A new Diet Coke marketing campaign, which launches with a 60-second commercial centerpiece called «Stay,» celebrates the daily achievements of the next generation of young adult Diet Coke drinkers and shows how the brand helps them get the most out of life.
The «Stay Extraordinary» campaign began last month with the launch of the 2010 Diet Coke Heart Truth program, which reminded people that staying healthy is a key dimension of staying extraordinary. The program featured special packaging, television and print advertising and digital and retail activation. The Diet Coke Heart Truth television ads, which aired throughout the recent broadcast of the Olympic Winter Games, were just ranked among in Nielsen’s top 10 Olympic advertisements based on ad recall and likeability.
In addition to «Stay,» which debuted this Sunday, March 7, during the ABC telecast of The Academy Awards, «Stay Extraordinary» includes two new 30-second commercials that will air during upcoming episodes of American idol. The campaign also features new out-of-home advertising that will run across the Coca-Cola Digital Network, as well as activation on DietCoke.com, the Diet Coke fan page on Facebook and on My Coke Rewards. New point-of-sale will also be in place in retail outlets across the country.