1982 was the year that Diet Coke was launched with a triumphant gala reception at the Radio City Music Hall in New York; England’s future King was born; and the Eurovision Song Contest was held in, er, Yorkshire.
Thirty years on and Diet Coke is ageing considerably better than Wills with an anniversary campaign that is already in full swing. 2013 has seen Marc Jacobs take the helm as Creative Director; ads featuring the first Diet Coke ‘hunk‘ in seven years and now a charity tie up: #ShowYourHeart.
#ShowYourHeart is an awareness campaign with a simple social media mechanic that is aimed squarely at Diet Coke’s female drinkers. It encourages women to ‘Post a heart photo on Twitter or Instagram with the hashtag #ShowYourHeart to show support and trigger a donation from Diet Coke® to heart health programs.’
The campaign’s strength lies in it’s simplicity and sharability. Instagram and twitter are social media channels of the moment and Diet Coke is a brand that women are proud to be associated with. Synonymous with celebrity culture and thanks to the involvement of Jacobs, Karl Lagerfeld, Patricia Field it is a bona fide fash-pack accessory. In addition, the campaign is incentivised; all entrants are in with a chance of winning one of five tickets to the annual, star studded Heart Trust ‘Red Dress Collection℠Fashion Show’.
All in all, a great CSR campaign which puts the consumer at the heart and stays true to the brand’s ‘bang on trend’ credentials.