Themed around ‘Create Your Own Diet Coke Break’ we developed a partnership with Heat magazine, based around weekly ‘Psst Columns’. This represented a genuine media first, in terms of the magazine’s long term commitment to create exclusive editorial content for a commercial brand.The columns featured the latest news, gossip and hot places to take a break, all written by a specially appointed Heat journalist. The columns were designed to spark conversation amongst the brand’s core target – tying in perfectly with the Diet Coke Break proposition and women’s desire to share celebrity news and gossip.We were also able to extend the magazine format into digital before the launch of www.heatworld.com by having a dedicated heat page within www.dietcokebreaks.com

By the end of the campaign, there was a 24% increase on brand KPIs, the editorial column in Heat had 15 times greater effect than advertorials & the WAGs Boutique TV sponsorship had amplified spot ad effectiveness by 55%.