With 'the hunk' back in their TV ad, Diet Coke asked us to develop a complementary campaign that would recreate the ‘Diet Coke break' in digital. We quickly realised that the traditional work break didn't exist any more - women tended to spend their time off at work browsing social media and internet ‘window’ shopping. So instead of spending money trying to get women to come to Diet Coke, we went where they were by partnering with ASOS.
The campaign was a huge success - delivering 50,000 competition entries, 200,000 engagements and over 70m impressions. Most importantly, it also drove a 11% increase in Diet Coke sales during the campaign - at a time when the TV ad was no longer airing.
The ASOS Treasure Hunk landing page
Diet Coke - Treasure Hunk
The idea - Treasure Hunk - brought Diet Coke-led fun to women’s work breaks with an engaging mechanic that involved tracking down the hidden hunks among the clothes on site. View the original promotion landing page here.