AMV highlights Diet Pepsi’s new taste

Abbott Mead Vickers BBDO launches a campaign for Diet Pepsi next week, the first UK advertising behind the brand since 1993.

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

Barber.



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.’



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