Diet Coke Advert

Information of product/ client (what is the product

- who makes it - how large is the company etc.):
Diet Coke is a sugar-free,
low-calorie soft drink that
is produced and distributed
by the Coca Cola Company.
It launched on July 8, 1982,
and was first introduced in
the US on August 9. It is
the first new brand since
1886 to use the Coca Cola
trademark.

Link to Advert
https://youtu.be/3DvaCnP4MbM

Follow up - https://www.youtube.com/watch?v=xgimZUJp5FM

Unique Selling Point:

Sugar free and low calorie
Appeals to people who are watching their diet
Suitable for them to enjoy a sugar free drink whilst watching their
diet.

Budget:
In 2006, Coca Cola spent $2.6 billion on adverts.
This number has been rising consistently. In 2013
they have been reported to have spent $3.3 billion
on advertising globally.
Spot Plan
Advertising on a Saturday night, during the X-Factor
Finals.
During the Finals, the cost will be higher
Audience figures would be expected to be much
higher
Can charge a premium rate for any adverts wanting
to advertise between X-Factor.
Last year (2012) it is thought to have made 14
million from ads across the two day event.

Saturday Night
ITV
Region
Central
Anglia
London
West
Wales
Granada
Yorkshire
Tyne Tees
Border
STV Scotland TV
Grampian
National

Time: 20.00pm
X-Factor Final
Average Cost
1,815
925
3,608
1,145
509
1,280
898
439
107
737
251
200,000

Who is the target audience?

Generally for people aged between 18
to 35.
Mainly aimed at women
Like to think they're consuming
something that's good for them and
will help them lose weight
Men are not excluded from the
advertising

Who your client / buyer is:

Demographic would be aimed at mainly C1 and C2 (middle class). The

age range is between 15-25 and the gender is both.
Client: people who are health conscious and watching their weight
but still wanting to enjoy a soft drink.

ASA Issues:
Complaint themes: sex, depiction of
women and misleading.
Suggestive when the girl is drinking the
Diet Coke, will seem more provocative.
Type of depiction of women because
there is an attractive girl drinking the
Diet Coke
Misleading

May seem like it is aimed at the

attractive people, it is aimed at
everyone in the desired age range.

Discussion on why you have used the colours /

graphics / sounds / location:
Colours: Warm colours in this advert.
Background of Paris shows warm colours
Graphics: I have used the Diet Coke video logo at the end of the
advert.
Sound: Slow Jazz music to create a mood.
Mix in well with the background of Paris city lights and the slow
motion.
The music makes it more sensual.
Location: Studio with the green-screen.
Use the background of Paris, set the along with the music.

Illustrations of products / advert:

Colours: Warm colours

Location: Studio with the green-screen

Sound: Slow Jazz music

Graphics: The Diet Coke video Logo

Market analysis:

Segment: For all people seeking a soft drink for regular occasions

Target Group: Mainly the ages from 15-25 and middle class would
be most likely to buy diet coke when watching their weight.
SWOT Analysis:
Strengths:
Good branding and advertising
No sugar; good for health conscious people
Excellent distribution and availability
Weaknesses:
Aerated (fizzy/ bubbly) drinks are not popular
Opportunities:
Advertise more/ more brand recognition
Successful brand Coca Cola
Buy out competition
Threats:
Competition

Product analysis:
Diet Coke is a sugar-free, low-calorie soft
drink that is produced and distributed by
the Coca Cola Company. It launched on
July 8, 1982, and was first introduced in
the US on August 9. It is the first new
brand since 1886 to use the Coca Cola
trademark.
It is aimed at people who are health
conscious and watching their weight.

Why we should buy your advert:

Follow up to the Diet Coke's Sexy 'Gardener' Ad,
Use of a female instead and slow jazz music.
Using a seductive, attractive female excites areas in the brain that makes us
buy on impulse, avoiding the sections of the brain that control rational
thought.
More success than documentary type advert, telling you facts and figures
Adverts using logical persuasion such as simple and convincing facts, are
less effective
Adverts using non-rational influence, such as feel-good and stimulating
images.
More audience, more effective
Sexy Gardener A: https://www.youtube.com/watch?v=PwYCvTpYMCA