Coca-Cola South Pacific unveils hot ‘One Calorie Burnt in a Moment’ campaign for Diet Coke

Coca-Cola South Pacific has revealed the new Diet Coke ‘One Calorie Burnt in a Moment’ campaign, which targets young females as the brand works to connect with a new generation of women.

The “One Calorie Burnt in a Moment” campaign creative showcases a series of cheeky moments in which one calorie can easily be burnt, reinforcing that diet Coke has less than one-calorie in every 200mL.

Says Pamela Wyatt, marketing manager for diet Coke: “The campaign is designed to remind women of the diet Coke low-caloriebenefits, communicating its relevance in a healthy, well-rounded lifestyle for all young women.”

“The campaign communicates the fun side of the brand highlighting that there is nothing cheeky for you in diet Coke, meaning you can be cheeky elsewhere. This is communicated through tactical out of home placements including change room and bathroom signage highlighting that women can simply burn one calorie “by wriggling your way into new jeans” or “running for the loo…in heels”.

The bold campaign is intended to strike a chord with a younger female audience through a strategic media plan involving key placements in magazines, digital, outdoor and tactical advertising.