Abbott Mead Vickers BBDO launches a campaign for Diet Pepsi next
week, the first UK advertising behind the brand since 1993.
The work, which comprises three 20-second films, highlights the new
taste of Diet Pepsi under the strapline: ’This is Diet?’
The UK films are based on an American campaign idea which was adapted by
AMV to make it more relevant to the UK market, where diet drinks tend to
be bought by women.
The first execution, entitled ’cinema’, features a woman who is more
impressed with the taste of her drink than the weepie on the screen,
which has reduced her two companions to tears.
In the second commercial, ’hairdresser’, the heroine couldn’t care less
about the disastrous haircut she has received because she is so stunned
by the new taste of her Diet Pepsi. In the third, dubbed ’plane’, she is
less concerned about the worrying turbulence that is buffeting the plane
than the new taste of her diet cola.
The ad was written by the AMV creative team, Tim Riley and Gary Martin,
and directed by Carl Prechezer and Pete Salmi through Rose Hackney
The commercials, backed by a pounds 3 million spend, will go on air
nationally from 14 July and run until the end of August.
The TV campaign is supported in the press with five executions. ’Hair
and ’cinema’ mirror the TV work while the three other executions, ’dog’,
’levitation’ and ’dress’, show other scenarios in which the taste of
Diet Pepsi makes an impact. The press ads were shot by Sean Ellis and
are running in the young women’s press until the end of the year.
Simon Lowden, Pepsi’s marketing manager, said: ’The campaign is all
about focusing on the taste proposition of new Diet Pepsi. The ads have
the same ideas as the US campaign but aren’t as cheesy. They don’t take
themselves too seriously.’