Diet Coke launches playful new TVC campaign and partners with leading beauty brand specialist Benefit
Monday, January 09, 2012
Diet Coke is launching its 2012 'Love it Light' integrated marketing campaign that showcases and celebrates its lighter approach to life. Diet Coke is rewarding girls through a partnership with leading beauty brand Benefit, offering a money-off promotion through on-trend limited-edition packs. In addition to this, the new 'Love It Light' creative will feature across TV, VOD, cinema, out of home and print, featuring the Diet Coke puppets.
'GET GLAM' WITH DIET COKE AND BENEFIT
Designed to add a little sparkle to the New Year, Diet Coke is launching three exclusive new pack designs to celebrate the hottest fashion and beauty trends of the season. Supported by a 10-second TVC, - 'Get Glam' - outdoor, digital and PR activity, the campaign is set to reward consumers with each limited-edition pack offering a £5 voucher code, redeemable on purchases over £20 from www.benefit.cosmetics.co.uk*.
Each of the three new pack designs in the 'Get Glam' collection champions the individual style and personality of one of the Diet Coke girls, - floral print 'Romanic', on-trend hound's-tooth 'Fashionista' and striking zebra print 'Rock Chick'. Each design is accompanied by an on-trend Spring make-up look, created by Benefit exclusively for Diet Coke, ensuring there is a beauty look to inspire everyone.
Online a new Facebook app hosted at www.dietcokegetglam.co.uk will help Diet Coke fans achieve the new 'Get Glam' looks. The perfect accompaniment for getting ready with the girls, the 'Get Glam' app brings together glamour, fashion, style, beauty, friends and fun into one party-pampering package. Users can discover whether they are a rock chick, fashionista or romantic, learn how to interpret and perfect must-have fashion and beauty styles, or get ready with friends via a 'Glamming Together' video chat tool.
THE TV CAMPAIGN
The campaign will include a series of new TV commercials which bring to life the brand's light-hearted attitude, kick starting with, 'There's One Left' starring the confident Diet Coke puppets who bring fun, style and passion to everyday moments.
The brand new TVC, developed by Mother London and directed by Legs (Georgie Greville and Geremy Jasper) will debut in GB from 9th January 2012 and will appear in seven European countries.
The 'Love It Light' heroines - Eleanor, Bernadette and Irene - have been styled to reflect their individual, outgoing and sassy personalities. Eleanor, the consummate fashionista, is experimental and playful. Bernadette's romantic nature is reflected in her choice of detailing and texture on chic neutral pieces; while Irene's rock chick persona is brought to life through her edgy sense of style and penchant for studded leather. Each girl has her own look, but together they share the belief that the light-hearted side of fashion is all about personal style - rather than following fashion rules. These girls embody the 'Love it Light' attitude, with their inventiveness and characters at the heart of the spot.
'There's One Left' opens with Irene and Bernadette arriving home eagerly anticipating their Diet Coke. When they open the fridge, they discover there's only one left. They debate who deserves it the most, with flashbacks to their days' events - this includes plenty of embarrassing and frustrating moments brought to life in a light-hearted way. Eventually, Eleanor returns with her hair on fire and the girls immediately agree she's the most deserving of the last Diet Coke.
A further 10-second TVC named 'No Cal' is also set to air in 2012. The spot shows the three puppets hanging-out in their stylish kitchen. All three sip from the same can of Diet Coke to test its great taste and 'no calorie' properties.
Selena Taylor, Trade Communications Manager at Coca-Cola Enterprises Ltd, commented:
"Diet Coke is the UK's number one low calorie cola, worth £468.9[1] in value sales, with growth of 6.4% year-on-year[2]. We're confident the on-pack promotion with Benefit will be a huge hit with our core consumers and the creative new pack designs are sure to have great stand out on-shelf. The 'Love it Light' campaign will ensure awareness of the brand is high so retailers should ensure they are stocked up with the special edition packs to help boost their soft drink sales."
Retailers should call 0845 722 7222 for stockist enquiries.
For further information, please contact Frankie or Carly at Mercieca on 020 7485 0100 or email Frankie@mercieca.co.uk
[1] Nielsen Data MAT to w/e 01.10.11
[2] Nielsen Data MAT to w/e 01.10.11
Notes to editors
* Available until 18th March 2012. £5 off voucher is redeemable against a minimum spend of £20. One voucher per transaction
Diet Coke is a registered trademark of The Coca-Cola Company
Credits:
- Mother - Advertising (TVC)
- Legs (George Greville and Geremy Jasper)
