COCA-COLA GREAT BRITAIN LAUNCHES ‘DIET COKE’ SILVER ROOM IN THE UK | MMA
September 24, 2008
16 September 2008
 
COCA-COLA GREAT BRITAIN LAUNCHES ‘DIET COKE’ SILVER ROOM IN THE UK
 
Coca-Cola Great Britain )CCGB) is set to launch a new ground breaking mobile portal, the diet Coke’ Silver Room, designed to appeal to a new generation of ‘diet Coke’ drinkers. Created by mobile specialist agency Marvellous, the ‘diet Coke’ Silver Room, fronted by singing sensation Gabriella Cilmi, brings together the best in celebrity gossip, fashion, music, film, green issues and games along with a host of unique member offers, targeted at young female consumers across the country.  Accessed by texting ‘SILVER’ to 82233 the ‘diet Coke’ Silver Room brings the concept of the ‘diet Coke’ break to a younger, tech savvy female audience. 
 
Going live on 22nd September the ‘diet Coke’ Silver Room will be supported by a fully integrated marketing programme including a digital campaign and consumer PR to drive awareness among female 16 - 24s. A major mobile media campaign, planned by Vizeum, will also drive hundreds of thousands of consumers to interact within the platform. The site will also be promoted by the ad-funded MVNO Blyk, and the iconic ‘Coca-Cola’ digital site at Piccadilly Circus.
 
‘diet Coke’ Silver Room is divided into the following content areas:
  • Access: The latest, coolest stuff you can’t get anywhere else. Access has the inside track on music, guest-lists and always has tickets to the hottest gigs, movie premiers & secret sales in town.
  • Gossip: the crazy world of celebs, in your pocket. Partnered with Heat, take time out with ‘diet Coke’ to find out the latest celebrity gossip in bite-sized chunks.
  • Style: Get the look with Get Lippy. You wouldn’t want to be seen in anything else.
  • R&R: Take time out with ‘diet Coke’ with fun downloadable games & gadgets. Do your bit for the world with green tips from Green Things & make a donation to Peace One Day by downloading celebrity phone art. 
In addition there will be an easy to use link through to the ‘Coke’ reward scheme ‘Coke Zone’ driving awareness of monthly prize draws.   
 
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, says: “We have been looking at new ways to create a fresh dialogue with the next generation of ‘diet Coke’ drinkers.  We feel the diet Coke’ Silver Room integrated with our ongoing loyalty programme ‘Coke Zone’ is the perfect platform to offer these younger, tech savvy consumers a unique combination of great content and access to amazing rewards. Mobile technology is the perfect way to communicate with today’s busy young women, as it puts these consumers in charge by offering accessibility wherever and whenever they want to engage with the brand.”
 
With content updated daily, consumers can be sure of an engaging and up to the minute experience. ‘diet Coke’ has developed several key brand and content partnerships to ensure the strongest offering to consumers. Partnerships include Heat, Getlippy.com, Fox, Paramount, Sony BMG, Live Nation, Green Thing, Neutrogena and Nivea, with the list set to expand.
ENDS
 
NOTES TO EDITORS:
The list of agencies involved in the development and communication of ‘diet Coke’ is as follows:
-         Marvellous – Mobile specialist agency
-         SiX and Lexis Public Relations – Consumer PR. Sixpr.com lexispr.com  
-         Vizeum – Media agency
 
For further information please contact:
 
Lexis Public Relations
Tel: 020 7908 6488
Jessica Silver                 [email protected]                    020 7908 6545
Lisa Pearson                  [email protected]                 020 7908 6526
 
Notes to editors:
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 sparkling and still brands.  Along with ‘Coca-Cola’, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including ‘Diet Coke’, ‘Fanta’, ‘Sprite’, ‘Coca-Cola Zero’, ‘glaceau vitaminwater’, ‘Powerade’, ‘Minute Maid’ and ‘Georgia Coffee’.  Globally, it is the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.  Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, the Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.  For more information about the Company, please visit the website at www.thecoca-colacompany.com.