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