Diet Coke has kicked off a new campaign – ‘Love What You Love, By You’ – an evolution of its campaign launched in 2022 – ‘Love What You Love’.
The latest campaign aims to speak directly to the positive and unapologetic attitude of Diet Coke fans by putting them at the heart of the campaign.
The creative is a fun representation of over thirty quotes, teamed with eye-catching creative from real fans from across the UK and their passion for self-expression. The concept celebrates everyday individuals enjoying a Diet Coke unapologetically their way.
The integrated consumer marketing campaign includes a new TV advert inspired by real breaks, video-on-demand, out-of-home and digital advertising as well as social media, influencer activity, PR, and in-store activations throughout the year.
To amplify the new brand messaging, Diet Coke will be working with a group of influential brand ambassadors, including AJ Odudu, Vogue Williams, Oliver Proudlock, Layton Williams and more.
Omar Sadiq-Baig, Senior Brand Manager at The Coca-Cola Company, said: “We are so excited to take our platform to the next level – for us, it’s always been about celebrating Diet Coke drinkers above all else. There’s something hugely exciting coming later this year, designed to directly delight our fans, and is well worth keeping an eye out for – both on your screens and on your supermarket shelves.”
Rob Yeomans, Vice-President of Commercial Development at Coca-Cola Europacific Partners GB, added: “Diet Coke is the original sugar-free cola and the No.1 in GB, with a customer base so loyal that 32% of its drinkers are not only brand-exclusive but would drop out of cola if Diet Coke wasn’t available. We’re therefore confident this campaign will resonate with shoppers and help drive sales for our customers. After all, no one can talk about the Diet Coke brand better than the people who love it most!”
NAM Implications:
- With a consumer base ‘so loyal that 32% of its drinkers are not only brand-exclusive but would drop out of cola if unavailable’…
- …it stands to reason that loyals are at the heart of the campaign.
- Rivals may wonder if there are limits and are prepared to test the loyalty.
