20th April 2007
Diet Coke relaunches ‘for girls’ with mobile and web campaign
Diet Coke has relaunched to an all-female audience with a text to win on-pack and online campaign.
The ‘create your own Diet-Coke break’ themed giveaway during April and May centred on promotional drink cans featuring unique codes, which prompted consumers to text each number to a shortcode to see if they had won a prize.
Sponge created and oversaw the mobile element of the campaign, which featured two prize levels: the chance to win a luxury holiday, or money-off vouchers from Diet Coke’s promotional partners; high street clothing chain Miss Selfridge, Opodo and hairdressing group Toni & Guy.
Consumers could also collect unique codes - each worth one point - and claim gifts, such as £5 off at Miss Selfridge or £10 off at Opodo. All prizes were claimed via the web site.
“We handled over 300,000 text entries to the competition,” said Douglas McDonald, Client Services Director at Sponge.
The integrated campaign to position Diet Coke squarely at a female audience featured TV and press adverts, which also displayed the entry shortcodes.
