Coca-Cola Great Britain is to launch a new mobile portal to support Diet Coke called the Silver Room. It aims to target younger, technologically aware female consumers.
The Silver Room, which launches on September 22, has been created by mobile agency Marvellous.
The project is fronted by the singer Gabriella Cilmi, who had a recent hit with Sweet About Me. The portal offers celebrity gossip, fashion, games, music, film and items on green issues. There will also be unique member offers targeting young female consumers.
Content partners for the initiative include Heat, Getlippy.com, 20th Century Fox, Live Nation, Nivea and Sony BMG
A digital and PR campaign will drive awareness of the Silver Room with media being handled by Vizeum. The site will also be promoted by the ad-funded mobile service Blyk and the Coca-Cola digital site at Piccadilly Circus.
Cathryn Sleight, marketing director for CCGB, says: “We have been looking at new ways to create a fresh dialogue with the next generation of Diet Coke drinkers. We feel the Diet Coke Silver Room integrated with our ongoing loyalty programme Coke Zone is the perfect platform to offer these younger, tech savvy consumers a unique combination and access to amazing rewards.”
Coca-Cola recently appointed Mother to handle a pan-European advertising brief for Diet Coke. The appointment is likely spell the end of the Diet Coke hunk, recently revived by UK incumbent agency Vallance Carruthers Coleman Priest.