Diet Coke has launched a new ad campaign that sees grannies entering the Era of Dating App. Diet coke is launching this campaign just three months since its last ad “Tongue-In-Cheek” launched, it seems to target both loyalty drinkers and new stream of fans.
• The campaign is created by Wieden and Kennedy London which will extend their advertising to TV, radio and outdoor. Multi-million pounds have been invested in the campaign.
• “You Do You” shows that people are following mainstream trends proudly. The campaign shows two oldies browsing and talking to men on the Dating App ‘Twinge’ and using phrases such as “Total Playa” “am I babes” and bear in mind that they are not looking for any long-term relationship.
• Tuuli Turunen, marketing manager of Diet Coke says that the brand updation will attract both loyalty drinkers and new stream of fans. Campaign include a series of eight new limited-edition can designs which will be exclusively launched in UK that feature popular expressions, including “It’s lit” and ‘Okay, next’. Turunen also adds up that “You Do You” a light hearted campaign will encourage their fans by to just be themselves and follow the trends and enjoy each moment of their lives.
• Campaign will engage TVCs, digital, social and PR for its promotions. Diet Coke has also collaborated with Snapchat allowing users to take selfies using one of the phrases as face lens.
The campaign is a fabulous blend of phrases, promotion and product, and is appealing enough to attract new stream customers. This blemishes a shift from the brand’s intentionally awkward flavour range expansion campaign.
Source: https://www.marketingweek.com/diet-coke-launches-new-marketing- campaign/