Diet coke is a brand of the Coca-Cola Company and, to promote its product, the company has used an uncommon way of advertising. It’s a promotion in which there is an evolution on the ads showed.
In the first ads the product is not showed clearly in order to make customers more interested and attentives in the ad while they are looking at a magazine. During several weeks, those ads would be published in magazines, on billboards… The aim is to develop the customer’s loyalty.
Finally, an advertising would end the campaign by showing clearly the whole product.
First part:
In that ad, we see an undefined form with a black background. The goal of that voluntary lack of clearness is to make people see in their mind’s eye a different representation of the real purpose. That’s why at a first sight, we can imagine the curve of a woman (the back and the bottom of a sweaty person), a slim figure person. In fact, the shape is a fresh bottle of Diet Coke.
Furthermore, the slogan is also made with a double meaning: “all curves, no calories”. That signifies the product has a good taste but without any calories, and in parallel the slogan describes also the imagined woman since she has a slim figure because of no calories… In that slogan, the technique used is not only a play on words but also a parallel structure.
The only clear appearance of the product is the logotype which is placed near to the slogan in a corner.
Second part:
The company started its activity by selling the worldwide known soft drink Coca-Cola but as its usual product are made with a lot of sugar, the brand Diet Coke has been launched in order to propose a “less calories product”. The aim of that launch is to reply a demand on low fat products by the people who is suffering from overweight. That product appeared in the 60’s in the US because of the growing of obesity in America. Nowadays, Diet Coke is also well known in Great Britain because that country is concerned as well by obesity. However, in France, it is not so common and the brand Coca-Cola is more purchased, perhaps it’s due to the lower rate of overweight people.
