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.
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 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.
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.
