Love it light!

To promote the Diet Coke, Coca Cola creates a new campaign that encourages consumers to ‘Love It Light’ and celebrate the lighter side of life fun.

This TV commercial shows marionette girls who all embody the ‘Love It Light’ ethos.

In the TV ad we can see the girls who are working hard at their job. Suddenly their boss drops a mountain of work onto one girl’s desk.

At the girl sighs, her friends rally round and instantly know it’s a moment to enjoy a diet Coke to relax. A coin flies into the vending machine which lights up like a jukebox and the opening strands of the iconic track ‘Maniac’ start up.
The puppet goes on her desk to dance and quickly, her friends joined her. Her final kick touches the vending machine and a diet Coke can emerges.

In this advertising, Coca Cola uses music to catch the attention, to create an emotion and to help to remember the ad. The company uses an emotional appeal in this campaign to optimalize the acceptance and the judgment of the product, the Diet Coke.

Coca Cola wants to make this TV commercial attractive and fun. With this strategy, consumers can remember easily the brand and the product.

Pauline HAOND