Coca-Cola has launched an ad campaign for its Diet Coke brand as it looks to encourage women to embrace their impulsive side.
The Regret Nothing ad, which airs from today (23 January), marks a step change from the 'hunky' male model that featured in the Diet Coke Break campaign, as the FMCG giant looks to encourage women to create positive experiences daily and act impulsively.
Kick-starting with a TV ad, the spot dramatises one female character’s moment of indecision, where she then gains confidence, and acts on impulse.
A print campaign features light-hearted stories around the themes of friendship, fashion and relationships. Social and PR activity will support the campaign.
“For over three decades Diet Coke has continued to reflect the evolving role of women in society through its advertising, and has always celebrated and championed the positive impact and roles women play” said Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain.
“We hope that this new campaign will have the same impact that previous and much loved Diet Coke Break commercials have had on women and will motivate our fans to embrace their impulses and Regret Nothing."
The advert was directed by Martin Krejci and created by advertising agency BETC London.