New campaign: Diet Coke

Marketing, Wednesday, 21 December 2005, 12:00am,

Coca-Cola is launching the latest stage of its Diet Coke tortoise campaign on Boxing Day with an execution based on the 'Diet Coke Love Life' creative featuring its Tort character.

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