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.
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.