Coca Cola Enterprises (CCE) has invested in a multi-million pound integrated Diet Coke campaign designed to help retailers drive sales by engaging further with shoppers.
The new ‘Regret Nothing’ campaign is a change from the Diet Coke ‘Hunk’ advertising and is intended to inspire women to indulge their impulsive side. It follows research by Diet Coke that showed that people’s fear of embracing their impulsive side can lead to self-restraint and regret.
The insight will form the central theme to the ‘Regret Nothing’ campaign, which will include TV, print, social media and PR activity.
The marketing campaign kicks off with TV advertising that launched on Friday 23rd January. This is supported by print media advertising focusing on real life spontaneous stories that illustrate how consumers can ‘regret nothing’ when they opt for a Diet Coke. The advertising push will be supported by social media outreach and experimental activity to drive footfall to retail outlets, while in-store POS will be available to capture the attention of shoppers along the path to purchase.
Caroline Cater, operational marketing director at CCE, said: “The ‘Regret Nothing’ campaign is an exciting initiative that is set to motivate both existing and potential new shoppers into choosing Diet Coke, helping retailers to drive sales of a well-loved brand, the nation’s favourite zero calorie soft drink, which is worth £449m.
“This new campaign is designed to engage shoppers on an emotional level and have an even greater impact than the previous Diet Coke ‘Break’ commercials have had on consumers. We will support retailers through the targeted in-store POS and the advertising campaign to encourage consumers to embrace their impulses and deliver incremental sales.”