DIET COKE AND DUFFY

Diet Coke used Duffy to promote the brand to its target audience of women. We watch the creatives who designed this campaign discuss how they communicate the brand's values to their target audience. The pop star sings a version of Sammy Davis Jr song I've Got to Be Me. Created by ad agency Mother, it targets the busy modern young woman who needs time to be herself in a life in which she juggles work, commitments and all the pressures of a modern girl. We contrast the messages implicit in the representation of Duffy with those in other Coca Cola adverts that we study and yet we also observe the continuation of traditional values.

We also study what the creatives in the advertising agency say about why Duffy is the role model here and why she captures the zeitgeist of the times.

The Making Of The Diet Coke Advert