"It is a tactical and significant first for Diet Pepsi," says Ian Tetro, the company's marketing director. Angus Hosie, Clemenger BBDO Sydney senior account director, says New Woman fits the profile of the drink's target audience: "Women in control of their life who can balance their indulgence in luxuries such as chocolate by drinking Diet Pepsi."
Pepsi will also launch a TV campaign this week, produced by BBDO in the U.S. The 60sec and 30sec commercials show a woman, jilted at the altar, still able to be surprised by the great taste of Diet Pepsi with the tag line "This is Diet?"
Copyright February 1998, Crain Communications Inc.