What do you think of the current campaign from Diet Coke that seems to be growing and growing across multiple media channels. We talked about it quite a bit while we were tweeting live during The Oscars (on Twitter at #OscarExp) -- Diet Coke was a major sponsor and aired several spots throughout the night.
For me, the jury is still out but it is growing on me. I just don't think that a diet soda can claim to help keep someone extraordinary. We are all trying to cut back, if anything. It just doesn't seem like a promise that is relevant and appropriate for the category.
But having said that, I do kind of get it. Diet Coke is what keeps us going. It's not about being on a diet anymore certainly. It's a little bolt of energy, cold and refreshing, right before we need to get something done. I'll admit that I still partake, even though I am cutting back.
So in concept, the notion kind of makes sense. The advertising shows little snapshots of people drinking a Diet Coke right before a big speech, or a class, or going into care for someone. Out of home advertising encourages us to "Stay Extraordinary." Banner ads are all over the internet at all hours of the day and night.
But I want to hear what you think. One of the comments on #OscarExp was, "What else do you expect them to do?" Fair point.
You can watch one of the executions here. Beautifully produced with great music. Really sucks you in. But is it believable?
What's your experience? Jim.