Diet Coke Leads The Rebellion With Company Magazine

15 Apr 2009

Coca‑Cola Great Britain (CCGB) is set to unveil a pioneering partnership between 'diet Coke' and leading women's magazine Company.  Following on from the brand's recent European advertising campaign which centred around the 'Hello You' tagline, this nationwide initiative will invite the 'diet Coke' female to 'Join the Rebellion' and celebrate her right to say no to the pressures and expectations of modern day life. 

Premiering in the May issue of Company (on sale 18 April) and designed to appeal to a new generation of 'diet Coke' drinkers, the first impactful eight page 'mag within a mag' spans articles on beauty, fashion and celebrity which hint at rebellion.  Both brands have united to create content which empowers women and celebrates positive rebellion in day-to-day life - echoing Duffy's actions in the recent 'diet Coke' advert. 

To ensure campaign momentum, two additional issues are set to appear later this year in Company's July and October publications. The activity will also gain online support from GetLippy.com, Company's official website. Collateral will include monthly competitions which link to loyalty site 'Coke Zone' and images of rebellious fashion from the street - the 'Rebel Style Icons'. 

Cathryn Sleight, Marketing Director for CCGB, comments: "By enticing women to 'Join the Rebellion', 'diet Coke' and Company are engaging with the core consumer in her language and pushing her boundaries.  At a time when everyone lives such hectic lives, the most rebellious thing you can do is take time out for yourself and go about your life as you wish." 

Victoria White, Editor of Company magazine says: "We're delighted to be working with 'diet Coke' on this innovative and pioneering partnership and we're positive that the 574,000* ambitious, creative and independent young women who read Company, will be inspired and empowered to 'Join The Rebellion'."

 

- ENDS - 

For further information, please contact:

Jessica Silver, Lexis PR, 020 7908 6545 / jsilver@lexispr.com. Daniella Bertolone, Lexis PR, 020 7908 6572 / dbertolone@lexispr.com

Jane Wynyard, National Magazine Company, 020 7439 5211 / jane.wynyard@natmags.co.uk 

'Coca‑Cola' remains one of the most successful and innovative brands in the world today.  On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In 2008 'Coca‑Cola' trade mark had a fantastic year with retail sales growing by 3.6% to £514.5 million and this year in January 2009 the brand experienced the best January to date. The My Coke portfolio (which includes 'Coca‑Cola', 'diet Coke' and 'Coca‑Cola' Zero) in 2008 had a total revenue of £970m. The cola sector as a whole is a huge part of the £6bn soft drinks category and is worth £1.3bn in retail sales.  Meanwhile, 'Coco-Cola' Zero, which has been hailed as the biggest NPD launch in over 20 years, is now worth £56.2m. (Source: AC Nielsen). 

About Company Magazine: Company is a leading UK monthly women's magazine published by the National Magazine Company. It is the only women's monthly glossy dedicated to women in their Freedom Years. Company has a circulation of 240,334 and is edited by Victoria White. 

* NRS figures July - Dec 08

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