LOS ANGELES: Rogers & Cowan (R&C) has started promoting the launch of Diet Coke with Lime after recently winning the Diet Coke account in a competitive review.
R&C won the account in December, and will handle consumer and entertainment support for Diet Coke's complete product portfolio, which includes Diet Coke, Diet Cherry Coke, Diet Coke with Lemon, and Diet Vanilla Coke, said David Nobs, the R&C LA GM.
The firm is charged with increasing consumption across the brand, as well as raising awareness of the new lime product. This includes media relations, event management, entertainment tie-ins, and promotions.
The initial task involved product launch activities in New York City, Miami, and Park City, UT, during the recent Sundance Film Festival. The launch included a comprehensive media outreach and broadcast placement effort, entertainment tie-ins, and events in all three cities - including street teams.