Diet Coke

This newspaper ad has done a great job of differentiating Diet Coke from others in the same category.

Key findingsDiet Coke

  • Diet Coke have used a highly disruptive creative strategy that, according to RoleMap, has cut though and gained ground on measures such as Affinity and Re-appraisal
  • ActionMap shows that the ad has helped increase product purchase intentions
  • While the visual generated some polarising comments; however, it’s worth noting that our respondent sample is broad and not defined by gender or age (but is relative to ABS population breakdowns and all respondents are 16+)
  • From the perspective of driving differentiation and purchase intention above Newspaper Norms, this ad has been very effective.

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