Coca-Cola has reintroduced ‘the hunk’ into its executions for Diet Coke across Britain and Europe to celebrate the soft-drink’s 30th anniversary in the northern continent.
The new campaign, set to Etta James’ version of the song ‘I Just Want to Make Love to You’, stars a topless male model mowing a lawn in a public park, much to the approval of a bunch of female admirers.
The ad is the latest in a line of ‘hunk’ ads for the brand, which were introduced in 1994. The first execution featured female office workers hurrying to the window to watch a topless male construction worker take his 11:30am Diet Coke break.
Other hunk ads have featured a window cleaner, a lift technician and a delivery man. The last hunk ad aired in 2007.
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Olivier Geyer, Diet Coke director for north-west Europe and the nordic region told the press: "It is not about the Diet Coke man being an object, it is not a voyeur thing, it is about cultural change, women being equal to men and you can see that.
"We wanted to celebrate not just the brand, but also the women who have been with us for 30 years. We have tried to make sure it is not the past but a very contemporary execution. [It] showcases female empowerment and camaraderie."
The campaign was created by BETC London and will run in at least 11 countries across Europe.
The campaign comes two weeks after Coca-Cola launched an anti-obesity push which highlighted its range of low-calorie and no-calorie beverage options.
