When rebrands go wrong

(And how to avoid the pitfalls)

Diet Coke brings back the hunk

Diet Coke is bringing back its hunk for its 30th anniversary ad campaign, according to a teaser for the new spot released online this morning (24 January).

The clip, which was posted to the brand’s Facebook and YouTube pages, repeats the famous Etta James “I just want to make love to you” soundtrack from the “Diet Coke break” ads made famous in the 1990s.

The new ad teases the new hunk revealing his stomach while a woman seductively drinks from a can of Diet Coke. It ends with the strapline: “He’s back. 11.30am 28.01.13”.

BETC London created the ad, which will air - as the teaser states - online next week and on TV next month.

Readers' comments (5)

  • "This advert objectifies men.What if my 10 years old sees his abdominals? Is that pubic hair I see dancing on his waistband?"

    I'm playing Devil's advocate here, but in an age where complaints are made about models wearing lingerie in an advert for lingerie because it's degrading to women... I almost hope some blokes pipe up (whether they believe it or not) and fight for equality.

    You cannot have one rule for one and one for the other... that would be sexist.

    Woman, 25, Bristol

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  • I do not agree!

    Semi-nude women are used in adverts, music videos, magazines, billboards, films.. EVERYWHERE. No matter how much we (I am a woman) complain about it, it continues. So if men get to drool over women, I do not see why the same shouldn't happen the other way round.

    Plus, the only thing seductive about that Diet Coke clip is the woman drinking from the can.

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  • apart from the definite glint of a pube heavy ab region...

    I agree with you completely. That was my point. I was being hysterical. Of course we should be able to "drool" over men, just like men should be allowed to "drool" over women. My point was, that for the sake of fairness if adverts with semi naked women on them are getting reported by women for being "exploitative" then by rights it should happen with this.

    don't get me wrong. Nothing annoys me more than when people take the time to actually complain about things like this...

    This guy does nothing for me. I'm partial to beer belly :-) BANG ON

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  • I agree, this guy does nothing for me, and it is really inappropriate to show lower hair regions in men or women. I get that women are half naked in a lot of ads, but we don't see hair around those areas on them. It's a double standard kind of, but either way it is gross- I don't want to see anybody's nether regions full of hair on a soda ad, especially not his, yuk.

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  • I agree, this guy does nothing for me, and it is really inappropriate to show lower hair regions in men or women. I get that women are half naked in a lot of ads, but we don't see hair around those areas on them. It's a double standard kind of, but either way it is gross- I don't want to see anybody's nether regions full of hair on a soda ad, especially not his, yuk.

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