June 4, 2010, 9:12 am

The Diet Coke brand is using social networking site Facebook to enforce its ‘Love It Light’ marketing campaign.

Diet Coke has created a pan-European content hub on Facebook, in a bid to “give women a daily moment of uplift.”

Tapping into the daily social networking habit of the brand’s core audience – 17-29 year old women- Diet Coke is using Facebook to bring to life its marketing campaign. The pan-European hub has been created to sit on the global Diet Coke Facebook profile.

Developed by FullSIX, the ‘Love It Light’ hub will tap into women’s passion points and rituals with news, gossip, fashion,and music related content. The page will also give fans of the brand’s television commercial a chance to get up close and personal with the three marionette puppets who star in the campaign.

To bring to life the characters of Eleanor, Bernadette and Irene and their hobbies for fashion, music and gossip, FullSIX has created a series of webisodes. Each short film, featuring the iconic 80s anthem Maniac, gives the characters individual theme tunes such as “A girl should always be two things. Fabulous and fabulous” and “Gossiping is thirsty work”.

Housed on YouTube as well as the Facebook hub, the characters are captured in twenty four different scenarios. Viewers will be able to interact directly with the girls by leaving video messages for them, share with friends across Facebook, Twitter and YouTube via a social media sharing toolbar and listen to the soundtracks via a link to iTunes.

A partnership with online portal Netvibes, delivers up-to-the-minute music and fashion tips and relationship advice whilst the Diet Coke status tells of up-and-coming news for the brand.

Additional rewards including ringtones, wallpaper and competitions will appear throughout the year and also link through to the Coca-Cola loyalty site Coke Zone.

A Coca-Cola Great Britain spokesperson explains:

“Facebook allows us to engage in a two way conversation with our target audience and is a fantastic medium for engaging both new and existing diet Coke fans with the ‘Love It Light’ campaign. We’re delighted to be using the fresh and exciting content to give our consumers a daily lift.”

The site can also be viewed via mobile, tapping into the audience’s on-the-go media and social media consumption habits.

Diet Coke will promote the profile via an online campaign across targeted sites including tailored ads on Facebook. Social media agency, Mediatronica, will be seeding the content across Europe using an influencer model alongside Twitter sponsorships and toolbar buys.

To access the page click here.


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