Diet Coke chases the lighter side of life
Diet Coke is partnering with online fashion retailer ASOS.com and Bauer Media in a bid to appeal to girls who ‘Love it Light’.
In a new advertising campaign, which will feature TV, on-pack promotion, social media, digital and outdoor activity, Diet Coke celebrates the lighter side of life with a series of show-stopping fashion-led creatives with the aim of tapping into women’s passion for hot trends, fashion content and fun.
As part of the advertising marketing campaign, Bauer Media’s Heat, Grazia, Closer and more! magazines will be available via the loyalty site Coke Zone when they purchase special promotional packs (2L bottles and fridge packs).
Women will have the chance to ‘get the look’ and win an outfit every 30 minutes from leading online fashion store ASOS.com, plus £5 off their next order of £20 or more on site (using codes on 330ml cans and 500ml bottles via Coke Zone).
The new campaign, which will feature on Coca Cola’s Piccadilly sign, will star three sassy female puppets who encapsulate the ‘Love it Light’ spirit.
The ad campaign and brand experience will be supported with a new Diet Coke Facebook hub, a year long partnership with ASOS.com including a ‘Love it Light’ Fashion collection and partnership with Kiss Radio.
Cathryn Sleight, marketing director for Coca-Cola Great Britain said, “Diet Coke is championing a life lived lighter and the ‘Love It Light’ campaign is all about delivering an instant moment of pleasure and pick me up at every touch point. We understand women’s passion for fashion and the role it plays in their everyday lives so we’re delighted to be partnering with two of the UK’s most exciting fashion brands to delight and reward.”
Terri Westlake, head of media for ASOS.com, added, “ASOS.com is delighted to be working with diet Coke on this very new and exciting partnership. Through its unique retail and content offering, we believe that ASOS is perfectly placed to communicate the ‘Love It Light’ message in a highly innovative way; creating a definitive destination for women to gain those little moments of fashion pleasure whenever they need them.”
Source : Utalkmarketing
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