Diet Coke Pours on Marketing Activity

In a historic shift, Diet Coke inched past Pepsi in 2010, grabbing a 9.9% share of the carbonated soft-drink category, compared to Pepsi's 9.5% share. That caused Coca-Cola's marketing department to reevaluate how and when it markets the brand. The result is a new fall push for Diet Coke, which has traditionally spent the bulk of its budget during the first quarter. The first quarter includes "tentpole" events such as the Academy Awards and the brand's Heart Truth campaign, which ties in with New York Fashion Week, said Katie Bayne, president-general manager of sparkling beverages.
The fall campaign continues with the "Stay Extraordinary" theme that was introduced in early 2010. It includes three 15-second spots, a limited-edition can design, point-of-sale booklets that feature fashion and beauty tips, as well as coupons, a partnership with StyleCaster, and events coinciding with New York Fashion Week.

All of the ads out this fall will feature the Tucker Duckworth-designed can, which William White, group brand director for Diet Coke, says is a "reflection of the smart, self-assured and confident men and women who drink Diet Coke. ... We believe that this bold new look will catch the attention of those consumers everywhere."

The new ads air this weekend. Keep an eye out for them!

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