Diet Pepsi celebrates Valentine’s Day with a new U.S. ad, titled “Come On,” created by TBWA/Chiat/Day and starring Sofia Vergara. In the spot the actress is sitting in a café and seems to be flirting with a handsome guy at the next table—as it turns out, she is snapping her eyes not at him, but at a can of Diet Coke, which is behind the guy. The humorous ad, which was launched ahead of the holiday, is a new spot in the series of ads within the “Love Every Sip” campaign, announced in late 2012.
“Love is in the air and in every sip as Sofia Vergara looks longingly towards the thing she wants more than anything else- her can of Diet Pepsi. Men can’t help but fall under her spell as she gets all googly-eyed, falling in love with Diet Pepsi all over again,” says the description to the ad. In late January, the brand launched the “Toast” spot, in which Sofia (with Diet Pepsi in mind) congratulates a just married couple at their wedding.
The name of the campaign perfectly syncs with the Valentine’s Day theme. The brand’s rival Diet Coke has added even more style and passion to its new promotions in Europe, without focusing on V Day, but with an indirect connection to it—a Diet Coke logo, updated by fashion designer Marc Jacobs, features a nice red heart.