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US: New ad campaign launched for Diet Coke

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The Coca-Cola Company has announced plans for a new advertising campaign for Diet Coke. Actors Kate Beckinsale and Adrien Brody will feature in Diet Coke television ads slated to hit the air this month. The campaign also includes print, radio and Internet. All the new ads include the tagline, "It's a Diet Coke thing."

Animated bubbles will also play a prominent role in both the advertising and a new look for the brand. New graphics are set to appear on all packaging and other marketing elements, such as point-of-sale and vending machines.

Two different television ads will run as part of the campaign. In the ad called "Tingle", an attractive woman (Beckinsale) strolls across a pool deck, catching the attention of the people lounging poolside. Bubbles flow out of the Diet Coke she is drinking then sweep across people as she passes by, until they can no longer stand the 'tingle' that Beckinsale and the bubbles are creating and dive into the pool to cool off. The bubbles then morph in the word "Tingle" on the screen, and the tagline - "It's a Diet Coke thing" - appears.

In the second ad, "Bounce", a man (Brody) walks through a neighbourhood with a bounce in his step. Effervescent bubbles flow from his Diet Coke, interacting with the people he passes. The bubbles form the word "Bounce" and the tagline appears.

Both ads were directed by Michel Gondry, the director of current release "Eternal Sunshine of the Spotless Mind."

The print ads each feature a tight shot of the face of a Diet Coke drinker, surrounded by bubbles, with a single word - "Tingle", "Kick" or "Sparkle". The radio spot, "Song," starts with a few simple musical notes that build into a song as musical cues are added.

Advertising for Diet Coke is handled by Foote Cone & Belding/New York.


Sectors: Soft drinks

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