A Weight loss plan Coke gross sales turnaround is pivoted on the multi-million marketing campaign known as ‘You Do You’. The GB and Eire marketing campaign faucets into the colloquial language of mainstream tradition, with the primary TVC displaying two aged ladies having fun with a Tinder-like app.
Over the previous few years, Weight loss plan Coke has battled dwindling gross sales after partly being cannibalized by the arrival of Coke Zero. It has plowed an enormous chunk of its advert spend into the struggling silver can. Again in 2015, when the drinks model known as its diet choice a “work in progress”, it tried to enhance its advertising, packaging and flavour choices.
Three years later, and the drinks large reported that it nonetheless wasn’t positive it had discovered one of the simplest ways to place the fizz again in its gross sales.
Quick ahead to in the present day and Coca-Cola has launched two new TV adverts and limited-edition packaging. That is the primary Weight loss plan Coke work since Kris Robbens was appointed advertising director for Coca-Cola Nice Britain and Eire – changing Paul Grace who had been within the place for six months.
Wieden + Kennedy London’s first TV spot sees two outdated girls utilizing the courting app ‘Twinge.’ Vera shares a profile of a racy outdated gentleman with Gladys, her good friend sat subsequent to her, with the textual content ‘I am in, 100% my sort proper?’ accompanied by the heart-eyed emoji.
Gladys then flicks by way of his profile to see what pictures ‘Derek, 84’ has put up for show, together with a topless shot of him ingesting a can of Weight loss plan Coke. She replies ‘Whole Playa!!!!’ with the cry-laughing emoji.
“Not searching for long-term although, am I babes?” she responds, to which they each break down in giggles. The marketing campaign works to faucet into in style tradition is a jokey and foolish manner.
‘Do You Do’ is accompanied by a collection of eight limited-edition can designs, printed with in style expressions like ‘it’s lit’ ‘okay, subsequent’ and ‘can’t even.’
The fully-integrated advertising marketing campaign will embody above the road activations together with out-of-home and digital.
Discussing the launch of ‘You Do You’ marketing campaign, Tuuli Turunen, advertising supervisor for Weight loss plan Coke, commented: “As we proceed to evolve and replace the Weight loss plan Coke model for each loyal drinkers and a brand new wave of followers coming into the model for the primary time, we’re actually excited concerning the launch of our new marketing campaign, You Do You.
“Weight loss plan Coke is loved on daily basis and the launch of the brand new light-hearted marketing campaign to rejoice on a regular basis ‘you do you’ moments from embracing cultural tendencies to having fun with on a regular basis pleasures goals to encourage our followers to only be themselves.”