Diet Coke launches new “Love It Light” activity

Diet Coke is set to roll out the latest phase of its “Love It Light” fashion-focused activity, featuring another high profile TV campaign and its first tie up with Benefit cosmetics.

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The TV campaign, created by Diet Coke’s long-standing creative agency Mother, sees the brand’s “fashionista” puppet ambassadors arguing over who deserves the last can of the drink left in the fridge, based on how unfortunate their days had been.

Diet Coke is also supporting this year’s activity with three new pack designs, promoting the brand’s partnership with Benefit, which includes money-off offers and limited edition make-up packs.

The activity will also be supported with a dedicated Facebook page, encouraging consumers to “Get Glam” with Benefit make-up.

Diet Coke set out a three-year strategy in March that sees all marketing activity for the brand linked to fashion. Activity so far has included partnerships with Asos, London Fashion Week and Nails Inc.

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