 😉

  9. Really great point. Bargaining, haggling, or whatever you want to call it is definitely one of the reasons why certain people get ahead in life. I hate to use the quote that is so overused in situations like this (but I’m going to anyway):

    “You miss 100% of the shots you don’t take.” -Wayne Gretsky

    All you have to do is ask.

  10. ha ha! One thing I recently asked for was for my landlords to take off some money off my rent, because I’m having a hard time financially. While I didn’t ask “and” when they took $50 off, I was just proud of myself for asking. But you know next time…

  11. I forget to do this most of the time, but I have gotten money knocked off of my internet bill for asking,and we once got quite a bit discounted on our office phone system just for calling and asking if they had any better deals. I need to call on a couple of things this week. Glad I found this!

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