Feel-good campaign for Diet Coke

Coca-Cola South Pacific has launched a campaign aimed at loyal Diet Coke drinkers, encouraging them to reignite their passion for the brand while reminding fans how it can make them “feel good”.

As part of the strategy, Coca-Cola South Pacific will run a targeted program to reconnect with loyal consumers and reinforce product benefits.

The campaign will be rolled out as an integrated precision-marketing program, leveraging consumer insights and engaging loyalists through digital and social media executions and influencer partnerships.

“We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine,” Coca-Cola South Pacific Marketing Manager, Livia McKenzie said.

“We’re targeting a distinct group of consumers with our campaign, so the key for us is to ensure our execution is aligned to that strategy, delivering the campaign to the right people, at the right time, on the most relevant device and in the best suited locations.”

The program will consist of these key pillars:

• A major digital buyout that will see customised messaging based on passion points such as fashion, cooking and home styling, time of day and interaction with Diet Coke.

• Leveraging customer loyalty platforms, including Coke Rewards and retailer rewards programs to drive purchase consideration.

• Influencer partnerships to produce content that brings the personality of Diet Coke to fans.

“The goal of the campaign is for Diet Coke loyalists to rekindle their love for the brand and rediscover the product’s great benefits, which we hope will ultimately drive purchase consideration at-shelf,” Ms McKenzie said.

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