Coca-Cola Light brand manager, Connie Koh, said research showed more consumers were interested in health and fitness, particularly those in their 20s and up.
"It's also a fact that this age group is a growing segment. The Coke Light family of products meets their needs for uplifting cola refreshment while staying in shape," said Koh.
The campaign was developed by BBH Asia-Pacific.
Koh said: "We have aggressive plans for Coke Light because it is the ideal refreshment for a growing consumer segment who want to look an feel good."
The brand is also developing its retail presence, according to Koh, and connecting with consumers through relevant lifestyle platforms and the sponsorship of events.