Diet Coke Launches New Activity Under 'Love It Light'
Diet Coke is launching a new creative under its successful ‘Love it Light’ strapline - a fully integrated marketing campaign showcasing and celebrating its playful and lighter approach to fashion across Europe. The Fashion Platform includes a new TV campaign, digital fashion platform and a designer collaboration with international creative genius, Karl Lagerfeld.
4/14/2011 --- Diet Coke is launching a new creative under its successful ‘Love it Light’ strapline - a fully integrated marketing campaign showcasing and celebrating its playful and lighter approach to fashion across Europe. The Fashion Platform includes a new TV campaign, digital fashion platform and a designer collaboration with international creative genius, Karl Lagerfeld.
The TV Campaign
The brand new TV campaign is airing across GB this month and will launch across 11 European countries this season. The treatment features confident girls who bring fun, style and passion to everyday fashion moments with the help of Diet Coke. Showcasing them on a fun filled shopping trip that encapsulates their wit, spirit and spontaneity the creative celebrates how Diet Coke brings a lighter side to life.
The heroines at the heart of this spot are three puppets; the embodiment of the ‘Love it Light’ attitude, each girl brings humour, inventiveness and charm to the fashion world.
As part of the campaign, the three heroines – Eleanor, Bernadette and Irene – have been styled to reflect their individual, outgoing, sassy personalities. Eleanor, the consummate fashionista, is experimental and playful, embracing bold colours, shapes and patterns. Bernadette’s romantic nature is reflected in her choice of detailing and texture on chic neutral pieces; while Irene’s rock chick persona is brought to life through her edgy sense of style and penchant for studded leather. Each girl has her own look, but together they share the belief that the light-hearted side of fashion is all about personal style – rather than following fashion rules.
Developed by Mother, the 30-second TV commercial champions the brand’s light-hearted attitude to life, while also positioning Diet Coke as the perfect fashion accessory.
The ‘Love it Light’ girls are on the hunt for the perfect handbag…
The ad opens on the girls at the Diet Coke vending machine in a shopping centre. It’s clear right away, they’re on a mission; and before long we realise they’re looking for a bag to carry their must-have accessory, their Diet Coke. As the girls struggle to lift huge, oversized totes their eyes are caught by an enormous silver ‘maxi’ bag but it is far too big for their can which just rolls around inside. When her request for a smaller bag is greeted with disdain, the girls decide it’s time to take matters into their own hands.
With determined, cheeky looks on their faces, we see the girls set to work. Using a diamante-studded chainsaw and quilted blowtorch, the friends work together to ‘upstyle’ the oversized tote, creating the perfect little quilted can bag. Meanwhile, the shop assistant looks on in horror; he’s still dumbfounded that they wanted a smaller bag. As the girls point out when they strut out of the store, he really needs to lighten up.
The Integrated Fashion Platform
The striking ‘Love it Light’ TV creative will be supported with an all-encompassing campaign including a digital fashion channel powered by Yahoo. It will offer unique content and provide access to light-hearted fashion editorial and inspiration.
Retail, experiential and on-pack activation will also feature throughout the campaign.
Diet Coke Limited Edition Bottle Collection by Karl Lagerfeld
Diet Coke is also building upon its impressive heritage of fashion collaborations with the launch of ‘Diet Coke Limited Edition Bottle Collection by Karl Lagerfeld’. The world-renowned designer will create not one but three new and exclusive designs for the iconic Diet Coke aluminium bottle.
For this collection, Karl Lagerfeld has taken inspiration from the new Diet Coke heroines. The collection will be available through selected retailers across Europe and seeded at a host of influential media and consumer events.
As well as designing the collection, Karl Lagerfeld, already a reputable photographer within the fashion industry, has shot the Diet Coke outdoor and print advertising campaign featuring supermodels Coco Rocha, Heidi Mount and Jeneil Williams. Just like the bottles and puppets, each of these three supermodels has a distinct, individual look whilst working in perfect harmony together.?
Inspired by the Diet Coke girls, these models have been styled on the puppets and will bring to life their characters; they perfectly encapsulate the brand’s playful and fashionable spirit.
Zoe Howorth, Market Activation Director for CCGB comments, “We are delighted to introduce the ‘Love it Light’ girls to a new audience. The puppets perfectly encapsulate the Diet Coke light-hearted attitude and are an integral part of our fashion platform. We love their spirit and are sure that our consumers will too!”
Zoe Howorth adds, “Fashion is an essential part of our consumers’ lives and is a great way for us to engage with the Diet Coke audience. The ‘Love it Light’ approach will bring a fun and engaging way to enjoy access to unique fashion content and experiences courtesy of Diet Coke”.
