Silver surfer
October 2, 2008
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Coca-Cola is launching a new mobile portal in the UK to support Diet Coke – entitled the Silver Room. The new venture will offer up celebrity gossip, fashion, games, and music (plus talk about green issues), and will be promoted by the singer Gabriella Cilmi. It’s a smart pitch towards the younger, technologically-aware female audience – acknowledging their desires beyond the Diet Coke Man – which also drives them towards Coca-Cola’s reward scheme, Coke Zone.
[...] Aloud. Climi has alreadly racked up some notable brand alignments with Dolce & Gabbana, Coca-Cola and Samsung, and will no doubt be in line for many more seeing as she straddles the line so well [...]