Diet Coke Goes to the Movies on TNT

NEW YORK Cable TV station TNT and the Coca-Cola Company are teaming up for a movie festival promotion on the channel featuring Diet Coke, the company said.

TNT developed the “Diet Coke Movie Fest,” which will span eight weekends on the channel from April through September. Custom-tailored Diet Coke spots will appear before and after each film.

“Diet Coke’s television investment with TNT is a direct reflection of the network’s ability to deliver a desirable core of young adults 18-49 as a weekend movie destination, which will give diet Coke a national platform to drive brand messaging to its key target,” said TNT general manager Steve Koonin in a statement.

Among the movies TNT will screen during the promotion are The Thomas Crown Affair, Grease, Rocky, Field of Dreams, Major League, Top Gun, Lethal Weapon 2 and The American President.

Foote, Cone & Belding in New York is Diet Coke’s lead creative advertising agency. The shop is expected to launch a new campaign for the brand in April.

Like Coke, Turner Broadcasting System’s TNT is based in Atlanta.