Diet Coke Returns to Oscars, Prioritizes Existing Customers
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Diet Coke remains stuck in a sales slump along with the rest of the diet soda category. But the prolonged downturn has not kept Coca-Cola from spending big on the nation’s second-largest soda brand.
The newest investment will come Sunday when Diet Coke runs three ads during the Academy Awards, including two new spots. The buy marks a return to the broadcast for Coca-Cola. The marketer sat out last year’s event as PepsiCo took over as the exclusive soft-drink advertiser. Still, Coke caught a lucky break last year when its brand name was shown on pizza boxes during an in-show bit orchestrated by host Ellen DeGeneres.
The 2015 Oscars ads are a significant investment, considering ABC has been fetching as much as $2 million for 30-seconds of ad time. Brand Coke is also planning to run an ad.
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