Supporting the new Diet Coke 'Love it Light' campaign, we created a fashion-based promotional concept with two different executions for the on-the-go and in-home channels. Our two different channels have two different audiences: For the on-the-go audience, the on-pack promotion offered every Diet Coke drinker the chance of winning an asos.com outfit every 30 minutes. In home, Diet Coke drinkers were rewarded with free fashion magazines such as Grazia, More and Closer, with every pack. The result? Over 33 million distinctive leopard-print-adorned promotional Diet Coke packs were produced, driving the highest participation figures ever for a Diet Coke promotion.
Brought to you by
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Stuart McLaughlin
Senior Account Director
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Aaron McFeely
Account Manager
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Dan Shone
Copywriter
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Paul Martin
Senior Art Director
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Stacey Marsh
Designer
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Richard Hyde
Senior Designer
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Lisa Frykman
Senior Producer