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Diet Coke is tapping into social media for this year’s Love it Light ad campaign, with the launch of a Facebook app centred on fashion and beauty.
The Get Glam app, which will be hosted at dietcokegetglam.co.uk, is designed to be the “perfect accompaniment for getting ready with the girls” and includes fashion and beauty tips, as well as a video chat tool.
The integrated campaign, which will run across media including TV, VOD and cinema, is part of a three-year strategy linking all of the brand’s marketing activity to fashion. This year’s activity focuses on Love it Light characters Eleanor, Bernadette and Irene, who have been individually styled to reflect their personalities.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said, “The Love it Light campaign returns for the fourth time in 2012 featuring the distinctive Diet Coke puppets (pictured). The campaign demonstrates the brand’s light-hearted attitude and appeals to young, fun-loving women.”
Last year, the drinks brand launched its first ever digital fashion channel (nma.co.uk 31 May 2011) when it teamed up with Yahoo. The channel hosted fashion features, news, reviews and videos.
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