Too sweet for sugar free soda?

Adland: 

Consumers find Diet Coke ads flat

"Diet Coke ads show cavorting Diet Coke drinkers who "canoodle" and "nuzzle" their way around a room as they sip Diet Coke. The message:'Do what feels good.' The campaign behind the low-calorie bubbly brand had little fizz, however, for consumers surveyed by Ad Track, USA TODAY's weekly exclusive consumer poll. Only 8% like the "canoodle" Diet Coke ads "a lot," vs. a 22% average score for all ads surveyed by Ad Track this year. And 19% disliked the work, vs. a 13% average. Castell says the results may reflect that the campaign aimed predominantly at current Diet Coke fans. They represent about 80% of the brand's business. The approach is evident in the ads, which show a mix of fit-looking men and women, many of whom are north, not south, of age 30."

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (3)

  • tlevitz's picture
    tlevitz

    does anyone else find themselves confusing the Diet Coke spots with run of the mill beer work?

    Jul 27, 2003
  • tlevitz's picture
    tlevitz

    which is actually kind of interesting for a cola, come to think about it...

    Jul 27, 2003

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