Coca Cola Enterprises (CCE) has invested in a multi-million pound Diet Coke campaign designed to help retailers drive sales of the soft drink by engaging with shoppers even further.

The new ’Regret Nothing’ campaign is meant to inspire women to indulge their impulsive side. It follows research by Diet Coke that found that the fear of embracing your impulsive side can lead to self-restraint and regret. The insight forms the central theme to the campaign, which includes TV, print, social media and PR activity.

The print media part of the activity, for example, focuses on real-life, spontaneous stories that illustrate how consumers can ’regret nothing’ when they opt for a Diet Coke. Pos will be available to capture the attention of shoppers along the path to purchase.

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