Coca-Cola to ditch Diet Coke 'hunk' positioning

by Jemima Bokaie, Marketing 15-Jan-08, 08:45

LONDON - Coca-Cola GB is dropping the Diet Coke 'hunk' just a year after it revived the icon for its 'Diet Coke break' activity last January.

Coca-Cola is rethinking its strategy for the brand to align its positioning with the US, where Diet Coke has a long-standing association with entertainment and style. The fresh positioning will continue to focus on Diet Coke's female audience, but in a more subtle and glamorous way.

In the US, Diet Coke sponsors the Academy Awards and Coca-Cola is looking for similar tie-ups in the UK.

The current campaign is a re-run of last year's 'Create your own Diet Coke break' TV ad, because the fresh creative is not yet complete. It will be the last airing of the 'hunk' concept.

Separately, Coca-Cola has redesigned the global packaging for its Diet Coke, Coke Zero and Coca-Cola brands. The fresh identity rolls out in the UK in March with a simplified can design and use of 'Coca-Cola' red.

Comments

Kate Garratt - 15/01/2008

nooo - not subtle and glamorous, more hot men with less clothes! this adverting really works! aero bubbles got it right!

Sarah Eden - 16/01/2008

Do advertisers not realise that we women are quite partial to a bit of eye candy? Helps dilute the array of female images on show for all those hot blooded males out there. Though if Coca-Cola doesn't want 11am Diet Coke man then I will!