Diet Coke rolls out 'Love it Light' TV ad

Diet Coke has released its latest TV ad for the "love it light" campaign, which portrays the drink as the perfect fashion accessory.

The campaign, created by Mother, will run across 11 European markets and is supported by digital activity and a collaboration with Chanel fashion designer, Karl Lagerfeld. Media buying is handled by Vizeum.

The TV ad shows the three Diet Coke puppets, Eleanor, Burnadette and Irene, on a light-hearted shopping trip, searching for the right bag to carry their cans of Diet Coke.

The characters can only find oversized "maxi" bags, so the puppets use a diamante studded chainsaw and quilted blow-torch to create the perfect bag to house their cans of Diet Coke.

They leave the shop with their new accessory, telling the dismayed assistant to "lighten up".

The ad is supported by a digital fashion channel that houses unique fashion information and editorial, along-side retail, experiential and on-pack activity.

Chanel designer Lagerfeld has also designed three limited edition Diet Coke bottles, each based on one of the puppets from the ad. 

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).