Diet Coke looks to ‘reignite passion’ for brand in campaign targeted at ‘loyalists’

coke2A new campaign for Diet Coke will attempt to “reconnect with brand loyalists” using digital and social platforms and the creation of branded content through “influencer partnerships”.

The targeted push, created by Ogilvy, will see digital advertising directed to consumers who have interests in fashion, cooking and home styling.

Coke said the campaign is designed to “reignite their passion for the brand while reminding fans how it can make them ‘feel good’.”

Livia McKenzie, marketing manager for Coca-Cola Lights, Coca-Cola South Pacific, said: “We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine.

“We’re targeting a distinct group of consumers with our campaign so the key for us is to ensure our execution is aligned to that strategy, delivering the campaign to the right people, at the right time, on the most relevant device and in the best suited locations.”

The influences partnerships will aim to “bring the personality of Diet Coke to fans” while it will also leverage customer loyalty platforms, including Coke Rewards, and other retailer rewards programs to drive sales.

cokeMcKenzie added: “We want to bring to life the role that Diet Coke plays in the lives of fans and the smiles it brings to their faces.

“The goal of the campaign is for Diet Coke loyalists to rekindle their love for the brand and rediscover the product’s great benefits, which we hope will ultimately drive purchase consideration at-shelf.”


Media strategy & buying: UM

Creative: Ogilvy

Influencer & sonsumer PR: Adhesive

Website: Satellite

Trade PR: Red


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