4 minute read
Picks of the Week
by 55 North
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 launched a new campaign for Diet Coke which encourages consumers to embrace a “positive, unapologetic attitude”.
The campaign includes a TV advert that features one women’s rush hour journey and her conviction to transform her commute with roller skating and a sip of Diet Coke.
In addition, Diet Coke has unveiled an on-pack partnership with London Fashion Week to give consumers the chance to win thousands of prizes including luxury retail vouchers, weekend stays at a top London destination, and exclusive access to runway shows.
The fully integrated global campaign also includes a multi-screen AV, with out-of-home, social, digital, PR support, and POS activation.
Martin Attock, VP Commercial Development at CCEP, said: “With a 55% share of zero sugar cola sales in GB and sales growing by 5% year on year, Diet Coke and Coca-Cola Zero sugar continue to be firm favourites with shoppers.
“The Diet Coke ‘Love what you love’ campaign is the first piece of activity which will help us celebrate 40 years of the brand, delivering strong activation in store for our customers to help drive sales while rewarding loyal fans of Diet Coke.”
Omar Sadiq-Baig, Senior Brand Manager at The Coca-Cola Company, added: “We are really excited to launch the new Love What You Love global campaign, created to celebrate the positive and unapologetic attitude of Diet Coke’s core, loyal fanbase who ‘love what they love’.
“With our new global campaign and on-pack partnership with London Fashion Week in GB, we aim to inspire and reward our loyal fans. Because loving what you love is always in fashion, and that is something worth celebrating.”
ORIENTAL SPICE
Whitley Neill has announced the launch of a new Oriental Spiced variant, inspired by the brand’s founder Johnny Neill’s travels to the Indian subcontinent. It is distilled with a focus on the exotic flavours and aromas of Asia, and (43% ABV) is available to order now. It has an RSP of £26.
TROPICAL TWIST
Diageo has unveiled new Gordon’s Tropical Passionfruit Distilled Gin (37.5% ABV). It willwill be available from early April in a 70cl format with a £16.50 RSP in both plain and price-marked packs. The launch will be supported by a £700,000 marketing campaign.
WHITE SMARTIES
Nestlé is launching Smarties White in the UK, available exclusively in Asda before rolling out to c-stores in June. Smarties White will come in recyclable paper packaging and will launch in a 38g hexatube (RSP 70p), followed by a 100g sharing bag (RSP £1) later in the year.
SMART SALT
Smart Salt Retail has launched Suölo, a range of reduced sodium sea salt seasonings, which has a 50% reduction in sodium. The four-strong range includes Sea Salt; Sea Salt & Black Pepper; Sea Salt, Black Pepper & Seaweed; and Sea Salt & Black Pepper & Chilli.
TEQUILA DEBUT
Halewood has expanded its Dead Man’s Fingers range with Tequila Reposado. The brand’s debut in the Tequila category offers a Reposado liquid that has been aged in bourbon barrels to create notes of vanilla and honey. It is available from Booker with an RSP of £22.
MUM’S THE WORD
Fatherson Bakery has launched a range of fairy cakes for Mothering Sunday. The bakery also offers a Victoria sponge sharing cake and Mothers’ Day cupcakes. Six fairy cakes RSP at £2.75, the sponge has an RSP of £5, and the large cupcakes have an RSP of £4.50 for two.
