NPD AND MEDIA
PICKS OF THE WEEK – DIET COKE
DIET COKE LAUNCHES NEW CAMPAIGN The campaign includes an on-pack partnership with London Fashion Week that give consumers the chance to win thousands of prizes.
Coca-Cola Europacific Partners (CCEP) has
sales in GB and sales growing by 5% year on year,
launched a new campaign for Diet Coke which
Diet Coke and Coca-Cola Zero sugar continue to
encourages consumers to embrace a “positive,
be firm favourites with shoppers.
unapologetic attitude”.
“The Diet Coke ‘Love what you love’ campaign
The campaign includes a TV advert that fea-
is the first piece of activity which will help us cel-
tures one women’s rush hour journey and her
ebrate 40 years of the brand, delivering strong
conviction to transform her commute with roller
activation in store for our customers to help drive
skating and a sip of Diet Coke.
sales while rewarding loyal fans of Diet Coke.”
In addition, Diet Coke has unveiled an on-pack
Omar Sadiq-Baig, Senior Brand Manager at
partnership with London Fashion Week to give
The Coca-Cola Company, added: “We are really
consumers the chance to win thousands of prizes
excited to launch the new Love What You Love
including luxury retail vouchers, weekend stays at
global campaign, created to celebrate the positive
a top London destination, and exclusive access
and unapologetic attitude of Diet Coke’s core, loyal
to runway shows.
fanbase who ‘love what they love’.
The fully integrated global campaign also
“With our new global campaign and on-pack
includes a multi-screen AV, with out-of-home,
partnership with London Fashion Week in GB, we
social, digital, PR support, and POS activation.
aim to inspire and reward our loyal fans. Because
Martin Attock, VP Commercial Development at CCEP, said: “With a 55% share of zero sugar cola
loving what you love is always in fashion, and that is something worth celebrating.”
WEDNESDAY 16TH MARCH 2022 / ISSUE 96 / SLRMAG.CO.UK I 25
