Diet coke and duffy-pan European coke campaign 2009

The Duffy diet coke advert was a diverse advert and controversial advert that lost Duffy credibility however. The saying no media is bad media is true in this instance and it made lots more people watch the advert. In my opinion I think that the advert is clever and with the Brit awards coming up it is a smart tie in. the ad has a slogan of ‘HELLO YOU’ which is very direct and can pull in an audience. It suggests that by buying the product you can find the ‘real’ you and be happier with yourself.  It is in the coca cola colours and thin text which keeps a constant theme. Diet coke has used Duffy who was a very popular singer at the time and branded their product with her. This use of celebrity endorsement is helpful to attract a wider audience. The advert is showing diet coke is a drink that helps you lose weight and makes you want to be more active. I think the reason Duffy lost credibility was possibly for promoting something that actually doesn’t help you lose weight and possibly because the advert shows her running out on the brit awards on a bike singing I’ve got to be me. This could be taken as slightly controversial to fans and there were debates on the internet about whether that ultimately ran down her career.  The target audience is the working women, who needs time to be herself between work.