The tongue-in-cheek advertising, which breaks early next month, shows the glamorous celebrity making every effort to win by stocking up using a forklift truck.
Five lucky winners and their guests will be flown to Los Angeles for a week’s stay in a luxury hotel. Besides the red carpet treatment at the film première itself, they will also get the full star experience, complete with limo-driven shopping trip to find the perfect outfit, a full makeover, a helicopter sight-seeing trip, a VIP tour of Universal Studios and tickets to the exclusive after-show party. One thousand Camcorders are also up for grabs as runner-up prizes.
Consumers find out whether they’ve won by checking the caps or ring-pulls of the specially marked packs of Diet Coke and its Vanilla, with Lemon and Caffeine-free variants, which go on shelf next week until the end of next month.
Norman Brodie, Coca-Cola Enterprise’s marketing director, said the Hollywood promotion was a perfect fit with the brand as movies were “aspirational, stylish and unisex”.
He said the activity built upon Diet Coke’s previous film-themed marketing activity which included the sponsorship of premières in London’s West End and a movie weekend offer as well as the Silver Screen promotion which featured on limited edition silver bottles and cans of the brand earlier this year.