ATLANTA, Feb. 21 /PRNewswire/ -- On Hollywood's biggest night, the stars won't be the only ones in the spotlight. Diet Coke will also be taking center stage with the national debut of three new commercials designed to remind people that the brand is an indispensable part of their lives.
The campaign, which carries the new tagline, "Yours, Diet Coke," shows how people feel about Diet Coke when they drink it, and as importantly, how they feel when it's not there. The ads demonstrate how Diet Coke has become an inextricable part of the lives of people who love the brand. To them, Diet Coke is a friend and when it's there, it makes them feel good.
"Diet Coke drinkers told us they don't need us to explain why they should drink the brand, they want great advertising that shows we understand how they feel about their brand," said Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America. "Diet Coke has always been a brand that epitomizes adult style. The Academy Awards are the height of stylish sophistication, so the Oscars(R) telecast is the perfect place to debut the new 'Yours, Diet Coke' campaign."
The new ads depict scenarios that reinforce how Diet Coke is there for people who love the brand. Set to the Judy Garland song, "What'll I Do," "Empty" shows the range of emotions people feel when they realize they are out of Diet Coke. In "Backlot," a temperamental actress won't leave her trailer to play the big scene without her favorite soft drink. And in "Frames" a woman searching for a Diet Coke takes a unique journey as she wanders through a series of photographs of special moments from her life that are arranged on her mantel.
The campaign includes a total of four new spots, three of which will break on the February 25 telecast of the 79th Annual Academy Awards at 5:00 p.m. PT/8:00 p.m. ET on ABC.
The new television ads are one part of a fully integrated marketing campaign for Diet Coke. In addition to in-show advertising, Diet Coke is offering movie fans the chance to "Walk the Red Carpet" in 2008 through a special My Coke Rewards sweepstakes. Winners will receive seating in the Red Carpet bleacher seats outside the Kodak Theater and enjoy an exclusive Red Carpet tour sometime prior to the Oscars telecast.
The marketing campaign also features digital and print presence as well as regional retail activation. Diet Coke print ads are running in publications such as People, Entertainment Weekly, Vanity Fair, and Gourmet. The March issue of Premiere features a tear-out Oscars "ballot" and viewing guide to follow the broadcast.
In addition to the new Diet Coke television ads, My Coke Rewards will also step into the limelight with one new ad airing during "Road to the Oscars," which airs immediately prior to the Academy Awards on ABC. The spot shows a husband surprising his wife for their anniversary with ... a Coke bottle cap? The wife is a bit skeptical until she realizes the cap could win her plane tickets to Hawaii. Entitled "Howard Finklestein," the ad is one of
several in a new campaign for My Coke Rewards that use a fun tone to remind people that with My Coke Rewards "every cap is something."
Both the "Yours, Diet Coke" campaign and the My Coke Rewards advertising were created by agency Wieden + Kennedy of Portland, Oregon.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five non-alcoholic sparkling brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca- Cola Company, please visit our website at www.thecoca-colacompany.com.
Source: The Coca-Cola Company
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