Coca-Cola European Partners (CCEP) has unveiled its new Diet Coke ‘Get The Gang Back Together’ marketing campaign designed to appeal to the best-selling calorie-free cola brand’s target audience.
The campaign launches in March to support publicans’ sales of Diet Coke at a time when sugar-free soft drinks are in high demand. It has been designed to appeal to Diet Coke’s core 25-44 female audience, and will be supported by popular TV personality Holly Willoughby, who was recently unveiled as Diet Coke’s brand ambassador for 2017.
The campaign focuses on the unique feeling of getting a group of friends back together to enjoy a celebration. On-premise point of sale, which includes posters and table tent cards, will be available from the beginning of April. POS will convey the ‘Get The Gang Back Together’ message as well as ‘Make Your Round a Diet Coke Round At The Bar’. Publican’s who display the POS and email a picture back to CCEP will be in with a chance of winning a Fujifilm Instax Mini 8 camera. To find out about the Diet Coke kits and staff incentive, publicans should contact their local CCEP rep or CCEP’s customer hub on email@example.com.
An additional consumer nationwide social media competition will kick-off on 6th March offering the prize of a Penthouse stay in London, which will enable the lucky winner to enjoy a luxury night away with friends.
Sales of Diet Coke will be further supported by a nationwide OOH advertising campaign in March encouraging consumers to ‘Get The Gang Back Together’ alongside media partnerships with the Mail Online and ITVBe.
The campaign coincides with the return of the brand’s ‘Economy Class’ advert which will be on TV and cinema screens from the beginning of March. Set in a passenger plane, the advert showcases how Diet Coke can make even mundane moments memorable, underlining its status as an aspirational and stylish brand.
Simon Harrison, Operational Marketing Director at CCEP, said: “There’s no better feeling than being with friends you’ve not seen for some time, and we’re looking to capture that with our new ‘Get The Gang Back Together’ campaign, which builds on the themes of friendship, fashion and fun that Diet Coke is known for.
“The campaign will provide a boost to publicans through a significant marketing spend, together with the opportunity to win prizes, putting Diet Coke at the forefront at a time when consumers are increasingly looking for lighter drinks.”