Diet Coke is rolling out a marketing campaign in the UK and across Europe that includes new can designs, a Facebook app and make-up videos, as the brand partners with American company Benefit Cosmetics. This collaboration offers a new way to target their female audience, through fashion and beauty.
Diet Coke is releasing three different cans featuring floral, zebra and houndstooth prints on female face profiles. On each of the new packs there is a £5 off voucher for shoppers to use when they spend £20 or more online at Benefit Cosmetics.
A “Get Glam” Facebook app includes fashion and beauty tips, and a video chat tool, and make-up videos featuring three women with different styles have also been released. The videos show the rock chick, fashionista and romantic enjoying a Diet Coke while they are shown how to achieve their desired look using products from Benefit Cosmetics. Take a look at the rock chick video below: