Looking to reignite the strong association between Diet Coke and ‘taking a break’, Coca-Cola tasked us with finding a brand partner whose content could help enrich Diet Coke drinkers’ short break experience, encouraging them to step away from their day and return
with a refreshed perspective. The brand partner solution had to appeal to Diet Coke’s loyal 30+ male and female drinkers and be able to offer a choice of snackable digital content of high-perceived promotional value. Flexibility to roll out
the campaign outside of the UK was also important. Finding and negotiating a brand partner to meet all these criteria in tight timescales was made all the more challenging in the height of a global pandemic.
Using data and insights to identify the best content choice for our Diet Coke audience, we proposed digital magazine subscription service Readly – ‘the Netflix of magazines’ – as the ideal brand partner. Digital magazine subscriptions were experiencing a triple digit
growth in response to the pandemic (so their content offering was extremely relevant), while Readly’s audience profile and the average time they spend on Readly’s app made them the perfect fit for the brief. We approached Readly and
negotiated a high-perceived value, 2 months free ‘gift with purchase’ subscription offer. Our role in the campaign also took in all partner management, including contract finalisation, T&Cs and securing approval of all creative assets.
UK and Ireland’s biggest 2021 marketing campaign for Diet Coke. The omnichannel campaign, which included OOH, in store, digital
and social media, went live on 1st March for 7 weeks across millions of packs in all bar one of Coca-Cola’s many customers across the markets.