It's an obvious place to communicate the offer. It's also a great way to celebrate our tie-in with the Olympics.
Susan McDermott
This is the ultimate guy event and with us having two guy-focused brands that we didn't have before, it was a great fit.
great guy ultimate
When we left the Oscars seven years ago we had never written off being associated again with the Oscars. We are looking more at entertainment lifestyle marketing as the way we market Diet Coke.
diet lifestyle marketing market entertainment written left
place offer olympics great
We view the Oscars as destination programming and a great place to feature advertising for our brands.
destination programming advertising place great view
Those programs attract large audiences and are seen as showcases for advertising.
advertising attract audiences
Given that it's cheering her on to win, hopefully, and she is not competing, we didn't think the ad was still relevant.
win
Since she's no longer competing, we won't be using that ad. It doesn't make sense.
sense
With the timing of this new marketing campaign, it was just such a great fit to put more of the focus on Coke.
timing focus marketing great
I don't know that we're the absolute edge, but we want to be a leader.
leader absolute
It was a great way to build awareness and it fit perfectly with the holidays. People always enjoy getting something for free. We saw high repeat usage scores as a result of consumers redeeming the coupons.
holidays people enjoy awareness free great result
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