- Diet Coke has launched a new marketing campaign in GB to celebrate its flavour range, which includes Diet Coke Twisted Strawberry and Diet Coke Exotic Mango
- Brand has enlisted TV star Tanya Reynolds to help bring the flavours to life
Diet Coke and Coca-Cola European Partners (CCEP) are celebrating the expansion of Diet Coke’s flavour range, which includes Twisted Strawberry and Exotic Mango variants, with a new multi-million-pound integrated campaign fronted by actress Tanya Reynolds.
A host of clips show Tanya, who is famed for her quirkiness, taking leads from an on-set director to try and bring the flavours to life. This includes her trying to mimic the ‘voice’ of a strawberry and show off her best ‘twisted’ dance moves.
The campaign features a new TVC launching on 17th June, with the same creative spanning TV, radio and OOH.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners, said: “This campaign highlights the latest example of how Diet Coke is continuing to innovate and expand. The creative brings the ‘Exotic’ and ‘Twisted’ elements of the new flavours out in a humorous way, helping to raise awareness and drive trial of the variants.
“Flavoured colas are hugely popular in GB, with 7.4million households buying into the segment and shoppers adding +30% growth in 2018[1]. This growth demonstrates the demand for more flavour variety within light colas. Diet Coke Twisted Strawberry and Diet Coke Exotic Mango are both great-tasting variants that offer consumers more choice, we’d recommend that retailers get stocked up to take advantage of the increased awareness the campaign will drive.”
Diet Coke is the No.1 sugar free cola in GB[2], worth £472m and growing by 11%[3]. All bottles are 100% recyclable and contain 25% rPET with 500ml bottles including a ‘Please Recycle Me’ message on the cap.
[1] Kantar WorldpanelTake Home 52w/e 02/12/18
[2] Source: Nielsen Total Coverage MAT 23.03.19
[3] Source: Nielsen Total Coverage MAT 23.03.19
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