Diet Coke prepares 30th anniversary campaign
Diet Coke is putting its 30th birthday at the centre of its UK marketing plans for 2013, as the brand looks to engage with its core female target audience in the aftermath of the Olympic Games.
The brand, which was launched in the UK in 1983, will continue to target female consumers through activity based on the ‘empowerment of women’.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said: ‘Women are always at the heart of our Diet Coke plans and we are currently looking at how we continue to celebrate the role of women and our Diet Coke-drinkers in 2013.’
Fashion designer Jean-Paul Gaultier is Diet Coke’s creative director and has contributed to design and advertising activity. It has not been confirmed whether the partnership with Gaultier will continue next year.
In the US, where the drink launched in 1982, celebrations have already started. Experiential activity involves guerrilla gangs of brand ambassadors throwing 30-second street parties for Diet Coke drinkers.Follow @loullamae_es
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Digital Project Manager - Creative Agency, £35-40K Source £35000 - £40000 per annum, London
- Senior Strategist / Director Dynamic New Alliances £60000.00 - £90000.00 per annum + excellent benefits, London
- FT to reveal first design overhaul in seven years
- Philips launches campaign for app-controlled lightbulbs
- 5 key trends from Dmexco 2014
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Notonthehighstreet.com launches brand campaign
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up