Diet Coke drops ‘hunk’ strategy in pursuit of male consumers

Coca-Cola GB has finally killed off the Diet Coke “hunk” in an attempt to broaden the brand’s appeal to men.

A new campaign, which launches this week, heralds a return to the Diet Coke “break”, which was shelved last summer and replaced by an ad depicting a group of women who contrive a way to sneak a handsome man into their party.

The new commercials are set in an office, and feature five key characters. They aim to tap into the UK office break-time culture, and are based on the developing relationship between the two main characters Matthew and Jennifer.

But Coca-Cola GB marketing director Andrew Harrison denies the company plans to pursue a Nescafé-style romantic theme. He says: “The ‘hunk’ commercials had become very formulaic. We wanted the new ads to have a greater local focus, with a more down-to-earth creative strategy to appeal to UK consumers – men and women alike.”

The series represents the first Diet Coke commercials to be filmed in the UK, although only one character, Matthew, is played by a UK actor. The campaign has been created by Wieden & Kennedy in London.

Three executions have been shot – “Introduction”, “Close friends” and “Love letter” – and all are backed by Seventies disco hit “Love to love you baby”. The song, which was originally performed by Donna Summer, has been re-recorded by girl group Honeyz.

The TV campaign will run for six months, supported by radio, outdoor and Internet executions.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here