Coca-Cola South Pacific has revealed a glimpse of its new summer campaign by Ogilvy for diet Coke, One Calorie Burnt in a Moment.

Aimed at young females, the cheeky campaign is an attempt to connect with a new generation of women. The series of spots will showcase a series of moments in which a calorie is easily burnt, reinforcing the product's tag line of Less than one calorie...

Marketing Manager Pamela Wyatt said the campaign was aiming at reminding women of diet Coke's low calorie benefits.
“We want to communicate its relevance in a healthy well-rounded lifestyle,” she said. “The campaign communicates the fun side of the brand highlighting that there is nothing cheeky for you in diet Coke, meaning you can be cheeky elsewhere.”

The series of tactical, out-of-home placements include settings such as change rooms highlight to women that they can simply burn a calorie by “wriggling your way into new jeans” or “running for the loo in heels”.

Campaign placements include magazines, digital and outdoor with Naked Communications handling comms strategy.