Coca-Cola has introduced a new advertising campaign to promote its Diet Coke range, retweeting messages of support from fans and displaying them in a range of surprising locations, including on custom jewellery, in magazines and on a giant billboard in New York City.
Aimed at celebrating and surprising fans who show their love for Diet Coke on Twitter, the 'Retweets of Love' campaign started this week in Times Square, where professional artists transformed three fan tweets into eye-catching artwork to be displayed as digital billboard advertising.
![Diet Coke Advertising OOH]( "Diet Coke Retweets Fan on Digital Billboard")
![Diet Coke advertising OOH]( "Diet Coke retweets of Love campaign")
![Diet Coke OOH advertising]( "Diet Coke OOH Advertising in New York City")
Danielle Henry, the group director of integrated marketing content at Coca-Cola North America, said:
"We've been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in a way that's as big as our appreciation. A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke. We can't wait for our Diet Coke enthusiasts to see their tweets reimagined into displays of affection that are as unique as they are."
The campaign will continue until October, with designers and illustrators working with the brand to reimagine dozens of tweets. Diet Coke will be sharing photos and videos of the artwork developed throughout the campaign on its Twitter page. The campaign is the latest effort from Coca-Cola as it attempts to promote Diet Coke, which has suffered in terms of sales figures in recent years.
Aimed at celebrating and surprising fans who show their love for Diet Coke on Twitter, the 'Retweets of Love' campaign started this week in Times Square, where professional artists transformed three fan tweets into eye-catching artwork to be displayed as digital billboard advertising.
"Bring me a Diet Coke with my name on it and I'll basically marry you."
"All you need is love and Diet Coke."
"You know it's meant to be when you love someone more than Diet Coke!"
Danielle Henry, the group director of integrated marketing content at Coca-Cola North America, said:
"We've been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in a way that's as big as our appreciation. A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke. We can't wait for our Diet Coke enthusiasts to see their tweets reimagined into displays of affection that are as unique as they are."
The campaign will continue until October, with designers and illustrators working with the brand to reimagine dozens of tweets. Diet Coke will be sharing photos and videos of the artwork developed throughout the campaign on its Twitter page. The campaign is the latest effort from Coca-Cola as it attempts to promote Diet Coke, which has suffered in terms of sales figures in recent years.