DIET COKE HUNK

BRIEF

Ahead of a new 'Hunk' advert - their most famous asset - being released to celebrate their 30th birthday message, Diet Coke asked us to create a campaign to build hype and drive sales.

They wanted us to rebuild relationships with core drinkers to become an essential daily ritual in their lives.So, we created a nationwide tour, targeting ladies and giving them an experience with their very own hunk.

Tribe went on the hunt for hunky men nationwide, holding 3 casting days and carefully selecting the right candidates to fit the bill.

EXPERIENCE

We ran an interactive photo experience at London Fashion Weekend using the Hunk advert as inspiration.

DKO made women’s shopping trips extra special by giving them a keepsake photo magnet with a sizzling hunk and perfectly served DKO on entrance.

Consumers were able to enter the Diet Coke “lift” to have their photo taken with the Diet Coke Hunk, receive a branded framed photo and upload their photo to Facebook or Twitter.

Sampling of 15cl Diet Coke cans also took place during the show.

REACTION

Nearly 3,000 photos were taken over the 4-day period and over 15,000 Diet Coke samples were distributed.

There were over 1,843 Facebook uploads to personal profiles with a potential reach of 239,590

(based on an average of 130 friends).

The Diet Coke Facebook page received over 570 new ‘likes’ via the mechanic, while the Diet Coke Facebook page gathered over 16,500 new ‘likes’

The #dietcokehunk hashtag was used nearly 1300 times with 238,422 impressions and a

potential reach of 137,286 people.