Diet Coke -- which has been stuck in a sales rut -- is making a new taste appeal with three TV ads that include Taylor Swift, a crowded airplane and a carwash. The spots are part of a new campaign called "Get a Taste" that seeks to get attention by posing the question, "What if life tasted as good as Diet Coke?"
In the first spot, called "Economy Class," a woman stuck on a crowded overnight flight takes a sip of Diet Coke, prompting a party. The ad (above) will debut during Wednesday's season premiere of "Nashville" on ABC.
A second spot, dubbed "Carwash," will begin airing in early October and showcase an everyday industrial carwash that is transformed into a "lively, Gatsby-style party," according to the brand. A third TV spot will feature Taylor Swift, who first began partnering with Diet Coke last year.
The ads are by Droga5, which last year replaced Wieden & Kennedy as Diet Coke's agency-of-record.
The campaign will also include digital video, print, radio and out-of-home advertising. A spokewoman did not disclose spending totals but said the effort "represents a significant boost in marketing support for the brand." Last year, Coca-Cola spent $26.1 million in measured media on Diet Coke, according to Kantar Media.
"Through the 'Get A Taste' campaign, we're reminding fans why they fell in love with Diet Coke the first time, and we're inviting everyone to experience the magic behind the taste of Diet Coke," Andrew McMillin, VP-Coca-Cola Brands, North America, said in a statement.
The campaign comes as Coca-Cola seeks new momentum for Diet Coke, the nation's No. 2 soda, whose volume declined by 6.8% last year, according to Beverage Digest. Diet Pepsi, experienced a similar decline.
Ms. Swift appeared in a Diet Coke ad earlier this year called "You're On."
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