Coke partners DTC to give away diamonds

The promotion is the largest undertaken by the soft drink giant in recent years -- which last year gave away HK$1,000 cash coupons and a digital camera through its website -- and comes six years after the brand handed out a Hong Kong flat as part of a local marketing campaign. According to Elsie Tsui, public affairs and communications manager, China division, at Coca-Cola China, the brand partnered with the DTC for the latest promotion. "Coke Light targets modern, contemporary women and men, and we realised that a diamond is very aspirational to these lifestyle-oriented people. We wanted to give the consumer something special, not just the usual giveaways," said Tsui. The month-long promotion covers Coke Light, Lemon Coke Light and Vanilla Coke Light. Tsui said "personalities" were attributed to each beverage and tied to the shapes of three diamonds -- princess, marquise and round. The promotion gives consumers who purchase any 'Diamond Edition' Coke Light can or 500 ml plastic bottle the chance to win a one-carat diamond ring of the cut that "best represents the character of that particular Coke Light flavour", said Tsui. "The idea is that people will connect themselves with the personalities of the flavours. Regular Coke Light, for example, personifies a straightforward thinking and realistic personality, or a contemporary woman. That is represented with the princess diamond. In contrast, Lemon Coke is more elegant and outgoing, so we selected the marquise diamond, while Vanilla Coke is sweet and smooth in taste so is on par with the round diamond." The various traits are also illustrated on the packaging of products through cartoon sketches of women, designed by Coke's Hong Kong-based premium agency, New Castle. The giveaway is supported by television and print advertising, as well as on the Coke Light site (cokelight.com.hk). The McCann-Erickson-developed TVC shows a woman dining at a restaurant when a waiter alerts her to the Coke Light giveaway. He asks her to pull the ring for a prize and, teasing him, the girl pulls down her jacket's zip. "She's confident, sexy and bold and these are attributes of the drink (Lemon Coke Light)," added Tsui. "The promotion takes place at two levels, a lucky draw, with free giveaways such as trendy accessories like bangles or decoration items, and the diamond." According to Venus Lee, director at online marketing company E-Crusade, which developed the online component, users can take a simple psychology test at the Coke Light website. "The key is to drive sales and excitement and Coke wants to educate the consumer on the three personalities. They are able to use mini games to keep people interested in the promotion," said Lee.