Diet Coke issues colorful Super Bowl taster in push for millennials market
Diet Coke is returning to the Super Bowl fray in colorful fashion after Coca-Cola unleashed Gillian Jacobs on the sporting event of the year to promote its all new flavors.
A series of films depict the 'Love' actress popping into her nearest corner shop to sample one of the colorful cans, which contain a variety of exotic flavors such as mango and twisted cherry.
Each can and flavor is showcased across a series of ads, culminating in a 30-second spot shot exclusively for the February 4 face-off, as part of Diet Coke’s ‘Because I Can’ campaign - which aims to draw millennials to the fizzy concoctions.
Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, commented: “We wanted to present a fresh approach to Diet Coke advertising, while still bringing our loyal current fans along on the journey. Diet Coke has always been a brand that stands for confidence, but how we’re saying it is totally new. Now, it’s about having the confidence to do what you want to do and drink what you want to drink. Because you can.”
In tandem with the video work, Diet Coke will embark on an outdoor advertising campaign to reinforce its simple message.
Diet Coke was spurred into its rainbow rebrand by sliding sales, prompting it to put some zing back into its step with a new line-up of fruity flavors.