Diet Coke is launching a new Diet Coke puppets campaign called ’Love It Light’ that will feature across TV, VOD, cinema, out of home and print. The campaign will include a series of new TV commercials which bring to life the brand’s light-hearted attitude, kick starting with, ‘There’s One Left’ starring the confident Diet Coke puppets who bring fun, style and passion to everyday moments. The brand new TVC, developed by Mother London and directed by Legs will debut in GB from 9th January 2012 and will appear in seven European countries.
I personally hate the Diet Coke dolls, they’re creepy and boring. But hey, they’re doing their job – advertising and reflecting a product that’s obviously (or they want it to be) preppy and fashionable – communicating with the biggest product target – women – and I guess mostly woman who would sacrifise the good old Coke flavor for being thin and, well – glam? So, i guess the campaign does it’s job pretty well. Now, the thing I actually like about the campaign (even though they’re absolute kitch – but hey, I’m a woman too) are the new can designs that feature floral, zebra and hound’s tooth prints in female face profiles. This is also where the collaboration with the cosmetics company BENEFIT comes in: On every one of the cans there’s a £5 voucher code, redeemable on purchases over £20 from www.benefit.cosmetics.co.uk.
Zoe Howorth, Market Activation Director for Coca‑Cola Great Britain comments:
“The ‘Love it Light’ campaign returns for the fourth time in 2012 featuring the distinctive Diet Coke puppets. The campaign demonstrates the brand’s light-hearted attitude and appeals to young, fun-loving women. Elsewhere, we’re delighted to be partnering with Benefit to inspire consumers with the latest beauty looks and reward them with money-off atwww.benefitcosmetics.co.uk.”
But that’s not all! There’s a Facebook app too, called the ‘Get Glam’ Facebook application. The perfect accompaniment for getting ready with the girls, the ‘Get Glam’ app brings together glamour, fashion, style, beauty, friends and fun into one party-pampering package. Users can discover whether they are a rock chick, fashionista or romantic, learn how to interpret and perfect must-have fashion and beauty styles, or get ready with friends via a ‘Glamming Together’ video chat tool.