THE CHALLENGE
Research identified Diet Coca-Cola as a symbol of an outdated lifestyle. A shift from overt ‘diet’ messages to a balanced emotional and mental lifestyle was also apparent. With the brand losing importance, it needed to quickly regain its place in the lives of female consumers (the most prominent purchase group of this product) by re-building relevance and recruiting new consumers. To do this, we needed to celebrate the female form and establish leverage from the confidence women feel when they look good.
THE SOLUTION
Using the ‘passion point’ of fashion as a vehicle to reconnect with the target audience, Diet Coca-Cola embarked on becoming an integral and respected part of the fashion world.
Diet Coca-Cola launched its campaign through Rosemount Australian Fashion Week (RAFW) bringing together leading fashion designers in a bespoke catwalk show. All designers were challenged with using the Diet Coca-Cola bottle silhouette as their creative inspiration for an iconic fashion classic, the Little Black Dress (LBD).
- The Diet Coke fashion show featured on Australia’s Next Top Model
- Designer LBD sketches appeared in OOH media
- A content hub on Yahoo7! Housed all content captured during the campaign including:
- Behind the scenes footage of Alex Perry’s designs
- Footage from the catwalk shows
- Style advice on how to make the most of your curves
- Paparazzi style advertorials and brand ads ran in weekly and monthly fashion bibles.
THE RESULTS
Diet Coca-Cola sales increased by 5.5%, while the brand experienced 2.6% value growth across combined National Food Stores & Convenience channels
