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Core disciplines: Corporate communications, Experiential marketing, Public relations (PR), Social

One of the Top 30 most viewed agencies for 2016

Building a partnership
between J.W.Anderson
and Diet Coke


Challenge

Diet Coke is the world’s number one diet soft drink and has spent years building up its credibility in the fields of fashion, fun, togetherness and sharing. After 13 sparkling years working on the iconic soft drinks brand, we know all too well the importance of finding new ways to excite fans.

Staying true to Diet Coke’s heritage we embarked on an exciting new fashion partnership with the maverick multi-award winning British fashion designer J.W.Anderson. Founding designer Jonathan Anderson’s brief: raise the bar and bring a different approach to the design of the iconic Diet Coke bottle.


Solution

To drive anticipation and scale, we developed a multi-phased campaign, working closely with Diet Coke’s digital and media buying agencies to ensure content created could live across earned, owned and bought channels.

In mid-July, we created intrigue by posting a film teasing the new designer partnership. After much speculation and hundreds of guesses from frenzied fans, we unveiled a second video featuring Jonathan Anderson announcing the collaboration to media, bloggers, influencers and fans. This was supported by engaging photography and Q&A content. We gave fans a small taste of what to expect from the Diet Coke J.W.Anderson collaboration but didn’t reveal the full collection or bottle designs. The fashion world was reaching fever pitch with Lexis’ press team working around the clock to handle hundreds of media enquiries.

In late July, all was to be revealed… Lexis’ experiential team Reverb produced a star-studded media launch party in Shoreditch which saw the two new designer bottles and wider collection – t-shirts, a tote bag and notebook – unveiled for the first time to more than 200 VIPs including The Saturdays singer Vanessa White and DJ and TV presenter Laura Whitmore. Jonathan participated in several one-to-one interviews and partied the night away with fashion’s elite.

The party had the desired WOW effect, from the spectacular chandelier formed entirely from the limited-edition Diet Coke bottles to the striking red, white and silver installations that brought to life the stunning collection. A branded photo shoot area, complete with a professional photographer and makeup zone, gave guests the chance to enjoy their own A-list fashion shoot. Photographs were printed on the spot and guests had the opportunity to instantly share on social.

The bottles and a limited edition collector’s box set are now available in Harvey Nichols stores nationwide. Reverb created an impactful display of the limited edition bottles in their food markets nationwide and an iconic window installation in their Knightsbridge store.

The campaign is being supported by a mass sampling campaign, a print campaign and dedicated Fashion Week experiential activity.


Results

+500 pieces of coverage have appeared to date with over £2bn opportunities to see in the UK and Ireland.

Standout branded coverage in the Daily Mail, Observer Magazine, Evening Standard, Grazia, Vogue and Elle with blanket coverage across
other top-tier target media and blogs.

150 media and bloggers and 20 celebs attended the launch party.

The content created for the collaboration unveil generated a social and digital reach of 21 million with the collection reveal generating a further +6.8 million impressions to date.

 

 

"The fashion world was reaching fever pitch with Lexis’ press team
working around the clock to handle hundreds of media enquiries"

 

 

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