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Passion for fashionistas
Mark Choueke’s leader about Diet Coke being the victim of “meddling” marketers that should leave well alone generated
significant debate (www.marketingweek.co.uk/DietCokeMeddling):

I have to agree with Mark that the connection between Diet Coke and fashionistas seems a bit off. Is it going after only the short-term gain at the expense of long-term brand value?

One of the reasons Coca-Cola has been so successful for more than 100 years is that it is classic. In a way, it is safe, and that’s why people all over the world love it. You can grab a Coke in New York, London or Beijing and have the same sentimentality about it because its marketing slogans quite often ring true across all cultures.

I’m not sure you can say the same about this new link between Diet Coke as a “fashion
brand for demanding fashionistas”. Will that truly resonate across multiple cultures? Perhaps.

I don’t think this will damage the Diet Coke brand (after all, it is the number two selling soft drink in the US) but I do worry when it appears that marketers are over-reaching for a fleeting short-term gain at the expense of long-term brand equity.

Keith Trivitt
Associate director, Public
Relations Society of America

What’s the harm in having a little fun with a well-known brand? It won’t do any harm and gets Diet Coke’s name in the media even if it is through a debate.

People will probably buy the new Diet Coke cans just to see what all the fuss is about.

Hannah

The fact this campaign is drawing so much discussion from so many people suggests that it is in fact doing a wonderful job already.

While I can see the argument that it may well risk alienating a small portion of potential customers, the nature of the campaign and packaging is making everyone sit up, take notice and comment on it.

Owen

Knowledge Bank

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