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.
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.