‘Diet Coke’: The Break is Back

Monday, February 26, 2007

CCE Set To Give Consumers £5 Million Pounds Worth of Ultimate Breaks

As of Monday 19th February, Coca-Cola Enterprises (CCE) will be setting women's hearts racing with a massive 'diet Coke' brand promotion which gives 500 lucky consumers the chance of winning and creating their ultimate 'diet Coke' break worth £10,000 each.

Following the return of the iconic 'diet Coke' break advertising campaign in January, featuring a new Hunk, the 'diet Coke' brand experience will reach its pinnacle with five full weeks of fantastic giveaways.

Whether it is a trip to Monte Carlo with the girls, being pampered in absolute luxury in Rome or a shopping extravaganza in Florence, winners will get a chance to create their own ultimate break. There are also fantastic retail discounts off shopping, travel and pampering including with Miss Selfridge, opodo.co.uk and Toni & Guy.

'diet Coke' accounts for 76% of diet cola value sales, and the new campaign is set to give what is already a hugely successful brand an even bigger boost.

CCE took the decision for 'diet Coke' to return to its female roots and celebrate modern woman when 'Coca-Cola Zero' (dubbed 'Bloke Coke') was successfully launched in 2006. With the launch of the new 'diet Coke' break campaign, CCE 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.

The brand experience will include new packaging for 'diet Coke' where consumers will discover a unique code on pack. Consumers will then need to register this code on the 'diet Coke' break website www.dietcokebreaks.com or text to receive instant notification. Winners will need to log on, enter the code and then begin creating their ultimate 'diet Coke' break online.

Non winners will also get the opportunity to see if they are eligible for fantastic partner offers. Every pack is worth one point which is equal to £5 voucher with every spend of £30 or more in Miss Selfridge, or £10 off any booking with Opodo and six points is equal to £10 off every cut & dry or technical service at Toni & Guy.

The integrated marketing campaign for 'diet Coke' break is worth a total of £2.3 million and will include television advertising, 200,000 POS pieces in over 50,000 outlets, magazine partnerships and digital and email support. In total, 'diet Coke' will receive an £8 million media spend in 2007, an increase of 44% on 2006.

Anita Huntley, Head of Marketing for CCE comments:

"'diet Coke' has a long history of understanding women and is synonymous with female friendship and fun. 'diet Coke' is an incredible success story and this exciting new campaign is set to re-ignite women's passion for the brand by bringing the experience of creating your own ultimate break to life. This focused investment and clear and concise positioning means that 'diet Coke' will truly resonate in the minds of its target audience which will ultimately bring benefits to our customers and consumers alike".

Notes to editors

Sources:
1 - ACNielsen Total Coverage 52w/e Value Sales 9 September 2006

Legal Lines:
'Coca-Cola', 'Coke', 'diet Coke', 'diet Coca-Cola' and 'Coca-Cola Zero' are registered trademarks of The Coca-Cola Company.

For further information please contact:
Sasha Qadri on 07980 766011