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Media: Strategy Analysis - The advertising messengers for their medium.(Diet Coke ad)
Tort the tortoise talks to the target.
Brand: Diet Coke Client: Jayne Lawrence, Coca-Cola Brief: Extend the appeal of Diet Coke Target audience: Men and women aged 20 to 29 Budget: Undisclosed AGENCIES Creative: Vallance Carruthers Coleman Priest Media planning: Clare Peters and Matthew Hook at Vizeum Buying: Universal McCann Outdoor buying: Posterscope Online: VCCP, Diffiniti (buying) Sampling: The Works
The 'Diet Coke break' ad campaign, featuring a group of excited female office workers running to the window to watch a workman taking his break, began 15 years ago. Since then, Diet Coke has focused on reinforcing the feeling of the original ad - flirty, sexy and for women. So, while many men were Diet Coke drinkers, the advertising was still positioning the brand as a drink for girls.
To widen the appeal of the brand, 'Tort, the tortoise who loves life' was born. His job was to get people to reappraise the brand by delivering a 'sugar-free, great taste' message.
Diet Coke decided to create stand-out by swimming against the tide of advertising soft drinks in the summer. After the excesses of Christmas, the New Year, when people make their resolutions, was the time to launch a campaign with a sugar-free message. This time of year also offered favourable market conditions across all media.
EXECUTION
A multi-tiered national media campaign was launched, in order to give consumers as much opportunity as possible to re-evaluate the brand.
- SODA'S SLIDE AS MARKET SHARE DROPS, DIET COKE UNVEILS NEW SLOGAN.(BUSINESS)
- Newspaper article from: Albany Times Union (Albany, NY) January 13, 1994 700+ words
...refreshment, the ads characterize Diet Coke as a mainstream beverage rather...for the taste of it," from Diet Coke's inception in 1982 until New Year's Day 1993, when the catchwords...boxing champion, holds cans of Diet Coke in one of the new series of...
- It's Time for Lime! New Diet Coke With Lime Hits Stores Across the U.S. This...
- Press release article from: PR Newswire January 14, 2004 700+ words
...familiar refreshment. Diet Coke with Lime begins appearing...help them keep those New Year's resolutions and enjoy...for lime as the next Diet Coke flavor, as it's a...Klein, vice president, Diet Coke, Coca-Cola North America...
- Coke pulls plug on Vanilla as it plans Diet Cherry launch.(Coca-Cola Great...
- Magazine article from: Marketing Week November 3, 2005 700+ words
...is axing Vanilla Coke and Vanilla Diet Coke following disappointing sales, just...The variants will be dropped in the New Year. The decision to pull Vanilla coincides...We've replaced Vanilla Coke with Diet Coke with Lime on our shelves, a switch...
- Diet Coke vs Diet Pepsi.(News)(market shares)
- Magazine article from: Advertising Age May 21, 2007 700+ words
...piling on Pizza Hut with deep discounts and quality claims for years, but the Yum Brands segment leader fought back with a New Year's Day campaign saying consumers preferred its hand-tossed pies 2 to 1 over both No. 2 Domino's and No. 3 Papa John...
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- Press release article from: PR Newswire May 5, 2004 700+ words
...and bubbles, and they star alongside Diet Coke in a new advertising campaign for the...Beckinsale and Adrien Brody are featured in Diet Coke television ads slated to hit the air...ads include the tagline, "It's a Diet Coke thing." Animated bubbles, designed...
- Happy 25th Anniversary, Diet Coke(R)!
- Press release article from: Business Wire July 9, 2007 700+ words
...ATLANTA -- Twenty-five years ago, Diet Coke burst onto the scene and forever changed...successful in beverage history. "When Diet Coke debuted in 1982, the brand struck a...the Coca-Cola name with no calories, Diet Coke was exactly what people wanted," said...
- Diet Coke advertising moves on Pepsi with NFL superstars and John Madden....
- Press release article from: PR Newswire August 28, 1989 700+ words
DIET COKE ADVERTISING MOVES ON PEPSI WITH NFL SUPERSTARS...and dozens of regionalized spots for diet Coke will air this fall featuring 31 standout...include: -- 10 NFL stars performing a new diet Coke "NFL Rhyme" song; -- Cincinnati Bengals...
- Diet Coke(R) Takes Center Stage With Three New Ads Debuting During Academy...
- Press release article from: PR Newswire February 21, 2007 700+ words
...won't be the only ones in the spotlight. Diet Coke will also be taking center stage with the...which carries the new tagline, "Yours, Diet Coke," shows how people feel about Diet Coke when they drink it, and as importantly...