Diet Coke break marks first campaign since lockdown

Coca-Cola is launching its first campaign since hitting the pause button on all marketing activity in March, in response to the coronavirus pandemic.

The “Give Yourself a Diet Coke Break” has been devised by TMW Unlimited and invites people to take a moment to refresh and be kind to themselves with a little break.

Launching this week, the first phase of the campaign will run for five weeks and feature TV, radio and social media executions, with out-of-home advertising and on-pack activity set to follow later in the year.

Coca-Cola European Partners GB vice-president of commercial development Simon Harrison said: “Since the country went into lockdown, we’ve seen people and communities selflessly go above and beyond to support others. As we begin to see what the new normal might look like and begin the road to recovery, the new Diet Coke campaign aims to remind consumers to take a step back and have a break for themselves.”

TMW Unlimited client services director Emma Norman added: “We were incredibly aware of the need to hit the right note with this campaign and to be sensitive to how everyone is feeling right now.

“Giving renewed and timely meaning to the brand’s ‘break’ heritage felt like the right thing to do and we’ve used smart neuro cues in our ads to remind everyone of that Diet Coke break feeling. We are hugely proud of the final work – conceived and produced in lockdown with no compromise on quality.”

The company, which also owns also Coca-Cola Zero Sugar, Fanta, Sprite and Powerade, suspended its marketing activity in March. At the time, it said: “In light of the serious situation everyone is facing with regard to coronavirus, we don’t believe it would be appropriate, or consistent with the current challenges and uncertainty for our consumers, to continue with the planned marketing of our brands in Great Britain at this time.

“As we all adjust to these very different circumstances, we will focus our efforts on how we can make a difference to our consumers, customers and communities in the weeks and months ahead.”

The company also sponsors a host of major events that have been affected by the pandemic, including the Premier League, Euro 2020, the Olympic Games and Secret Cinema.

In 2019, Coca-Cola spent £3.7bn ($4.2bn) on global advertising for its brands.