Diet Coke ‘You’re on Coke’ ad lifts purchase intent

Suggestions Diet Coke’s latest campaign implicitly references the use of class A drugs could have increased the number of people willing to buy the drink in the days since it launched, according to research.

At first glance the latest Diet Coke ad appears to be condoning drug abuse (see above).

Outdoor ads running in the US since the start of the week use the “You’re On” slogan alongside the Diet Coke logo. At first glance, the ads seem to spell out the phrase ‘You’re On Coke”.

The tagline has sparked online buzz with some fans poking fun at the apparent drug reference and others slamming it.

The controversy appears to have benefited the brand with the number of people willing to purchase Diet Coke on the upturn. Purchase intent for the drink has increased to 15.3 per cent since the campaign first sparked media interest two days ago, according to communications agency Way to Blue.

Furthermore, an average of 14.5 per cent of people talking about the brand want to buy it based on online chatter over the past two weeks.

Coca-Cola has defended the slogan adding it does not support the use of any “illegal substances”.

In a statement it said: “[The advert] celebrates ambitious young achievers from all walks of life and reminds them that Diet Coke is there to support them in the moments when they are at their best.

Every single day, young people around the world experience “You’re On” moments big and small. It could be a job interview or a national TV interview, a first date or a final exam, a presentation to your boss or a performance in front of thousands. The Diet Coke logo is the centerpiece of the ad campaign. Diet Coke in no way endorses or supports the use of any illegal substance.”

The strapline launched earlier this week on ads tailored to the personalities of different cities in the US for Diet Coke’s ‘You’re On” push. It is part of Coke’s wider “You’re On” campaign that also includes a TV spot starring singer Taylor Swift (see above).

The results from the study use a base measure of the average volume of daily comments linked to general chatter about Diet Coke, and those around purchasing or wanting to purchase the brand over a standalone two week period in February.



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