Coca-Cola has announced a new brand partnership with Fox Searchlight Pictures, ahead of the release of Absolutely Fabulous: The Movie in July.
As part of the link-up, Diet Coke has unveiled limited-edition Absolutely Fabulous-themed packs with a striking image of stars Jennifer Saunders and Joanna Lumley decorating the limited-edition pack designs.
The packs will be available across the full Diet Coke range nationwide from mid-June. An Absolutely Fabulous limited-edition 250ml alubottle will also be available from Liberty London and Boots stores nationwide to mark the release of the film.
The partnership will be supported by in-store point-of-sale activity, an outdoor advertising campaign, PR, radio and digital engagement. The huge reach and scale of Absolutely Fabulous: The Movie will give Diet Coke opportunity to offer a new range of product to its key target demographic, Coca-Cola Enterprises claimed. Equally, having Diet Coke as key brand partner will give Absolutely Fabulous: The Movie increased visibility across its target audience through the high quantity of product available nationwide, the company continued.
Absolutely Fabulous: The Movie is based on a British television series that first aired in 1992. It was written by the show’s creator, Jennifer Saunders.
Saunders said: “Just like Absolutely Fabulous The Movie, Diet Coke oozes glitz and glamour so I’m really excited about the partnership and can’t wait to enjoy a ‘Diet Coke break’ with the limited-edition product!”
Caroline Cater, operational marketing director for Coca-Cola Enterprises, said, “As one of this summer’s most anticipated films, Absolutely Fabulous: The Movie is the ultimate partnership for Diet Coke. Many of our Diet Coke drinkers grew up watching the iconic British comedy on television so we feel very excited about the collaboration and look forward to celebrating the film with our Diet Coke Absolutely Fabulous-themed packs. The two brands’ target demographics mirror each other perfectly, making the pair an ideal double act.”
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