Diet Coke Launches New Campaign For 2010

Tuesday, February 16, 2010

The UK's number one low calorie cola, diet Coke, is launching a fashion-inspired on-pack promotion and multi-million pound brand campaign. The campaign includes a pack makeover across the entire range and partnerships with popular consumer magazines and a leading fashion website, with an aim to appeal to fashion and beauty conscious diet Coke consumers.

The campaign is split across instant (330ml cans and 500ml single bottles) and future consumption packs (2L single bottles and 6, 8, 10, 12 & 15 multipack cans), allowing diet Coke to focus on both in and out of home occasions and tailor on-pack offers to specifically meet consumer objectives.

Consumers will be invited to "Know the Look" by winning a free magazine with every future consumption pack bought. This includes leading Bauer publications; 'More', 'Heat', 'Grazia' and 'Closer'. To claim the free magazine, consumers will simply need to register the pack code on the Coke Zone website www.cokezone.co.uk[This will open in a new window], choose which title they want and print off a free voucher to redeem in store[1] .

With every purchase of diet Coke 330ml and 500ml consumers will also have the opportunity to "Get the Look". Each pack qualifies for a £5 voucher, which can be redeemed on any £20 purchase from ASOS.com. Every pack also qualifies for one entry into draws held every 30 minutes to win a £100 outfit from ASOS.com. ASOS.com attracts an enormous 5.2m visitors per month and has 2.2m registered users[2] . Aimed primarily at 'fashion forward' 16-34 year olds, ASOS is a perfect fit for diet Coke's objective of driving frequency among 17-29 year old female consumers.

As with the "Know the Look" promotion, consumers can also redeem ASOS prizes by registering online at Coke Zone or by text to qualify for the £5 voucher. Consumers will also be directed to ASOS.com from the Coke Zone website.

To ensure the campaign creates as much impact as possible, consumers will also be able to "Have the Look" with catwalk-inspired diet Coke packs which will ensure in-store theatre and on-shelf stand out.

Selena Taylor, Trade Communications Manager at Coca-Cola Enterprises commented:

"diet Coke is the UK's number one low calorie cola, worth £422m and with an overall 31.1% value share of total colas[3]. We're incredibly excited about this promotion and it's fantastic to be able to offer consumers such amazing prizes. By rewarding them with a free weekly or fortnightly magazine of their choice we can help drive purchase intent and boost sales for retailers.

"We are confident the ASOS promotion will also prove hugely popular by combining one of many women's favourite activities, shopping, with their favourite soft drink, diet Coke. Both promotions tap into a weekly ritual, rewarding loyal consumption by partnering with another key female weekly purchase. The new packaging is sure to also be a hit with consumers and will create 'talkability' and strong on-shelf standout throughout March."

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.

Special diet Coke packs will be available from the 1st March 2010. For stockist details please contact 08457 227 222.

End

Notes to editors

Know the Look Redemption Details

Free magazine offer vouchers available from the 1st March - 31st March 2010. Magazines will be available to redeem from the 2nd March - 12th April 2010 inclusive. Codes received after the closing date and before midnight on the 31st May 2010 will be entered into a bonus draw to win one of 50 copies of 'Heat' magazine.

• Diet Coke is a registered trade mark of The Coca-Cola Company.
• Coke Zone is a trademark of The Coca-Cola Company.

Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.

CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across six manufacturing sites and a number of regional offices and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK[4] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink[5] and remains one of the most innovative brands in the world today.

[1]Magazines can only be claimed and collected in-store, consumers are not able to redeem on-line
[2]Data published in the press 17.07.09
[3]Nielsen Latest MAT vs YAGO to 16.01.10
[4]C Nielsen Total Coverage to 31.10.09
[5]AC Nielsen Total Coverage to 31.10.09