Client: Diet Coke
The latest addition to the Coca-Cola Great Britain (CCGB) portfolio, ‘diet Coke Plus’, launches this month, supported by an extensive marketing campaign including TV, print and outdoor advertising and trial driving activity.
Introduced in the US and Belgium earlier this year, ‘diet Coke Plus’ offers consumers the choice of drinking a no sugar soft drink with the addition of functional benefits. The new range includes two variants, ‘diet Coke Plus’ Vitamins and ‘diet Coke Plus’ Antioxidant, will be aimed at loyal ‘diet Coke’ drinkers giving them all the taste and refreshment of ‘diet Coke’ plus a little added goodness.
The 10-second TV ad by VCCP breaks in October. The creative reflects the vitality of the additional ingredients in ‘Diet Coke Plus’. Lifestyle silhouettes dissolve into shots of the silver bottles, complemented with the strap line ‘Plus a little added goodness’. The ‘diet Coke Plus’ ads will be placed in the same break as ‘diet Coke’ advertising.
Press ads focusing on the bottles and using illustrations from the TV creative break on the same day as part of a three month print campaign. Titles include female weeklies and monthlies, together with some national press supplements. A London focused 96 sheet campaign will follow. All creative work is by VCCP.
Strategic partnerships with leading brands form the focus of trial driving activity, allowing for precision marketing to ensure direct targeting of ‘diet Coke’ drinkers. Vouchers for free samples of ‘Diet Coke Plus’ will be given away through Elizabeth Arden gift with purchase bags and in Boots Health & Beauty magazine.
Joint ventures with Tesco Clubcard and Sainsbury’s Nectar card accommodate bespoke mailings and free product trial. The PR campaign, by Lexis, includes media briefings and consumer trial events in key cities around the country.
‘Diet Coke Plus’ Vitamins has the added benefit of vitamins for vitality and wellbeing and ‘Diet Coke Plus’ Antioxidant to help people keep up with today’s hectic lifestyle and will come in a 350ml fully sleeved bottle
and 350ml 4pk.
This is the first time that The Coca-Cola Company has added functional benefits to one of its sparkling beverages in Great Britain.
Marketing Director for CCGB, Cathryn Sleight says: “The introduction of ‘diet Coke Plus’ is part of our growth strategy to offer consumers choice. The launch is in response to consumer feedback around their changing lifestyles and needs.
"We all want to keep healthy, but it’s not always easy with today’s hectic lifestyles. ‘Diet Coke Plus’ offers two great ways for consumers to enjoy their favourite ‘diet Coke’ break while getting a little added goodness to see them through the day.”
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