Diet Coke ditches 'hunk' and tells women to 'regret nothing'

Diet Coke has dispensed with the "hunk" character synonymous with its ads and launched a TV campaign that encourages women to be impulsive, but "regret nothing".

The 30-second TV ad by agency BETC London airs today (23 January). It depicts a young woman at an airport, beset by a moment of indecision as a plane takes off outside the terminal. "I should have gone," she tells herself. At which point, her double - a more impulsive alter-ego - appears and tells her: "You should go."

She then flies to her destination, arrives at a hotel, and knocks on a room door, which is answered by a man. "You forgot something," she says. The door closes and a ‘Please Do Not Disturb’ sign is seen swinging from the door handle.

The campaign is being led by the TV spot, with supporting print, digital, social and PR activity. Print executions will feature lighthearted stories about spontaneous moments, using themes including friendship, fashion and relationships.

Bobby Brittain, Coca-Cola Great Britain’s marketing strategy and activation director, said: "For over three decades Diet Coke has continued to reflect the evolving role of women in society through its advertising, and has always celebrated and championed the positive impact and roles women play.

"We hope that this new campaign will have the same impact that previous and much loved Diet Coke ‘Break’ commercials have had on women and will motivate our fans to embrace their impulses and ‘Regret Nothing’."