JCDecaux Takes A Super-Sized Diet Coke Break
JCDecaux has erected a series of giant billboards across the UK as part of diet Coke’s biggest ever solus advertising campaign.
The month-long campaign, which was booked by BBJ through Posterscope’s new media division Hyperspace (see Posterscope Goes Into Hyperspace), includes thirteen super-sized sites in London, Manchester, Newcastle and Glasgow.
The creative, devised by McCann-Erikson Dublin, is intended to promote the drinks brand’s new £100,000 competition. It features a woman holding a giant-sized bottle of diet Coke, with the strapline: “Money is the root of evil? I’ll take my chances.”
The main promotion, which begins this week, will be supported by a national 48-sheet campaign based around the same theme.
The outdoor industry has remained bullish in the face of the current advertising downturn. Despite figures from the Outdoor Advertising Association showing that revenue for the second quarter of 2002 declined by 1.9% year on year to £173.6m, Alan James, chief executive of OAA remains positive for the future (see Outdoor Advertising Association Sees Signs Of Recovery).
JCDecaux: 0207 298 8000 www.jcdecaux.co.uk
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