Coca-Cola highlights its innovation credentials in campaign for new Diet Coke flavours

Diet Coke is launching a tongue-in-cheek campaign to promote its new flavours – Diet Coke Twisted Strawberry and Diet Coke Exotic Mango – in the UK.

The multimillion-pound campaign, created by McCann Worldgroup Europe, launches today (17 June) and will span TV, radio and outdoor.

It sees actress Tanya Reynolds struggle with an on-set director as he instructs her to bring the new flavours to life. In a series of clips, Reynolds attempts to fulfill the director’s tricky brief including trying to mimic the ‘voice’ of a strawberry and show off her best ‘twisted’ moves.

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Tuuli Turunen, marketing manager for Diet Coke, says: “This campaign highlights the latest example of how Diet Coke is continuing to innovate and expand the brand.

“The creative brings the ‘Exotic’ and ‘Twisted’ elements of the new flavours out in a humorous tone and we’re very excited to have Tanya Reynolds front the campaign to bring the new flavours to life.”

Diet Coke underwent  a £10m revamp in February 2018 in a bid to push consumers towards its healthier options.

Speaking exclusively to Marketing Week at the time, Aedamar Howlett, then marketing director for Coca-Cola GB and Ireland, said: “One of the key things for us is to invest heavily into driving the growth of all our zero sugar and light drinks and across our portfolio.”

It included a package redesign and the introduction of Exotic Mango and Feisty Cherry flavours. Diet Coke launched Twisted Strawberry in April this year in time for summer.

The campaign comes at a busy time for Coca-Cola in the UK with a number of launches in recent months including water brand Aquarius and Coke’s first own-brand energy drink Coca-Cola Energy.

It is all part of the company’s commitment to becoming a ‘total beverage company’ with it pledging that 50% of its revenue growth in Great Britain will come from innovation by 2020.