Diet Coke

An integrated radio led media idea drives brand measures and consumption

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Background

The objective for Diet Coke in 2008 was to continue driving brand perceptions amongst their core young, female audience, specifically in terms of the brand being ‘female’, ‘modern’ and ‘tastes great’ and encourage infrequent consumers to consider drinking Diet Coke more often, on more occasions across the day.

Why radio?

As a real time medium, radio allows Diet Coke to engage with women at times not normally associated with drinking the product, thus boosting consideration and consumption.

Radio was already an important media channel for Diet Coke due to the personal relationship listeners have with their favourite station. As a result they became an established brand partner to heat radio from its launch in 2007, sponsoring the flagship 2pm-5.30pm programme.

Implementation

Diet Coke continued their ‘Diet Coke Break’ association with the heat midafternoon show but expanded it to include online and magazine elements.

Radio continued to lead the activity but ‘teaser’ signposts within heat magazine were introduced to drive people towards the on-air content, featuring celebs such as Cheryl Cole talking about the X-Factor or, Will Young discussing his new album.

Within the show, listeners were encouraged to go online to share views, build playlists, and enter competitions; the greater interactivity levels leading to a deeper relationship between station, brand and listener.

Results

Research established that heat listeners were more aware of advertising for Diet Coke than nonlisteners. 65% of heat listeners said they had recently heard advertising for Diet Coke compared to 32% of non-listeners. heat listeners also demonstrated improved perceptions of the Diet Coke brand vs non-listeners and a higher frequency of consumption.

The brand statement ‘is a modern brand’ rose from 51% to 57% between non heat listeners and listeners, whilst ‘is a female brand’ increased from 43% to 55%. Finally, the statement ‘tastes great’ went from 50% to 55% between non-heat listeners and listeners.

RAB Comment

This partnership clearly shows the significant benefits of a long term association between two brands who have a clear strategic fit. Radio is proven to have a multiplier effect when used in conjunction with other media; in this instance amplifying the sponsorship, forging an even stronger relationship between heat consumers and Diet Coke and driving key brand measures.

"Supported by a strong media rationale, it was possible to demonstrate clear alignment of consumer objectives alongside an opportunity to build heat into a strategic brand partner whose flexibility on content has enabled the heat and Diet Coke partnership to support our brand activations throughout the year"

Joanna Allen, Senior Brand Manager, Diet Coke