It's a time to celebrate film and visual expression - and also a marketers dream opportunity to mesh their product with the glamour of film. Diet Coke issued this release yesterday. A perfect example of brand association.
Diet Coke is launching its autumn ad campaign with sponsorship of Nikki Beach after-parties at the Toronto International Film Festival, which begins today.
The high-profile Nikki Beach brand of party venues and events, known for its presence on the beaches of La Croisette during the Cannes Film Festival, makes its Canadian début this week, taking up residency for eight days at the Roof Lounge of the Park Hyatt hotel in Toronto’s upscale Yorkville neighbourhood.
Diet Coke’s promotion gives consumers a chance to win VIP passes to the rooftop lounge after-parties, which Nikki Beach is billing as “the most exclusive VIP celebrity destination” at TIFF. Time will tell.
The campaign is headquartered online at icoke.ca/dietcoke, where visitors can tap into Twitter feeds that provide clues on how to enter the contest.
The Nikki Beach brand targets a similar consumer as Diet Coke, said Diet Coke manager Hayley Shay. “Nikki Beach is a leading brand synonymous with entertainment, music and fashion.”
Diet Coke’s fall campaigns include the deployment of “Style Spotters” to distribute Diet Coke samples at TIFF locations, the use of Twitter to provide live tweets concerning celeb activity at Nikki Beach locations, luminescent transit shelter ads, plus the installation of mirror decals, bathroom posters and reflective coasters at upscale bars.
Agencies creating and supporting the campaign include Cossette, Mosaic, Henderson Bas and Lulu Vibert, with PR support from Daniel Paquette Public Relations.
The promotion and film festival wrap up Sept. 17.