Indiantelevision.com Team

(9 March 2010 8:15 pm)

MUMBAI: A new Diet Coke marketing campaign, which launches with a 60-second commercial centerpiece called "Stay", celebrates the daily achievements of the next generation of young adult Diet Coke drinkers and shows how the brand helps them get the most out of life.

Coca-Cola US CMO Katie Bayne says, "Diet Coke drinkers are the most extraordinary people in the world. For these multi-faceted, confident, motivated individuals, the brand is an essential part of their lives. Because they strive to be their best, they embrace brands that inspire drive, passion and courage. Diet Coke helps them to excel at both work and play and ’Stay Extraordinary.’"

The Stay Extraordinary campaign began last month with the launch of the 2010 Diet Coke Heart Truth programme, which reminded people that staying healthy is a key dimension of staying extraordinary.

The programme featured special packaging, television and print advertising and digital and retail activation. The Diet Coke Heart Truth television ads, which aired throughout the recent broadcast of the Olympic Winter Games, were just ranked among in Nielsen’s top 10 Olympic advertisements based on ad recall and likeability.

The campaign also features new out-of-home advertising that will run across the Coca-Cola Digital Network, as well as activation on DietCoke.com, the Diet Coke fan page on Facebook and on My Coke Rewards. New point-of-sale will also be in place in retail outlets across the US.

Bayne adds, "With our multi-dimensional Stay Extraordinary programme, we’re using an aspirational voice to celebrate today’s ’movers and shakers’ who are the next generation of Diet Coke drinkers. Whether it’s reinforcing the importance of being heart healthy or showcasing everyday achievements like those seen in our new commercials, we’re showing how Diet Coke helps people stay on top of their game."