Diet Coke Celebrates Fun, Frocks and Fashion
16 February 2010
Multi-platform campaign launch for girls who 'Love It Light'
Diet Coke is launching a sassy new multi-million pound brand campaign for girls who 'Love It Light.' Kicking off in 2010 the iconic female brand will celebrate the lighter side of life with a series of show-stopping fashion-led creatives, including a brand new TVC, and brand partnerships designed to tap into women's passion for hot trends, fashion content and fun.
Like Diet Coke, the 'Love it Light' campaign will give both loyal fans and a new generation of women an instant moment of pleasure and pick me up, encouraging them to embrace a lighter attitude to life and make them feel great. The disruptive campaign uses women's universal love of fashion to excite and reward as Diet Coke partners with two of their favourite brands - ASOS.com and Bauer Media.
The fully integrated campaign comprises a new TVC 1, on-pack promotion, social media and digital plus high impact outdoor advertising; reaching women via multiple touchpoints.
From catwalk to can brand experience
The first pillar of 'Love It Light' will launch on February 15th with what's set to be the most talked about on-pack promotion of the year - free fashion mags, ASOS.com clothes and a fabulous new pack design. Fashionistas will be able to 'know the look' and get their fill of all the fashion news they can handle with free copies of the UK's most influential female focussed magazines. Bauer Media's Heat, Grazia, Closer and more! magazines will be available via 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 promotional packs will achieve stand out in store and appeal to the fashion pack alike thanks to a fabulous makeover to coincide with London Fashion Week. Set to be this season's hottest accessory Diet Coke packs will work a striking hot pink leopard print design, taking one of 2010's hottest looks from catwalk to can. Fierce!
'If You Love It Light' TVC
The new campaign will be supported by an exciting new TVC in March, featuring three sassy female puppets who encapsulate the 'Love it Light' spirit. Savvy, sophisticated and witty, the gal pals will bring a bit of girlie fun to consumers lives across TV, digital and outdoor with their humorous takes on life. The girls will even get their name up in lights as they appear on the iconic Coca-Cola Piccadilly sign.
In a multiple platform execution, the advertising campaign and brand experience will be supported with an exciting new Diet Coke Facebook hub, a year long partnership with ASOS.com including a 'Love it Light' Fashion collection & partnership with Kiss Radio.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain explains: "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 comments: "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."
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For further information please contact: Jessica Silver, Lexis PR - 020 7908 6545 / jsilver@lexispr.com. Mel Bryant, Lexis PR - 020 7908 6542 / mbryant@lexispr.com
Notes to Editors
About Coca-Cola Great Britain
'Coca-Cola' remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period 'Coca-Cola' trade mark has had a fantastic year with retail value sales growing by 4.9% to £542.3 million. The My Coke portfolio (which includes 'Coca-Cola', 'Diet Coke' and 'Coca-Cola Zero') experienced retail sales of £1.02 billion in the same period with growth of 4.5% in value and 4.2% in volume versus the previous year. 'Diet Coke' sales stand at £421 million with growth of 5.2% versus last year. Meanwhile, 'Coca-Cola Zero', which has been hailed as the biggest NPD launch in over 20 years, is now worth £56.3m showing fairly static value change versus last year but volume growth of 1.7%. (Nielsen Total Coverage 52 w.e 02.01.10).
1 TVC premieres on 14th March, additional information to follow
