The new ‘Regret Nothing’ campaign aims to reflect a fundamental insight into women’s lives today; that the fear of embracing your impulsive side can lead to self-restraint and regret. A step change from the legendary ‘Hunk’ (Diet Coke ‘Break’) campaign, the iconic brand wants to inspire women to be more impulsive, to create positive experiences every day.
This powerful insight will be the central theme to the ‘Regret Nothing’ integrated marketing campaign, which includes a new TVC and print executions as well as social and PR activity.
Kick-starting with a fresh TVC, the spot dramatises one female character’s moment of indecision, where she then gains confidence, acts on impulse and follows her heart, creating a positively charged story. The print campaign features light-hearted spontaneous stories around the themes of friendship, fashion and relationships to motivate drinkers to seek untold adventures.
“For over three decades Diet Coke has continued to reflect the evolving role of women in society through its advertising, and has always celebrated and championed the positive impact and roles women play” says Bobby Brittain, Marketing Strategy and Activation Director, Coca-Cola Great Britain. “We hope that this new campaign will have the same impact that previous and much loved Diet Coke ‘Break’ commercials have had on women and will motivate our fans to embrace their impulses and ‘Regret Nothing’.”
The ad, directed by Martin Krejci and created by advertising agency BETC London, will air from Friday 23rd January 2015.
Andrew Stirk, BETC London CEO, also comments: "Impulsive women always die first in horror movies and they’re never allowed happy endings. Culture and society teaches that for women, restraint is the recipe for a happy life. But self-restraint leads to regret. The real risk in life is not embracing your impulses. Impulsive women are magnetic; they have adventures, they are happy… they feel alive. Diet Coke is here to inspire women to embrace their more impulsive side.”
‘Regret Nothing’ TVC Synopsis:
Directed by Martin Krejci and created by advertising agency, BETC London, the new Diet Coke TVC aims to inspire women to embrace their impulsive side and ‘Regret Nothing’. It follows a woman from a moment of indecision to quickly regaining her inner confidence and heading off on a spontaneous journey to follow her heart. The woman’s inner confidence is personified by replica versions of herself, they are on the journey with her, at times helping her to achieve her goal. She makes her way through the airport, on to a plane, in to a taxi and finally ends up outside an apartment door. She knocks…he opens…she says “You forgot something”.
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‘Diet Coke’ is a registered trademark of The Coca-Cola Company
About Coca‑Cola Great Britain
Coca‑Cola Great Britain is responsible for marketing 23 brands and over 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including Coca‑Cola (recognised as one of the world’s most valuable brands).
Other Coca‑Cola Great Britain brands include Diet Coke, Coca‑Cola Zero, Fanta, Sprite, Dr Pepper, Oasis, Glacéau vitaminwater, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca‑Cola Great Britain portfolio is worth £1,914 million in 2013 with value sales growth of 3.4%. Within this, My Coke (Coca‑Cola, Diet Coke and Coca‑Cola Zero) is worth £1,192 million (all Nielsen, w/e 28/12/13).
In 2013, Coca‑Cola announced four global business commitments to inspire happier, healthier communities. These commitments are to: make low and no calorie options available in every country; market responsibly, including no advertising to children under the age of 12; provide transparent nutritional information, including calorie content, on the front of our packs; and help get people by moving by supporting physical activity programmes in every country.
Coca‑Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment. The Company has launched its PlantBottle™ plastic made from up to 22.5% plant-based materials.
For more information about Coca‑Cola in Great Britain, please visit our website at http://www.coca-cola.co.uk.
About Diet Coke
- Diet Coke is the world’s #1 diet soft drink
- It has a global value of over $11 billion
- It is sold in 167 markets
- A total of 2.7 billion people in Europe have consumed Diet Coke since its launch in 1983
- Over 7 billion people have enjoyed 336 billion litres of Diet Coke globally over the past three decades
About BETC London
BETC London is a premium creative agency in the business of attraction. Building brand value for their clients, attracting people to their brands. Since opening its doors in June 2011, BETC London is one of London’s leading young creative agencies, attracting both international brands such as Bacardi, Ibis and Diet Coke and local classic British brands such as Cow & Gate. BETC London is the first agency in a global micro-network established by the renowned French agency BETC. BETC Paris, founded in 1994, is the leading, largest and most awarded agency in France and the second most awarded agency in the world. Visit http://www.betc.co.uk