Diet Coke commands an extremely loyal consumer base in Ireland, especially among women in their late 20s – mid 30s. These consumers tend to be time poor, juggling career, family and personal commitments. Diet Coke wanted to appeal to these loyal consumers through a campaign that spoke directly to their life experiences.
Diet Coke decided to create a celebration of bringing friends together. Get the Gang Back Together allowed friends to take a break from their hectic lives and catch up on their passion points – friendships, the people they love and the things they like to do.
The campaign provided a platform for friends to have a fun, real and down to earth conversation about life and friendship. We opened the Diet Coke Penthouse and created the ultimate night with friends, a party hosted by Diet Coke lover Maia Dunphy. We invited groups of friends to enjoy the penthouse which had everything a good party needs (manicures, music, food, drink, make-up artists).
Designer Sonya Lennon hosted a lively panel discussion on the Diet Coke Couch discussing the importance of friendship. Jewellery designer Louise Stokes and TV presenter Yvonne Connolly joined the discussion, alongside Maia. All four panellists offered tips and life hacks from their own experiences.
Diet Coke also gave away €50,000 worth of hotel vouchers so friends could enjoy a well-deserved weekend away, with additional prizes of the ultimate weekend in a Diet Coke Penthouse in Rome, Paris, or London.
The conversation truly resonated with Diet Coke drinkers and media alike.
The #DietCokePenthouse conversation trended on the night of the Penthouse opening and there was strong media coverage across print, broadcast and online.
The campaign achieved an earned media reach of 6.1M, outperforming the impact of the previous year’s campaign.
The event also provided a platform for Coca-Cola to engage internally, with the penthouse opened for colleagues to spend time together.
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