Bounty, the UK’s largest parenting club, is partnering with Coca-Cola and its Diet Coke Caffeine Freebrand for a promotion.
The campaign will highlight the latest Food Standards Agency advice, which recommends daily caffeine intake be reduced from 300 mg to 200 mg a day during pregnancy.
Samples of Diet Coke Caffeine Free will be carried in Bounty “mum-to-be” and “Baby Essentials” packs. The sample packs will be distributed during March, April and May.
Bounty has 2.1 million members and its website has 700,000 opted-in members. It is owned by Kaboose.
Brand manager for Diet Coke Catherine Meo says: “We know that new and expectant mums trust and value the advice and information provided by the Bounty Parenting Club, so working together on this project is a real step forward in clearing up concerns about caffeine intake.”
Diet Coke has just launched a television advertising campaign featuring Brit award-winning singer Duffy.