Edgy Tone Pops in New Diet Coke Campaign

Posted on by Patty Odell

Diet Coke has unleashed the latest iteration of its new global brand platform to promote two new flavors.

The new flavors, Strawberry Guava and Blueberry Acai, appear as the stars in six new 15- and 30- second TV films  airing on YouTube, as well as three broadcast TV commercials. The tone in the films takes on a bit more edge with the theme that Diet Coke can fit into the everyday lives of its target consumers.

The videos include: Late Night Driver, Sophomore Hustle and Big Meeting.

A digital play is ongoing on Instagram, Facebook and Twitter with a mixture of different types of content rolling out, says Danielle Henry, group director, integrated content, Coca-Cola North America.

“We’ll also be using some planned cultural moments throughout the year to demonstrate the attitude of Diet Coke like summer vacation and spring break, as well as those tied to interests like travel and food and the hustle of the young go-getter,” she says.

An OOH buy in key markets also supports through a permanent network of high profile placements in 24 markets as does a “big buy” in the brand’s four top priority markets: Boston, Chicago, Los Angeles and New York. An in-store presence and digital audio also support the platform.

The new campaign rides the momentum of Diet Coke’s recast last year to contemporize the brand with a laser focus on reaching Millennials and Gen Z.

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In January 2018, Diet Coke relaunched with the hashtag #SoManyFlavors branding that exploded with vibrant colors and graphics of sleek new modern cans of the four new flavors of Diet Coke—Feisty Cherry, Ginger Lime, Zesty Blood Orange and Twisted Mango— designed specifically with Millennials in mind.

The relaunch was surrounded with a new integrated marketing campaign “Because I Can,” which “is all about doing the things in life that make you happy, no matter what anyone else thinks,” the brand said at the time. The campaign included a suite of 15-second films, including a Super Bowl spot airing for the first time in 21 years.


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