Diet Coke recently launched a campaign to target the 20-29 year old female market. They hired Lexis and launched a limited collection created by fashion designer Jean Paul Gaultier. The campaign turned Diet Coke bottles into a must-have fashion accessory, drawing attention from their target market and gaining them new publicity for the brand.
I think that this campagne will encourage girls to buy diet coke as they will see the bottles as a fashion accessory. I also think that the campagne has raised the profile of diet coke and made it popular again. The colaboration was widley spoken about and also had a social media presence.
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