Coca-Cola has compiled a three-year strategy for Diet Coke which aims to associate the brand with fashion.
The brand is also going to use TV advertising, merchandising and packaging to promote Diet Coke’s new “a lighter approach to fashion” motto.
Coke has attempted multiple strategies for Diet Coke in the last five years to appeal to females, with the return of the Diet Coke hunk in 2007 as well as enlisting Duffy to head a 2009 TV ad campaign.
Recently, Coke has actively pursued fashion tie-ups like Diet Coke’s sponsorship of London Fashion Week and a promotion deal with Asos.com.
Coke wants Diet Coke to be viewed as a fashion brand for “demanding fashionistas”.
Karl Lagerfeld, the legendary designer has produced three limited edition Diet Coke bottles as well as a high-couture handbag, scarf and top. These fashion accessories are going to be available to win on a related fashion-led digital game which is going to be launched in June.