YORK - Diet Coke is getting its fizz back. The TV spots feature women who have or discover an abundance of self-confidence. Lowe created the last Diet Coke campaign measured by Ad Track in late 1997.
Experts say increased ad spending in the diet cola category is pushing up sales.
Last year, the diet cola category grew faster than the soft-drink category, Prince says. Pepsi aired only two commercials for that brand last year but put a lot of ad support behind the launch of its one-calorie Pepsi One. Experts say Pepsi is targeting male drinkers with both brands. Diet Coke's two new commercials court women. Bjorhus says future commercials will feature men more prominently.