Coca-Cola is rethinking its strategy for the brand to align its positioning with the US, where Diet Coke has a long-standing association with entertainment and style. The fresh positioning will continue to focus on Diet Coke's female audience, but in a more subtle and glamorous way.
In the US, Diet Coke sponsors the Academy Awards and Coca-Cola is looking for similar tie-ups in the UK.
The current campaign is a re-run of last year's 'Create your own Diet Coke break' TV ad, because the fresh creative is not yet complete. It will be the last airing of the 'hunk' concept.
Separately, Coca-Cola has redesigned the global packaging for its Diet Coke, Coke Zero and Coca-Cola brands. The fresh identity rolls out in the UK in March with a simplified can design and use of 'Coca-Cola' red.
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