17 January 2007
The 2007 'diet Coke' Break Is Back!
Set your videos ladies, next Monday night you'll finally get your first glimpse of the all new 'diet Coke' Hunk in action, and it looks like he was worth the wait..
Coca-Cola Great Britain (CCGB) will premiere the multi-million pound revival of its iconic diet Coke Break advertising campaign on Monday evening, time and channel as yet undecided. The long awaited advertisement features an all new diet Coke Hunk and is set to become one of the most talked about advertising campaigns of 2007.
The identity of the new Hunk has been the source of great speculation since the announcement of his comeback in November 2006 and, after months of searching and auditioning, diet Coke chose Francois Xavier, a captivating 28 year old Frenchman from Lille to play the famous role. Francois stars alongside a group of young and sexy women in an ad that is sure to get pulses racing.
The ad entitled - 'Create your Own diet Coke Break' is a 21st century makeover for the diet Coke Hunk who first became famous in the mid nineties when 'Builder Hunk' Lucky Vanous took his 11.30 diet Coke Break and kept female office workers glued to their windows. Directed by award winning director Joe Roman, the new 'diet Coke' campaign features three sassy female workers who become deliberately stuck in the office lift and call on the Hunk, who plays a handsome lift engineer, to come and rescue them.
In a moment of discreet female 'collusion', the stunning trio create their own 'diet Coke' Break by entering the lift together, each with a refreshing can of diet Coke to hand. Swapping knowing looks with her work mates, one of the women stops the lift and with a mischievous eye to the security camera, pushes the emergency button to call the maintenance guy (Francois Xavier) to come rescue them. Within seconds, the diet Coke' Hunk gets to work, slowly hoisting himself down through the ceiling into the lift and to the girls' rescue. Clearly this isn't a one-off rescue, the Hunk's cheeky smile betraying that he's in on the act too and the girls' 'diet Coke' break is also a fun part of his daily routine!
Shot entirely in Buenos Aires in late December where day light was at its brightest, the ad construct celebrates female friendship, communication and camaraderie in the same way as the iconic and award winning diet Coke Break ads of the mid-90's.
The soundtrack to the simmering action is the well-loved Etta James track 'I just wanna make love to you', re-recorded by Jocelyn Brown.
When 'Coca-Cola Zero' (dubbed 'Bloke Coke') was successfully launched earlier this year, Coca-Cola Great Britain took the decision for diet Coke to return to its female roots and celebrate modern woman. With the launch of the new diet Coke Break campaign CCGB is making a clear distinction between its trilogy of cola brands: with 'Coca-Cola' as the universally loved, iconic brand at its core, 'Coca-Cola Zero' for the boys and 'diet Coke' for females everywhere.
Coca-Cola GB is looking to recapture the imagination of British women with the new campaign, as it did with 'Builder Hunk' or 'Appointment Hunk' who helped 'diet Coke' win a National Television Award in 1998 for the best television commercial.
Cathryn Sleight, Marketing Director Coca-Cola GB comments: "diet Coke has a long history of understanding women and is synonymous with female friendship and fun. With this iconic ad revival we got back in touch with our female heartland to learn how women's attitudes to men and relationships have changed since the 1990s. Using this insight, we brought the ad bang up to date with a stylish and sassy execution. The most anticipated change of course has been the new diet Coke Hunk - after months of casting auditions we found Francois and fully expect that he'll be a huge hit with the ladies! He's a refreshing and contemporary take on the iconic Hunk and from our research he ticks all the boxes on what modern women want in a man - good looks, toned not beefcake body, intelligence, warmth, sensitivity and above all a sense of fun!"
Following the successful launch earlier this year of Coca-Cola Zero, appropriately dubbed 'Bloke Coke', the time is right to go back our roots with diet Coke and focus on our loyal female customer-base."
The new mutli-million pound campaign will air across TV, cinema, billboards, online digital and print from 22nd January 2007. The new 'Break' advertising will be supported by a large scale 'Create Your Own diet Coke Break' on pack promotion, linking 3 top retail brands, with a new suite of packaging designs. point of sale, bespoke website and full PR support.
