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A Diet Coke campaign that breaks today out of IPG’s Foote Cone & Belding introduces an “effervescence” theme. Animated bubbles appear in the TV, print, outdoor and online work. The tagline “It’s a Diet Coke thing” replaces “Do what feels good.” Van Helsing star Kate Beckinsale appears in a 30-second TV spot, directed by Michel Gondry, in which she strolls along a pool deck with bubbles flowing from the Diet Coke she’s drinking. A spot featuring Adrien Brody will break later this month.
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