Advertising of Coca-Cola
Diet Coke
Diet Coca-Cola is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was introduced in the United States in July 1982, and was the first new brand since 1886 to use the Coca-Cola trademark.
Target audience
Diet Coke has always been aimed at young women in their 20’s, this reason probably being is that women tend to worry more about their weight than men do.
Advertising diet coke
The most famous Diet Coke TV advert which makes its target audience clear must be the one from 1996.
The advert shows a bunch of women buzzing around their office telling each other “its 11:30! It’s 11:30!” and then they all go to the window where they see a sexy builder lay down his tools… then the tune of “I don’t want to work all day… I don’t want to be no slave” sounds as the women watch the builder peel off his vest and drink a can of diet coke.
The marketing strategy behind this ad was to make Coca-Cola look sexy. And because it had no calories, it meant you could look sexy while drinking it, and feel sexy afterwards. However the advert wasn’t really aimed for a male audience, although the company wasn’t aiming at male audiences. Diet coke was shown for being one for the ladies, guys had regular coke.
Targeting men
After a while the Coca-Cola Company became concerned that Diet coke is only aimed at females and began to think of new strategies which could target members of the opposite sex who usually shun the soft drink because of its feminine image.
In the UK the sugar-free benefit of Diet Coke has historically been more relevant to women, so Diet Coke had become a female-biased brand. The marketing reflected this - especially the advertising. The brand has a heritage of 1980's iconic advertising with broader appeal, but more recent advertising had a clear female bias, and was failing to engage a wider audience.
However, with the increasing consumer trend towards balance in diet for men as well as women, the Diet
Diet Coca-Cola is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was introduced in the United States in July 1982, and was the first new brand since 1886 to use the Coca-Cola trademark.
Target audience
Diet Coke has always been aimed at young women in their 20’s, this reason probably being is that women tend to worry more about their weight than men do.
Advertising diet coke
The most famous Diet Coke TV advert which makes its target audience clear must be the one from 1996.
The advert shows a bunch of women buzzing around their office telling each other “its 11:30! It’s 11:30!” and then they all go to the window where they see a sexy builder lay down his tools… then the tune of “I don’t want to work all day… I don’t want to be no slave” sounds as the women watch the builder peel off his vest and drink a can of diet coke.
The marketing strategy behind this ad was to make Coca-Cola look sexy. And because it had no calories, it meant you could look sexy while drinking it, and feel sexy afterwards. However the advert wasn’t really aimed for a male audience, although the company wasn’t aiming at male audiences. Diet coke was shown for being one for the ladies, guys had regular coke.
Targeting men
After a while the Coca-Cola Company became concerned that Diet coke is only aimed at females and began to think of new strategies which could target members of the opposite sex who usually shun the soft drink because of its feminine image.
In the UK the sugar-free benefit of Diet Coke has historically been more relevant to women, so Diet Coke had become a female-biased brand. The marketing reflected this - especially the advertising. The brand has a heritage of 1980's iconic advertising with broader appeal, but more recent advertising had a clear female bias, and was failing to engage a wider audience.
However, with the increasing consumer trend towards balance in diet for men as well as women, the Diet