The objective for Diet Coke in 2008 was to continue driving brand perceptions amongst their core young, female audience, specifically in terms of the brand being 'female', 'modern' and 'tastes great' and encourage infrequent consumers to consider drinking Diet Coke more often, on more occasions across the day. Radio was already an important media channel for Diet Coke due to the personal relationship listeners have with their favourite station. As a result they became an established brand partner to heat radio from its launch in 2007, sponsoring the flagship 2pm-5.30 show. Find out more...

Drive perception/consideration of Diet Coke.