Diet Coke targets fashionistas with Asos and Bauer Media link

Diet Coke is launching a new UK brand campaign focused around fashion to coincide with London Fashion Week, in partnership with and Bauer Media.

The push will again not feature the Diet Coke hunk in favour of a new strapline titled ’Love it light”. It will first feature in a TV campaign, created by Mother, launching in March.

The ad will feature the three female puppets, who were last seen in Diet Coke’s sponsorship idents for the Channel 4 show Ugly Betty.

On-pack promotion, social media and digital plus high impact outdoor advertising including the Piccadilly sign; aiming to reach women via multiple touchpoints will back it.

Coke says the “disruptive campaign uses women’s universal love of fashion to excite and reward as Diet Coke partners with two of their favourite brands – and Bauer Media.”

The first element of ’Love It Light’ broke this week with a the new on-pack promotion offering free copies of Heat, Grazia, Closer and more! and Asos clothes.

The magazines are available via loyalty site Coke Zone when they purchase special promotional packs (2L bottles and fridge packs). Women will also have the chance to ’get the look’ and win an outfit every 30 minutes from Asos. In addition, they are given £5 off their next order of £20 or more on site.

Activity will be backed on a dedicated Diet Coke Facebook hub, a year long partnership with Asos including a ’Love it Light’ Fashion collection and a partnership with Kiss Radio.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: “Diet Coke is championing a life lived lighter and the ’Love It Light’ campaign is all about delivering an instant moment of pleasure and pick me up at every touch point. We understand women’s passion for fashion and the role it plays in their everyday lives so we’re delighted to be partnering with two of the UK’s most exciting fashion brands to delight and reward.”

Terri Westlake, head of media for Asos, adds: “Asos is delighted to be working with diet Coke on this very new and exciting partnership. Through its unique retail and content offering, we believe that Asos is perfectly placed to communicate the ’Love It Light’ message in a highly innovative way; creating a definitive destination for women to gain those little moments of fashion pleasure whenever they need them.”

Last week, Pepsi revealed that it is increasing the size of its 500ml sugar-free drinks bottles to 600ml, priced the same as a 500ml bottle of regular Pepsi. It will support the resizing with a £5m campaign from April.

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