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Diet Coke Little Black Dress


  • Diet Coke wished to build brand association between Diet Coke and the Little Black Dress, an item in every woman's wardrobe. Diet Coke invited fashion retailers within Westfield centres to supply two little black dresses to the Style Zone.
  • A national experiential centre court roadshow over five weeks, leading up to New Zealand Fashion Week. The roadshow delivered 'Little Black Dress' style advice to the everyday woman from Signature Style stylist Jackie O'Fee. The roadshow included Westfield Riccarton, Queensgate, Albany, Manukau and St Lukes.
  • A positive result was achieved for Diet Coke with over 15,000 cans sampled over the period of activation, and over 3,100 entry forms completed. Retailers fully supported the in-centre events with some retailers having very positive sales results. From a shopping experience, the consumers thought it was fantastic!