Diet Coke gets in the mood with Chace Crawford
This month, Coca-Cola South Pacific has kicked off an Australian exclusive Diet Coke promotion which brings a new face to Diet Coke: US actor, Chace Crawford.
Called “Reward Your Mood”, the on-pack promotion celebrates the lighter side of Diet Coke drinkers’ moods by asking them to match their mood from over twenty-three different on-pack options – from flirty and bubbly to chilled and frazzled– then select it online via the Coke Unleashed website and receive a guaranteed reward for every bottle entered.
Carrying a unique code, each mood will be matched to a specific reward which includes the likes of music downloads, movie rentals, nail polish and free Diet Coke products. The full list can be viewed on the Coke Unleashed website.
The campaign will run until June 30 and will be supported with a range of marketing activities across in-store point-of-sale, out-of-home, an experiential Diet Coke consumer activation with Chace Crawford and owned brand activity on the Coke Unleashed website and the Diet Coke Australia Facebook page.
Says Pamela Wyatt, Diet Coke marketing manager: “Our ‘Reward With Every Bottle’ campaign is designed to inspire Diet Coke drinkers to live life with a light, carefree style, and inspire a bit of indulgence and spontaneity.
“Chace Crawford lives the very essence of this campaign and has been a perfect fit from the very beginning as a fresh, inspirational and cheeky brand ambassador.
“This year we are breathing new life into the Diet Coke classic marketing campaigns of the past by partnering with Chace Crawford who is definitely popular with young Australian females. Diet Coke advertisements featuring a male as the hero were first developed in the 1990s.”
Chace Crawford came to Australian shores late in April to launch the campaign and meet Aussie fans. Diet Coke took over Martin Place with a photo booth activation which gave hundreds of fans an up-close and personal Diet Coke moment with the actor.
Rolling out from mid to late May, out-of-home will be displayed in targeted street furniture locations, Westfield Cinemas, café and office screens featuring a call-to-action to enter with Chace Crawford as the focus of the creative. The same creative is being used across all POS channels – ICO, C&P and grocery.
The on-pack promotion is available across all PET bottles – 450mL, 600mL, 1.25L, 1.5L, and 2L which can be found on shelves and in fridges nationwide.
Credits:
Creative – Ogilvy
Media – Ikon
Promotion Agency – Wunderman
Strategy – Naked
Point of Sale – Fuel
Consumer Public Relations – One Green Bean
6 Comments
I’ve seen these everywhere and they have to be the biggest waste of advertising space I’ve seen for a long time. To call this a ‘campaign’ is laughable.
Seriously, what kind of a headline is that? What is the idea?
The demise of a once great brand…
How the puck does that headline have anything to do with picking a coke to match your mood? Oh and let’s package it with a random pic of a celebrity. Horrible.
This is what happens when clients make ads.
How do I feel about guaranteed rewards set with an inner shadow next to some pervy looking bloke?
I feel violated. Fucking violated.
The work of 7 agencies?
I don’t get it. What’s Chase Crawford got to do with guaranteed rewards? Was the Group Head out to lunch while this was approved? They obviously think they have a job for life, it’s clear that no one gives a damn about that account any more but I bet a lot of other agencies would kill to have a crack at it. Such a shame. Wasted opportunity.