Diet Coke launched it’s newest campaign “Stay Extraordinary,” last night during the Oscars. The new campaign, focuses it’s message on “celebrat(ing) the achievements of the next generation of Diet Coke drinkers.” The “next generation” group that Diet Coke is targeting are individuals aged 20-29. The new commercial spots feature six vignettes highlighting people (a nurse, fashion designer, movie director, and a celebrity) being extraordinary and demonstrates how Diet Coke allows them to stay that way.
The campaign is supported by special packaging, TV and print, as well as digital end retail.
Diet Coke hopes that their new focus wins back some of the market share from their Coke Zero competitor. Though they are both part of the Coca-Cola family, Diet Coke was down 2.9% in volume last year, primarily because of the introduction of Coke Zero.