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NEW YORK Interpublic Group’s Foote Cone & Belding has crafted a new campaign for Diet Coke that breaks on May 10 with a 30-second spot featuring Van Helsing actress Kate Beckinsale, the client said. The new work is tagged, “It’s a Diet Coke thing.” The previous tag was “Do what feels good.”
The theme of the work, which will also introduce new packaging for the brand, is “effervescence,” as illustrated by animated bubbles that appear in the TV, print, outdoor and online efforts.
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