Coca-Cola South Pacific has launched a campaign aimed at loyal Diet Coke drinkers, encouraging them to reignite their passion for the brand while reminding fans how it can make them ‘feel good’.
As part of the strategy, Coca-Cola South Pacific is running a targeted program to reconnect with loyal consumers and reinforce product benefits.
The campaign has been rolled out as an integrated precision marketing program, leveraging consumer insights and engaging loyalists through digital, social executions and influencer partnerships.
“We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine,” Coca-Cola South Pacific Marketing Manager, Coca-Cola Lights, Livia McKenzie said.
The program comprises:
• A major digital buyout involving customised messaging based on ‘passion points’ such as fashion, cooking and home styling, time of day and interaction with Diet Coke.
• Leveraging customer loyalty platforms, including Coke Rewards and retailer rewards programs, to drive purchase consideration.
• Influencer partnerships to produce content that brings the personality of Diet Coke to fans.
“The goal of the campaign is for Diet Coke loyalists to rekindle their love for the brand and rediscover the product’s great benefits, which we hope will ultimately drive purchase consideration at-shelf,” Ms McKenzie said.