As Coke adopts a 'one-brand' strategy across the world, the struggling Diet Coke brand has received its own packaging makeover and TV commercial in the US, Ad Age reports.
The design campaign, launched last week, is called 'It's Mine' and involves dressing cans and bottles in unique, colorful designs. A new TV advert features a woman dressed in business attire pursuing a colorful Diet Coke bottle. It is shot in black and white and set to the Queen song 'I Want it All'.
Globally, Coke has moved away from sub-brands, such as Diet Coke and Coke Zero, to a one-brand policy in one of the biggest marketing shifts in the soda makers history. In the US, Coke has continued to pump marketing money into Diet Coke as it is still popular.
AdNews caught up with Coca-Cola APAC marketing director Lisa Winn to discuss the change of tactic.
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