Coca-Cola South Pacific has launched a new campaign aimed at loyal Diet Coke drinkers, encouraging them to reignite their passion for the brand while reminding fans how it can make them ‘feel good’. As part of the strategy, Coca-Cola South Pacific will run a targeted program to reconnect with loyal consumers and reinforce product benefits.
The campaign will be rolled out as an integrated precision marketing program, leveraging consumer insights and engaging loyalists through digital, social executions and influencer partnerships.
Livia McKenzie, marketing manager, Coca-Cola Lights, Coca-Cola South Pacific, said: “We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine. We’re targeting a distinct group of consumers with our campaign so the key for us is to ensure our execution is aligned to that strategy, delivering the campaign to the right people, at the right time, on the most relevant device and in the best suited locations.”
There will be three key pillars to the program:
- A major digital buyout that will see customised messaging based on passion points such as fashion, cooking and home styling, time of day and interaction with diet Coke
- Leveraging customer loyalty platforms including Coke Rewards and retailer rewards programs to drive purchase consideration
- Influencer partnerships to produce content which brings the personality of diet Coke to fans
McKenzie added: “We want to bring to life the role that Diet Coke plays in the lives of fans and the smiles it brings to their faces. The goal of the campaign is for Diet Coke loyalists to rekindle their love for the brand and rediscover the product’s great benefits, which we hope will ultimately drive purchase consideration at-shelf.”
Agency credits:
Media strategy & Buying: UM
Creative: Ogilvy
Influencer & Consumer PR: Adhesive
Website: Satellite
Trade PR: Red
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