Coca-Cola is launching a Diet Coke-branded section in women’s magazine Company as part of its “Join the rebellion” campaign promoting female empowerment.
It is the next major phase of the wider European “Hello You” campaign, which launched in February fronted by Welsh pop singer Duffy.
The theme of the promotion will focus on urging female consumers to “Join the rebellion” and to celebrate their right to say “no” to the pressures and expectation of modern day life.
The eight-page branded section will launch in the May edition of the National Magazine Company’s title, with content focused on beauty, fashion and celebrity. The “mag within a mag” will also appear in the July and October editions of Company.
The activity will be supported on the magazine’s website, GetLippy.com. Collateral will include monthly competitions linking to Coke’s loyalty site Coke Zone.
Coca-Cola GB marketing director Cathryn Sleight says: “By enticing women to ‘Join the Rebellion’, Diet Coke and Company are engaging with the core consumer in her language and pushing her boundaries. At a time when everyone lives such hectic lives, the most rebellious thing you can do is take time out for yourself and go about your life as you wish.”
The latest Diet Coke television ad features singer Duffy and premiered during the Brit Awards on ITV1. Created by Mother, it shows Duffy singing the Sammy Davis Jnr song, “I’ve got to be me”.