Diet Coke Gets Bubbly In New Ads

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. Coke spent $10 million advertising Diet Coke last year; spend is expected to rise in 2004.

Eiserman, Kohl Rise at Brand Buzz

NEW YORK Young & Rubicam Brands last week installed new leadership at its multidisciplinary BrandBuzz unit. Replacing CEO John Partilla, who left to become president of Time Warner’s Global Marketing Solutions division in New York, is Y&R Brands’ svp of marketing, Rick Eiserman, 31. Chief marketing officer and BrandBuzz integrated media director Jennifer Kohl, 36, was promoted to chief operating officer, a new post.

TBWA\C\D’s Wines Joins Deutsch/LA

LOS ANGELES Caleb Wines has joined IPG’s Deutsch/LA as svp, group media director on the account, confirmed Colleen Kelly, partner and director of media planning. Wines, who will reports to Kelly, joins from Omnicom’s TBWA\Chiat\ Day in Playa de Rey, Calif.