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Diet coke seen as a fashion brand for “demanding fashionistas”

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Jun
2,
2011
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Diet Coke has launched it’s first ever digital fashion channel, powered by Yahoo!. This action has been made as a part of the drink’s “love it light” campaign.

Coca-Cola set out a three-year strategy that will see all marketing activity for the Diet Coke brand linked to fashion, always focused on “a lighter approach to fashion” internal message.

Zoe Howorth, market activation director for Coca-Cola GB, now wants Diet Coke to be seen as a fashion brand for “demanding fashionistas”. To push this new path, the brand will use TV advertising, merchandising, packaging and digital supports.

Last month Diet Coke launched its TV commercial. As you can see below, the “love it light” ad shows three female on a shopping trip, trying to buy a fashionable handbag to bring their cokes in, but when they fail to find it, they decided to create one by themselves.

Designer Karl Lagerfeld, has also produced three limited edition Diet Coke bottles; and an outdoor poster fashion campaing featuring supermodels such as Coco Rocha, Heidi Mount and Jeneil Williams.Both will be out in June.

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