Diet Coke & J.W.Anderson Collaboration
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. 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 in order to design a new and iconic Diet Coke bottle.
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.
This involved creation and release two films about the new designer partnership announcing the collaboration to media, bloggers, influencers and fans. For the launch, Lexis’ experiential team Reverb produced a star-studded 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. The bottles and a limited edition collector’s box set were made available at Harvey Nichols stores nationwide, with Reverb creating an impactful display of the limited edition bottles in their food markets nationwide and a window installation in their Knightsbridge store. The campaign was also supported by a mass sampling campaign, print campaign and dedicated Fashion Week experiential activity.
+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.