CASE STUDY DESCRIPTION:
When my FCB client Coca-Cola approached us looking for fresh ideas to promote Diet Coke, we looked around for prospective properties…
- We suggested they leverage a new NBC sitcom, “Friends,” that was racking up pretty good numbers with their target audience.
- Then I came up with a Reggie-winning national watch-and-win promotion, “Who’s Gonna Drink the Diet Coke?” that featured the entire cast. This was back in the days when a marketer could still actually afford the entire cast of “Friends.”
- The concept and strategy translated into executions like extensive POS, this gift card and…oh, yeah, that Super Bowl commercial somebody else got to execute.