‘Amazing brand power’: Coca-Cola on differentiating Diet Coke within its portfolio
Diet Coke is “complementary” to Coca-Cola Zero, says the business’s UK marketing lead, as the brand launches a new campaign designed to broaden Diet Coke’s appeal.
Coke enlists Fifty Shades actor Jamie Dornan for ‘cheeky’ Diet Coke break ad
Niamh CarrollThe Fifty Shades of Grey actor will star in an ad revealing his passion for cold water swimming next month, as the brand continues to encourage consumers to enjoy a break with Diet Coke.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.
Coca-Cola on the strategy behind its first portfolio ad
Niamh CarrollNew Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.