FCB: ‘It’s a Diet Coke Thing’

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. Radio is also part of the media mix.

Coke spent $10 million advertising Diet Coke last year, but the budget is expected to increase in 2004.

In one spot, Beckinsale strolls along a pool deck attracting the gaze of onlookers because of the bubbles flowing from the Diet Coke she is drinking. The bubbles engulf her and the others, making them tingle so much that they dive into the pool.

Oscar-winning actor Adrien Brody will appear in a TV spot breaking later in the month. He jauntily walks through a New York neighborhood enjoying a bubbly Diet Coke.

“Kate and Adrien were selected for their ability to personify those attributes,” said Coke chief creative officer Esther Lee in a statement. She was referring to the concepts of “tingling” and “bouncing” as portrayed in the spots.

Michel Gondry, who directed Eternal Sunshine of the Spotless Mind, directed the TV spots.

FCB’s New York office created the campaign.

The brand also has a promotional tie-in with the new Jennifer Garner film, 13 Going on 30, and offers as its grand prize a trip to Hollywood to meet one of the movie’s stars. Other offers include tickets to the film and rebate offers on select DVDs.