Coca-Cola gives Diet Coke a makeover in the UK

Coca-Cola is launching a Diet Coke rebrand in the UK in a push to get consumers to try its healthier options.

Aedamar Howlett, marketing director for Coca-Cola GB and Ireland, told Marketing Week: “One of the key things for us is to invest heavily into driving the growth of all our zero sugar and light drinks across our portfolio.”

The £10m rebrand includes new packaging and an advert designed specifically for the UK. Coke is only launching two of its four new flavours – Exotic Mango and Feisty Cherry – in the UK, but is intending to release others down the line.

The 30-second TV ad will be rolled out this month and is supported by other activity including bus advertising and digital marketing.

Marc Pritchard calls for end to ‘archaic Mad Men model’

Procter & Gamble’s chief brand officer Marc Pritchard used his speech at this year’s Association of National Advertisers’ conference in Florida, to call for a simplification of the agency model and to remove unnecessary layers of complexity.

He noted marketers have been “steadily outsourcing work to agencies” but that this needs to stop and instead “we need fewer managers and more brand entrepreneurs” while calling for an end to the “archaic Mad Men model.”

P&G’s chief brand officer is also keen to reunite creative and media to drive growth and efficiency. While the two were separated to create “greater scale in TV and print buying”, he believes splitting them out has just led to extra complexity and cost. “Through data and analytics, we can now bring media and creative back together for more growth with greater efficiency,” he said.

Pritchard’s speech comes after P&G revealed plans to slash the number of agencies it works with from 6,000 to 1,250. Although, he said agency relationships are still important and he is eager to work with brilliant creatives while investing in talent.

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