W&K unveils Diet Coke campaign

Coca-Cola this week unveiled a major shift in direction for its Diet Coke brand with a new campaign created by Wieden & Kennedy London.

Coca-Cola this week unveiled a major shift in direction for its

Diet Coke brand with a new campaign created by Wieden & Kennedy

London.



The first major British campaign in years is one of the first signs of

the global marketer’s new ’think local act local’ strategy. They mark a

departure from the long-running ’Diet Coke break’ ads imported from the

US.



Instead of female office workers arranging an 11.30 appointment to view

a hunky male, the first ad, in what is designed to become a long-running

series, introduces a cast of characters interacting in an office

environment.



The new less-muscular hunk is Matthew, the office IT manager, whose

arrival creates a ripple of appreciation among the female employees. The

theme of what may become a ’Gold Blend’ type soap is his flirtation with

Jennifer, a stylish office manager.



They are watched and gossiped about by the boss and two of Jennifer’s

workmates, who are destined to become more significant characters as the

series progresses. Most of the action takes place around a Diet Coke

vending machine.



The ad is set to the Honeyz’ cover version of the Donna Summer hit, Love

to love you baby. It was created by Adam Kean and Nickie Morris and

directed by David Ramser at The Artists Company.



’The move away from looking and feeling good, which was portrayed

through the famous previous television ad campaign, towards a more real

and down-to-earth creative will really appeal to British consumers, men

and women alike,’ Andrew Harrison, the consumer marketing director at

Coca-Cola Great Britain, said.



’We’ve researched with British consumers what fun breaks mean as part of

their everyday lives,’ he added.



’Obviously, the previous campaign worked well for us, but we hope that

the new work will appeal as much to men as women.’



The first ad breaks on 9 March in Friends on Sky One and Anatomy of

Desire on Channel 4. Media buying is through Universal McCann.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

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).