Coke Preps Ad Push for Diet Lime Flavor

NEW YORK Coca-Cola will launch Diet Coke with Lime nationally this month with a radio, point-of-sale and out-of-home effort via Grey in Atlanta, sources said.

The radio work will use the Harry Nilsson song “Coconut,” but it will not necessarily be performed by Nilsson for this effort, sources said. The song was also used in the 1992 Quentin Tarantino film Reservoir Dogs.

Spending could not be determined, but the Atlanta company spent $2 million in media to launch Diet Coke with Lemon in 2001, and $5 million in 2002 on the product, according to TNS Media Intelligence/CMR.