‘Give Yourself a Diet Coke Break’ is inviting people to take a moment to refresh and be kind to themselves with a little break. Launching at the end of June, the first phase of the campaign will run for five weeks and feature on TV, radio and social media with out-of-home advertising and on-pack activity set to follow later in the year.
The campaign was created by TMW Unlimited and marks Coca-Cola’s return to advertising after brand marketing activity was suspended in March in response to the Coronavirus pandemic.
Simon Harrison, vice president, commercial development at Coca-Cola European Partners GB, said: “Since the country went into lockdown, we’ve seen people and communities selflessly go above and beyond to support others. As we begin to see what the new normal might look like and begin the road to recovery, the new Diet Coke campaign aims to remind consumers to take a step back and have a break for themselves.”
Emma Norman, client services director at TMW Unlimited, added: “We were incredibly aware of the need to hit the right note with this campaign and to be sensitive to how everyone is feeling right now. Giving renewed and timely meaning to the brand’s ‘break’ heritage felt like the right thing to do and we’ve used smart neuro cues in our ads to remind everyone of that Diet Coke break feeling. We are hugely proud of the final work – conceived and produced in lockdown with no compromise on quality."