Diet Coke has announced the launch of a new marketing campaign that will seek to encourage consumers to embrace their impulsive side.
The advert, aimed principally at women, will begin airing later this month as part of the ‘Regret Nothing’ campaign. It begins with a woman at an airport in a moment of regret, as she utters the words “I should have gone”, before following her as she discovers her spontaneous self and catches a flight to be with someone special. It was created by advertising agency BETC London, and features the directorial talent of Martin Krejci and music from Swedish singer-songwriter Miss Li.
It will be accompanied by a print campaign featuring “light-hearted spontaneous stories” on the topics of friendship, relationships and fashion.
Bobby Brittain, marketing strategy and activation director for Coca-Cola Great Britain, said: “For over three decades Diet Coke has continued to reflect the evolving role of women in society through its advertising, and has always celebrated and championed the positive impact and roles women play.”
The new promotion is a significant departure from the brand’s previous ‘Hunk’ campaign, which we reported on in 2013. Brittain added: “We hope that this new campaign will have the same impact that previous and much loved Diet Coke ‘Break’ commercials have had on women and will motivate our fans to embrace their impulses and ‘Regret Nothing’.”
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