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Coca-Cola begins promoting its Diet Coke Lemon variant to UK consumers this week, as exclusively revealed in Marketing (April 4). A £5m advertising and promotions strategy kicks off with an outdoor campaign involving 100 back-lit 48-sheet posters and nearly 7000 six-sheet sites. Coke said 52% of adults will see the campaign 22 times on average. A Diet Coke TV ad called 'First Date' will launch this week, but will only introduce the Lemon variant from next week (July 8). The final element of the campaign will be a sampling push delivering more than one million samples across the country via market fruit stall-themed installations in city centre locations. The ad campaign was created by Wieden %26 Kennedy, with media by Universal McCann and BBJ.