The Coca-Cola Co has launched a marketing campaign in the US targeted at the “next generation of young adult Diet Coke drinkers”.
The “Stay Extraordinary” campaign launches with a 60-second commercial called ‘Stay’ on Sunday (7 March). It will be shown during the ABC telecast of The Academy Awards, the firm said yesterday (4 March).
An additional “Stay Extraordinary” 30-second commercial will air during upcoming episodes of American idol.
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 page on Facebook and on My Coke Rewards.
New point-of-sale will also be in place in retail outlets across the country.
“With our multi-dimensional ‘Stay Extraordinary’ program, we’re using an aspirational voice to celebrate today’s ‘movers and shakers’ who are the next generation of Diet Coke drinkers,” said Katie Bayne, chief marketing officer at Coca-Cola North America. “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.”
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By GlobalDataCoca-Cola last week confirmed that it is to acquire the North American operations of its largest bottler, Coca-Cola Enterprises (CCE).
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