Coca-Cola has launched a £10,000 daily giveaway on cans and bottles of Diet Coke as part of its biggest push in 15 years. , which features pop songstress Duffy in a wider TV campaign, invites customers to enter an on-pack code via the Coca-Cola Coke Zone to find out whether they have won.
Diet Coke has a well-defined core audience. The success of the Diet Coke campaign featuring female office workers waiting for a hunky contractor to appear at 11.30am is testament to this. But the insight behind previous research is not reflected in this promotion.
No one can doubt the popularity of a cash giveaway in the current economic climate but this doesn’t mean that hard won learnings, such as offering prizes tailored to your audience, should be sacrificed to the financial zeitgeist.
The idea of a cash-giveaway feels lazy. Yes, there is copy on the Coke Zone microsite that gives a brief nod to the fact that ‘modern women are supposed to look great and party hard, all whilst juggling a full-time job and full-time home life’. But without suggesting how winners may want to spend their prize, the idea fails to come to life.
On the Diet Coke area of the site, visitors are offered discounts on brands such as Nails Inc and Stella McCartney in return for registering and building up loyalty points. This seems a far better fit for the audience so why is a similar strategy not used on the on-pack promotion?
The promotion is also hampered by the fact that Diet Coke seems to be attempting to use a one size fits all in its description of the modern woman. The copy (and Duffy frontage) seems to apply mostly to women of 30+ but this audience would need more comprehensive content to motivate them to explore the Coke Zone.
The Duffy ad is yet to launch. However, it seems it slots will have to work very hard to overcome the apparent disconnect between the on-pack promotion and the target audience.
Rating 5 of 10
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