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By Jennifer Comiteau and Karen Benezra
NEW YORK–Coca-Cola USA and Lowe & Partners/SMS are readying a new campaign for Diet Coke that is expected to break May 26. The new ads are intended to move the brand away from its ‘Just for the Taste of It’ positioning toward one that is based on the premise that the product helps ‘you look and feel your best,’ sources said.
Three new spots also abandon the jingle introduced by Coca-Cola in its last campaign that broke in January 1996.
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