New campaign: Coke promises added goodness

Coca-Cola is supporting the launch of its new Diet Coke Plus range with a campaign that promises consumers “added goodness”.

The ads, created by Vallance Carruthers Coleman Priest, show human silhouettes dissolving into silver bottles and aim to reflect the “vitality” of the range’s added ingredients, which include antioxidants and vitamin C.

The new ads carry the strapline “Plus a little added goodness”.

The campaign, which breaks this week, will run across TV, print and outdoor and will be supported by sampling.

The ads will run in the same breaks as the Diet Coke campaign.