Diet Coke is being backed by a new marketing campaign with a ’Hello You’ theme, which will run throughout 2009.

The campaign focuses on the "pressures and expectations faced today by 21st century women".

An on-pack promotion is running across all 500ml bottles and 330ml cans of Diet Coke where there is £10,000 in cash up for grabs every day throughout this month. To enter, consumers have to submit their on-pack code either by text or online at []. Meanwhile Welsh singing sensation Duffy will star in the drink’s new European ad campaign.

According to AC Nielsen figures, Diet Coke remains the number one diet cola, delivering sales of £396m a year.

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