Diet Coke celebrates 20 years of the Diet Coke hunk with £3.5m campaign
Diet Coke has revived its ‘Gardener’ TV advert in a £3.5m campaign spanning TV, OOH, experiential, radio, press and social media celebrating the 20th anniversary of the original Diet Coke break commercial.
With the original hunk hitting screens back in 1994, the most recent imagining of the creative came from BETC London last year and formed part of the fully integrated ‘Sparkling Together for 30 Years’ marketing campaign.
To celebrate the return of the ‘Gardener’ to TV screens on Valentine’s Day Diet Coke staged an experiential stunt in the financial heart of London, transforming Finsbury Avenue Square into a live ‘hunk experience’ with 20 hunks recreating the advert for city workers.
“The return of ‘The Hunk’ is all about reaching out to and engaging with our core female audience. We wanted to celebrate not just the brand heritage, but also the women who have been enjoying the Diet Coke break for the past twenty years – it’s all about showcasing female empowerment and camaraderie,” said Brid Drohan-Stewart, marketing activation director, Coca-Cola Great Britain.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
In addition to the return of the TV commercial Diet Coke will also be offering consumers a free Look or Now magazine with purchases of promotional packs between 17 February and 30 March, with the on-pack promotion supported by OOH, radio, digital and PR, as well as targeted blogger outreach.
Content created with:
BETC London is a premium creative agency in the business of attraction. Building brand value for their clients, attracting people to their brands. Since opening its doors in June 2011, BETC London is one of London’s leading young creative agencies, attracting both international brands such as Bacardi, Ibis and Diet Coke and local classic British brands such as Cow & Gate.Find out more