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Diet Coke 'Love it Light' Campaign Targets Stylish Women

 - Jan 12, 2012
References: popsop & brandingmagazine
With the Diet Coke 'Love it Light' campaign, beverage megabrand Coca-Cola is using its famous dolls to promote its low-calorie drink line.

Set to roll out in seven European countries, the Diet Coke 'Love it Light' campaign includes commercials, print ads and social media developed by Mother London targeted specifically at its female customers. According to Popsop, the first commercial in the series is called 'There's One Left' and features Diet Coke's fab and fashionable dolls -- Eleanor, Irene and Bernadette -- fighting each other for the last can of Diet Coke.

In addition to the humorous, targeted ads, the Diet Coke 'Love it Light' campaign will also comprise a new set of Diet Coke packaging designs. The new packaging will be more stylish and feature zebra, houndstooth and floral prints. What's more, the drink brand has also partnered with Benefit cosmetics to offer Diet Coke purchasers a £5 coupon they can redeem for Benefit makeup priced over £20.