Diet Coke. Love it or loathe it, you can’t dispute the brand’s willingness to put mega bucks behind its advertising, with the latest global push apparently running into seven figures, yep, that’s tens of millions.
Following on from last year’s ‘Just because’ activity by Droga5 London featuring Thundercat, the ‘Love What You Love’ integrated campaign by Anomaly is apparently designed to woo Diet Coke’s “loyal fanbase” of women.
Or, as the press release reads: “The ad celebrates individuals that embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way.” Yeh, right.
So how exactly does this manifest itself? Why, we have a TV ad, of course, that details “one woman’s rush hour journey and her conviction to transform her hectic post-work commute with the pure joy of roller skating”.
You see, the lead character puts on a pair of roller skates, takes a sip of Diet Coke for a “refreshing break moment”, and is then transported from a bustling street into a fantasy world. As a cover of the Bjork track, It’s Oh So Quiet builds in the background, the street empties of the hustle and bustle and her passion for roller skating takes her to new heights. Well, that’s what it says here.
But there’s more: “From flying into the sky and gliding across pavement edges, to spectacular twists and twirls through a deserted cityscape, viewers will relish in her captivating charisma, and the charm of her unapologetic boldness, with a magic that only Diet Coke can bring.” If you say so.
It will be backed by social, digital, PR and POS, as well as outdoor activity featuring “the hands of style-enthusiasts holding an iconic can, with the imagery bringing to life unexpected things they boldly love. From bedazzling nails and gold-accessories to vintage styling, it instantly tells a story of people who clearly, and unapologetically, love what they love”.
Diet Coke is also partnering with London Fashion Week to give customers the chance to win thousands of prizes curated by the fashion platform, including luxury retail vouchers, weekend stays at a top London destination and exclusive access to runway shows.
To be fair anything with the word “diet” in it would fit perfectly with the world of fashion. “Nothing tastes as good as skinny feels” anyone?
As British Fashion Council chief executive Caroline Rush CBE has seemingly been press-ganged to say: “We are delighted to partner once again with the brand to support the new ‘Love What You Love’ campaign. Diet Coke has been not only been a staple at London Fashion Week over the decades but a brand synonymous with fashion, design, and style. Whilst the fashion industry is reigniting the love of its own creative spirit, this unique partnership is the perfect fit for fans of Diet Coke and fashion.” And probably brought in a tidy sum, too.
Coca-Cola Company senior brand manager Omar Sadiq-Baig gushed: “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, we aim to inspire and reward our loyal fans. Because loving what you love is always in fashion, and that is something worth celebrating.”
So, what is the consensus around the Decision Marketing office?
Well, as is not uncommon with Diet Coke, the ad is way better than the jargon-filled-marketing-claptrap-stuffed official release would have you believe. We mean, is it really celebrating “individuals that embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way”. Oh puh-lease.
We also have a slight issue with the premise. After all, most people have already escaped the daily commute, not “with a magic that only Diet Coke can bring” but because they now work from home for at least two days a week. Just saying.
Other than that, we quite like the escapism it brings and, all the time we’re watching the ad, at least we’re not glued to the news.
Decision Marketing Adometer: A “give us a break from WWIII” 7 out of 10