Notes to Editors:
'Coca-Cola', 'Coke', 'diet Coke' and 'diet Coca-Cola' are registered trade marks of The Coca-Cola Company.
Coca-Cola Great Britain (CCGB) will premiere the multi-million pound revival of its iconic diet Coke Break advertising campaign on Monday evening, time and channel as yet undecided. The long awaited advertisement features an all new diet Coke Hunk and is set to become one of the most talked about advertising campaigns of 2007.
The identity of the new Hunk has been the source of great speculation since the announcement of his comeback in November 2006 and, after months of searching and auditioning, diet Coke chose Francois Xavier, a captivating 28 year old Frenchman from Lille to play the famous role. Francois stars alongside a group of young and sexy women in an ad that is sure to get pulses racing.
The ad entitled - 'Create your Own diet Coke Break' is a 21st century makeover for the diet Coke Hunk who first became famous in the mid nineties when 'Builder Hunk' Lucky Vanous took his 11.30 diet Coke Break and kept female office workers glued to their windows. Directed by award winning director Joe Roman, the new 'diet Coke' campaign features three sassy female workers who become deliberately stuck in the office lift and call on the Hunk, who plays a handsome lift engineer, to come and rescue them.
In a moment of discreet female 'collusion', the stunning trio create their own 'diet Coke' Break by entering the lift together, each with a refreshing can of diet Coke to hand. Swapping knowing looks with her work mates, one of the women stops the lift and with a mischievous eye to the security camera, pushes the emergency button to call the maintenance guy (Francois Xavier) to come rescue them. Within seconds, the diet Coke' Hunk gets to work, slowly hoisting himself down through the ceiling into the lift and to the girls' rescue. Clearly this isn't a one-off rescue, the Hunk's cheeky smile betraying that he's in on the act too and the girls' 'diet Coke' break is also a fun part of his daily routine!
Shot entirely in Buenos Aires in late December where day light was at its brightest, the ad construct celebrates female friendship, communication and camaraderie in the same way as the iconic and award winning diet Coke Break ads of the mid-90's.
The soundtrack to the simmering action is the well-loved Etta James track 'I just wanna make love to you', re-recorded by Jocelyn Brown.
When 'Coca-Cola Zero' (dubbed 'Bloke Coke') was successfully launched earlier this year, Coca-Cola Great Britain took the decision for diet Coke to return to its female roots and celebrate modern woman. With the launch of the new diet Coke Break campaign CCGB is making a clear distinction between its trilogy of cola brands: with 'Coca-Cola' as the universally loved, iconic brand at its core, 'Coca-Cola Zero' for the boys and 'diet Coke' for females everywhere.
Coca-Cola GB is looking to recapture the imagination of British women with the new campaign, as it did with 'Builder Hunk' or 'Appointment Hunk' who helped 'diet Coke' win a National Television Award in 1998 for the best television commercial.
Cathryn Sleight, Marketing Director Coca-Cola GB comments: "diet Coke has a long history of understanding women and is synonymous with female friendship and fun. With this iconic ad revival we got back in touch with our female heartland to learn how women's attitudes to men and relationships have changed since the 1990s. Using this insight, we brought the ad bang up to date with a stylish and sassy execution. The most anticipated change of course has been the new diet Coke Hunk - after months of casting auditions we found Francois and fully expect that he'll be a huge hit with the ladies! He's a refreshing and contemporary take on the iconic Hunk and from our research he ticks all the boxes on what modern women want in a man - good looks, toned not beefcake body, intelligence, warmth, sensitivity and above all a sense of fun!"
Following the successful launch earlier this year of Coca-Cola Zero, appropriately dubbed 'Bloke Coke', the time is right to go back our roots with diet Coke and focus on our loyal female customer-base."
The new mutli-million pound campaign will air across TV, cinema, billboards, online digital and print from 22nd January 2007. The new 'Break' advertising will be supported by a large scale 'Create Your Own diet Coke Break' on pack promotion, linking 3 top retail brands, with a new suite of packaging designs. point of sale, bespoke website and full PR support.
Notes to Editors:
'Coca-Cola', 'Coke', 'diet Coke' and 'diet Coca-Cola' are registered trade marks of The Coca-Cola Company.
