Diet Coke looks to ‘reignite passion’ for brand in campaign targeted at ‘loyalists’
A new campaign for Diet Coke will attempt to “reconnect with brand loyalists” using digital and social platforms and the creation of branded content through “influencer partnerships”.
The targeted push, created by Ogilvy, will see digital advertising directed to consumers who have interests in fashion, cooking and home styling.
Coke said the campaign is designed to “reignite their passion for the brand while reminding fans how it can make them ‘feel good’.”
Livia McKenzie, marketing manager for Coca-Cola Lights, Coca-Cola South Pacific, said: “We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine.
I’m just waiting for Prof Byron Sharp to comment on this…
😉
Every time I see the shelf at Coles stacked with the green Coke Life bottles I think I’ve stumbled into a weird parallel dimension.
Targeted digital ads. Amazing!
Is this a world first?
I knew the world had changed when a parishioner confided in all seriousness that he had given up Diet Coke for Lent. I need hardly add that this beverage seemed to me unlikely to prove an acceptable sacrifice before the Lord.