Diet Coke ad campaign stars Duffy

Monday, 19 January 2009

February 2009 will see significant activity in the soft drinks' category with the launch of a new phase in iconic 'diet Coke' advertising.

The all new campaign, entitled ‘Hello You', will be supported by a massive multi-million pound integrated marketing campaign and will run throughout 2009.

'diet Coke' remains the number one diet cola, delivering over £396m in retail sales and driving soft drink sales for retailers nationwide.

The new campaign follows previous iconic advertising including the hugely successful ‘diet Coke Break' campaign which first launched in 1994 and has ensured the brand remains enormously popular with its core target female consumer.

‘Hello You' is the next iteration of iconic advertising focusing on the pressures and expectations faced today by 21st century women. It marks the biggest campaign for ‘diet Coke' since the initial one almost 15 years ago.

The launch will also be supported by an exciting on-pack promotion across all 500ml bottles and 330ml cans of 'diet Coke' in which consumers will have the opportunity to win £10,000 everyday throughout February, to spend however they want.

Consumers can enter the competition by entering the on-pack code via text or at the Coke Zone website www.cokezone.co.uk.

Welsh singing sensation Duffy has also now been confirmed to star in the new ‘diet Coke' European advertising campaign.

The multi-million campaign is set to launch in many countries across Europe early in 2009.

The new campaign for 'diet Coke' will show the three times Grammy nominated singer - best known for her international number one hit Mercy and 4.5 million selling album Rockferry - acting in one of a series of 30 and 60-second spots for her first ever high profile appearance in a TV advertisement.

Duffy, who follows in the footsteps of Kim Basinger who starred in a previous 'diet Coke' ad, will appear alongside other strong, sassy young women who are celebrating their right to stand up to the pressures of modern day life.

Coca-Cola sees Duffy as hugely talented and accessible, making the ads attractive to younger female viewers aged 20-35.

Talking about her role in the new ads, Duffy said, "I love the attitude of this new diet Coke ad. I drink so much of the stuff, they were either going to give me shares in the company or put me in the advert."

Kenny Chisholm, Trade Communications Manager at CCE comments: "We are incredibly confident the new 'diet Coke Break' advertising campaign and accompanying on-pack promotional activity will create mass appeal amongst our core female audience throughout 2009.

"This will help further boost sales in-store and incremental profits for retailers."

For stockist details retailers should contact 08457 227 222.

Source: Coca Cola