Diet Coke is partnering with ‘Absolutely Fabulous: The Movie’, which releases in cinemas nationwide on 1st July.
To celebrate, the soft drinks brand has unveiled limited-edition Diet Coke Absolutely Fabulous themed packs, which will be available across the full Diet Coke range from mid-June, while stocks last.
The partnership will be supported by in-store POS, an outdoor advertising campaign, PR, radio and digital activity.
Caroline Cater, Operational Marketing Director at Coca-Cola Enterprises, commented: “As one of this summer’s most anticipated films, Absolutely Fabulous: The Movie is the ultimate partnership for Diet Coke. Many of our Diet Coke drinkers grew up watching the iconic British comedy on television so we feel very excited about the collaboration.”
Cater went on to say that the two brands’ target demographics mirrored each other perfectly, “making the pair an ideal double act.”