Six 20- and 10-second executions will feature Tort in a range of settings, including a gym, a New Year's Eve party, picnic, cafe and apartment. He will be joined by a tortoise named Les, who is encouraged to adopt Tort's up-for-anything attitude to life. The activity will incorporate outdoor, print and TV ads as well as sampling, in-store and PR activity. It will run until May, building on the success of the Tort concept launched a year ago as part of Diet Coke's attempt to widen its appeal beyond its core female audience.
Creative agency: Vallance Carruthers Coleman Priest
Media agency: Vizeum.
This article was first published on Marketing