B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • Federal Election
  • AFL
  • Anthony Albanese
  • NRL
  • WPP
  • AI
  • State of Origin
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • B&T Women in Media
  • Spotlight on Sponsors
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Diet Coke brings back soft-drink soft-porn
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Diet Coke brings back soft-drink soft-porn
Advertising

Diet Coke brings back soft-drink soft-porn

Staff Writers
Published on: 30th January 2013 at 10:23 AM
Staff Writers
Share
2 Min Read
SHARE

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.

http://www.youtube.com/watch?v=HuHV4gwSXn4#t=0s

http://www.youtube.com/watch?v=TdrE1VMxzoE#t=2s

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. 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Monks Innovation Chief Henry Cowling: There’s Never Been A Worse Time To Be In Advertising
19/06/2025
Relo & VideoAmp Kick Off A New Era Of Sports Measurement With Total Sports Performance
19/06/2025
Landor To Rebrand Australian War Memorial & Australian Agricultural Company In New Business Spree
19/06/2025
TV Ratings (18/06/2025): QLD Keep The Series Alive With Gutsy Two Point Victory
19/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?