The Drum Awards Festival - Official Deadline

-d -h -min -sec

Coca-Cola Channel 4

Diet Coke teams with Channel 4 to recreate ‘hunk’ ad


By Ishbel Macleod, PR and social media consultant

March 1, 2013 | 2 min read

Diet Coke has teamed with Channel 4 to recreate the ‘hunk’ ad, featuring familiar faces such as Made in Chelsea’s Ollie Proudlock, TV presenters George Lamb and Rick Edwards.

The bespoke ad will air tonight in a 20 second teaser exclusively on Channel 4 at 5:45pm before the new full 60 second ‘Gardener’ ad airs at 8.50pm.

Sassy Films Ltd is responsible for the creative, which takes inspiration from Channel 4’s idents.

Felicity Ives, group partnerships manager at Channel 4, said: “Not only is it a real coup for Channel 4 to premiere Diet Coke’s hotly anticipated new hunk ad – but we’re really excited to have the opportunity to mark this key advertising moment and 30th anniversary in Channel 4’s own innovative way.”

Zoe Howorth, marketing director for Coca-Cola Great Britain, added: “It’s exciting for us to be able to continue the celebrations of Diet Coke’s 30th anniversary through innovative ways. The Diet Coke ‘hunk’ has become synonymous with the brand and is an instantly recognisable icon. The reincarnation of a much-loved classic for the 30th anniversary allows us to bring some sparkle to viewers’ screens. The exciting idents and new TVC will also introduce a whole new generation of women to the Diet Coke ‘hunk’.”

From today, Channel 4 TV personalities will also be tweeting to encourage their Twitter followers to tune in to the exclusive broadcasts of both ads.

Coca-Cola Channel 4

More from Coca-Cola

View all


Industry insights

View all
Add your own content +