The 'hunk' is no more!

For the past two days I've been addicted to Ny-Lon (the transatlantic romance), courtesy of the wonderful 4OD. However, these horrifically stereotyped, archaic and blase ads for Diet Coke, featuring that supposed 'hunk' have been popping up to annoy me and inhibit the joys of viewing.

Luckily, it turns out that Diet Coke are ditching him and are rethinking their UK strategy to align the brand with the more glamorous associations that its American counterpart shares. I for one think this is a fantastic move. For Diet Coke, its glorious femininity can go a lot further than this poxy sexualised nonsense. A motivating direction is what they need, a glitzy purposefulness, to have associations with things that women are actually interested in. The Coca-Cola brand is massive and so can make bold moves to push the brand forward in new directions. Diet Coke should push itself as a lifestyle brand like Samsung, LG and Apple - lifestyle brands engage, particularly women.

Word on the street is that they want to follow similar footsteps to the US brand, which sponsors the Academy Awards. I think this is a real forward-thinking move. It will strategically help the brand as a whole to be more coherent too.