Coca-Cola South Pacific is targeting loyal Diet Coke drinkers, reminding them how the beverage can make them 'feel good.'
The campaign, by Ogilvy, will be rolled out as an integrated precision marketing program using digital, social executions and influencer partnerships.
The program has three pillars:
- A digital buyout that will see customised messaging based on passion points, time of day and itneraction with Diet Coke
- Customer loyalty platforms including Coke Rewards and retailer rewards programs.
- Influencer partnerships to produce content to bring to life the personality of Diet Coke.
Coca-Cola South Pacific, Coca-Cola Lights marketing manager, Livia McKenzie said: "We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine.
"We're targeting a distinct group of consumers with our campaign so the key for us is to ensure our execution is aligned to that strategy, delivering the campaign to the right people, at the right time, on the most relevant device and in the best suited locations."
Agency credits:
Media strategy & Buying: UM
Creative: Ogilvy
Influencer & Consumer PR: Adhesive
Website: Satellite
Trade PR: Red
