Diet Coke launches Aussie campaign fronted by US tween star Chace Crawford
Diet Coke has launched a new Australian campaign to promote a large scale on-pack giveaway – fronted by American tween star Chace Crawford.
The ‘Reward Your Mood’ campaign asks consumers choose one of 23 moods to represent them, enter it on Coke’s website to redeem a reward from every bottle purchased.
The campaign centres around the Coke Unleashed website and Facebook page, with activations in store at point-of-sale, out-of-home, and an experiential ‘Diet Coke’ consumer activation in Martin Place with Chace Crawford. The giveaway includes music downloads, movie rentals, nail polish and free Diet Coke.
Pamela Wyatt, Diet Coke’s marketing manager said in a release: “This year we are breathing new life into the ‘Diet Coke’ classic marketing campaigns of the past by partnering with Chace Crawford who is definitely popular with young Australian females. ‘Diet Coke’ advertisements featuring a male as the hero were first developed in the 1990s.”
Chace Crawford is primarily known for his role in Gossip Girl and features in the new film What to Expect When You’re Expecting, which debuted strongly at the Australian box office last weekend.
Credits
Agencies:
Creative – Ogilvy
Media – Ikon
Promotion Agency – Wunderman
Strategy – Naked
Point of Sale – Fuel
Consumer Public Relations – One Green Bean
Tween star Chace Crawford? Gossip Girl isn’t marketed at tweens and does well in the teen and 18-34 demo. What to Expect When You’re Expecting – and I’m taking a stab here – is also not for tweens. I hazard a guess that if he was a tween star he wouldn’t have been chosen for Diet Coke due to the negative connotations of advertising junk food to kids.
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