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    Academy Awards Provide Stage for New Diet Coke Campaign

    A 60-second commercial centerpiece called "Stay" debuted during the ABC telecast.

    ATLANTA -- The Coca-Cola Co. is launching a new Diet Coke marketing campaign that celebrates the daily achievements of the next generation of young-adult Diet Coke drinkers and shows how the brand helps them get the most out of life.

    "Diet Coke drinkers are the most extraordinary people in the world. For these multi-faceted, confident, motivated individuals, the brand is an essential part of their lives," stated Katie Bayne, chief marketing officer for Coca-Cola North America. "Because they strive to be their best, they embrace brands that inspire drive, passion and courage. Diet Coke helps them to excel at both work and play and 'Stay Extraordinary.'"

    The "Stay Extraordinary" campaign began last month with the launch of the 2010 Diet Coke Heart Truth program, aimed at reminding people that staying healthy is a key dimension of staying extraordinary. The program featured special packaging, television and print advertising, and digital and retail activation. The Diet Coke Heart Truth television ads aired throughout the recent Olympic Winter Games broadcasts.

    A 60-second commercial centerpiece called "Stay" debuted Sunday during ABC's telecast of The Academy Awards. In addition, "Stay Extraordinary" includes two new 30-second commercials that will air during upcoming episodes of American Idol.

    The campaign also features new out-of-home advertising that will run across the Coca-Cola Digital Network, as well as activation on DietCoke.com, the Diet Coke fan page on Facebook and on My Coke Rewards. New point-of-sale will also be in place in retail outlets across the country, according to the Atlanta-based beverage giant.

    "With our multi-dimensional 'Stay Extraordinary' program, we're using an aspirational voice to celebrate today's 'movers and shakers' who are the next generation of Diet Coke drinkers," Bayne said. "Whether it's reinforcing the importance of being heart healthy or showcasing everyday achievements like those seen in our new commercials, we're showing how Diet Coke helps people stay on top of their game."

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