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Diet Coke Helps People "Stay Extraordinary" In New Marketing Campaign
North America,
March 4, 2010
New Lead Commercial to Debut on Sunday, March 7 During the Telecast of The Academy Awards on ABC
ATLANTA - Millions of extraordinary people enjoy the great-tasting refreshment of Diet Coke every day. It's an indispensable part of their lives that helps keep them at their very best and "Stay Extraordinary" in whatever they do.
A new Diet Coke marketing campaign, which launches with a 60-second commercial centerpiece called "Stay," celebrates the daily achievements of the next generation of young adult Diet Coke drinkers and shows how the brand helps them get the most out of life.
"Diet Coke drinkers are the most extraordinary people in the world. For these multi-faceted, confident, motivated individuals, the brand is an essential part of their lives," said Katie Bayne, Chief Marketing Officer,
The "Stay Extraordinary" campaign began last month with the launch of the 2010 Diet Coke Heart Truth program, which reminded people that staying healthy is a key dimension of staying extraordinary. The program featured special packaging, television and print advertising and digital and retail activation. The Diet Coke Heart Truth television ads, which aired throughout the recent broadcast of the Olympic Winter Games, were just ranked among in Nielsen's top 10 Olympic advertisements based on ad recall and likeability (*).
In addition to "Stay," which debuts this Sunday, March 7, during the ABC telecast of The Academy Awards, "Stay Extraordinary" includes two new 30-second commercials that will air during upcoming episodes of American idol. The campaign also features new out-of-home advertising that will run across the
"With our multi-dimensional 'Stay Extraordinary' program, we're using an aspirational voice to celebrate today's 'movers and shakers' who are the next generation of Diet Coke drinkers," continued Bayne, "Whether it's reinforcing the importance of being heart healthy or showcasing everyday achievements like those seen in our new commercials, we're showing how Diet Coke helps people stay on top of their game."
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(*) source: The Nielsen Company, March 2010
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