Diet Coke 'Love it Light' Campaign Targets Stylish Women
Katherinev123 — January 12, 2012 — Marketing
References: popsop & brandingmagazine
With the Diet Coke 'Love it Light' campaign, beverage megabrand Coca-Cola is using its famous dolls to promote its low-calorie drink line.
Set to roll out in seven European countries, the Diet Coke 'Love it Light' campaign includes commercials, print ads and social media developed by Mother London targeted specifically at its female customers. According to Popsop, the first commercial in the series is called 'There's One Left' and features Diet Coke's fab and fashionable dolls -- Eleanor, Irene and Bernadette -- fighting each other for the last can of Diet Coke.
In addition to the humorous, targeted ads, the Diet Coke 'Love it Light' campaign will also comprise a new set of Diet Coke packaging designs. The new packaging will be more stylish and feature zebra, houndstooth and floral prints. What's more, the drink brand has also partnered with Benefit cosmetics to offer Diet Coke purchasers a £5 coupon they can redeem for Benefit makeup priced over £20.
Set to roll out in seven European countries, the Diet Coke 'Love it Light' campaign includes commercials, print ads and social media developed by Mother London targeted specifically at its female customers. According to Popsop, the first commercial in the series is called 'There's One Left' and features Diet Coke's fab and fashionable dolls -- Eleanor, Irene and Bernadette -- fighting each other for the last can of Diet Coke.
In addition to the humorous, targeted ads, the Diet Coke 'Love it Light' campaign will also comprise a new set of Diet Coke packaging designs. The new packaging will be more stylish and feature zebra, houndstooth and floral prints. What's more, the drink brand has also partnered with Benefit cosmetics to offer Diet Coke purchasers a £5 coupon they can redeem for Benefit makeup priced over £20.
Trend Themes
1. Female-focused Beverage Campaigns - Opportunity to target female customers with unique advertising tactics that incorporate humor and glamorous branding.
2. Collaborations with Cosmetics Brands - Collaborating with cosmetics brands to increase purchasing incentives for products may increase customer engagement and overall sales.
3. Stylish Packaging Rebranding - Opportunity to update branding to reflect current design trends and attract a younger audience through fashionable and unique packaging designs.
Industry Implications
1. Beverage Industry - Incorporating humor and targeted advertising campaigns may increase visibility and engagement among interested customers.
2. Cosmetics Industry - Partnering with beverage brands may increase their own visibility and encourage sales when offering coupons and incentives for purchase.
3. Packaging Industry - New packaging concepts and designs may be in high demand as brands look for ways to refresh their branding and stand out among competitors.
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