New campaign - Diet Coke

Coca-Cola is introducing a new 'hunk' in its latest ad campaign for Diet Coke. The multimillion-pound work, called 'Create your own Diet Coke break', starts next week and will run across TV, cinema, billboards, online and print. The TV execution features three female workers, each of whom has a can of the soft drink, who deliberately get themselves stuck in the office lift so they can call on a handsome lift engineer to come to their rescue. The soundtrack is a version of the Etta James classic I Just Wanna Make Love to You, covered by Jocelyn Brown. The ad, which was shot in Buenos Aires, is intended to emphasise how women's attitudes to men and relationships have changed since the 90s. The campaign is also aimed at emphasising the distinction between male-oriented Coke Zero and female-oriented Diet Coke.

Creative agency: VCCP

Media agency: Vizeum.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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