Howard Davidson Arlington, MA

Marketing Guy – Arlington, MA

Diet Coke: Be Sleek and Skinny Just Like Taylor Swift

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Diet Coke says: Be Sleek and Skinny Just Like Taylor Swift.  They are touting this with their skinny new “Sleek Can.”

Diret coke and taylor swift

“If you’re lucky enough to be different, don’t ever change.” That’s the message Taylor Swift has written all over Diet Coke’s slender “Sleek Can,” in a hilarious instance of mixed messages. If this can was being honest – and I prefer an honest soda can – it would say, “If you’re trying to lose weight but really can’t give up soda, might as well try this blend of calorie-free fake sugars created in a lab.”

Problem number one cropped up in my head immediately: Is Diet Coke aiming for the right market when they enlist Taylor Swift? I would think Taylor Swift would attract teenage girls, yet about half of all diet sodas are consumed by people over the age of 40.

Perhaps they’re aiming for young, body-conscious women who want to be as skinny as this can? Trying to expand their market reach through the magic of Taylor Swift? I guess crazier things have happened.

Swift isn’t the focus of the entire campaign, as Diet Coke is also rolling out new video spots. In one, a woman on an airplane cracks open a can, only for the boring flight to turn into a trendy party. This is just a blatant ripoff of the ad campaign Heineken has been running for the last year or so.

I’ve seen people drinking Heineken at parties before, so that makes perfect sense. For Diet Coke to essentially run Heineken’s ad campaign, replacing beer with diet soda, is more than a little bit forced. Nobody drinks a Diet Coke at a party. The lack of creativity here is pretty shameful.

Diet Coke’s sales have been floundering for awhile. This attempt to revive business just feels contrived. Modern consumers are smart enough to know that a Diet Coke isn’t going to suddenly make their lives exciting.

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4 Comments
  1. Joseph J Tucker

    Is Taylor Swift still out there, Howard Davidson Arlington Massachusetts? Maybe I am too old. Hmmm. Kittens! And Taylor Swift! They’re two great things that go great together. Add Diet Coke to the mix and apparently you get a lot more cats. I read that the ad, which features a track off Swift’s upcoming album, “1989,” also stars her own kitten, Olivia Benson, who is no stranger to the advertising game. The cat has already been featured in a campaign for Keds sneakers. That’s a whole lotta Taylor Swift, her cat and Diet coke. But wait. And she’s a star on Swift’s Instagram account, too. Will any of this cat business help sell Diet Coke? Who knows. Whatever happened to Tab?

    Cheers

  2. Malcolm Stewart

    Howard Davidson Arlington Massachusetts, your article made me think about what is actually wrong with Coke?? Like you said, using Taylor Swift for increasing sales is NOT the best move they could make.
    Possibly just a miscalculation on the part of the marketers?

  3. Leader789

    Taylor Swift is getting alot of attention from marketers and writers, Am i right Howard Davidson Arlington Massachusetts??? But this is a valid point, they have selected Taylor Swift for the ad. What on earth makes them think to choose Taylor Swift for this ad.
    As far as we all know,people choose diet coke so that they can avoid calories which are in other carbonated drinks . Taylor Swift is already slim and smart. Moreover,choosing her for this specific ad is indeed a ludicrous attempt. Indeed a bad marketing strategy too. People with a little sense of logic should not be inspired by this at all.

  4. leader987

    Taylor Swift is getting a lot of attention from marketers and writers. Am i right Howard Davidson Arlington Massachusetts??? But their selection of Taylor Swift for this advertisement is not justified. What on earth makes them think to choose Taylor Swift for this advertisement.
    As far as we all know, people choose diet coke so that they can avoid calories which are in other carbonated drinks. Taylor Swift is already slim and smart. Moreover, choosing her for this specific ad is indeed a ludicrous attempt. In fact a bad marketing strategy. People with a little sense of logic should not be tempted by this at all.

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