A can of Diet Coke and a mobile phone showing the Readly digital subscription app.

Source: Coca-Cola European Partners

Building on Diet Coke’s ongoing ‘Give Yourself a Diet Coke Break’ campaign, the brand’s latest on-pack promotion will give fans the chance to try out digital subscription service Readly. From now until 18 April, unique codes under the ring pulls or bottle caps of promotional packs of Diet Coke can be redeemed online against a free two-month Readly membership, giving users access to over 5,000 digital magazines and newspapers. 

Each unique code entered will also go into an hourly prize draw, for the chance to win an annual subscription worth £95. Promotional packs include 300ml can and 500ml bottles (plain and price-marked packs), as well as 10-packs of cans and 2l bottles.

The on-pack promotion is being supported by a marketing campaign spanning digital, OOH and social media, while the ‘Give Yourself a Diet Coke Break’ creative will continue to air on national TV and radio.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “Taking a break is one of the most frequent consumption occasions for Cola brands, and it’s been aligned to the Diet Coke brand for nearly three decades.

“This, combined with the fact that magazine purchasing and online subscriptions over-index among ­­the core Diet Coke consumers, and with two thirds of adults in GB saying they read online and print magazines, means that this on-pack promotion is sure to boost purchases among new and existing Diet Coke shoppers.

“Diet Coke is the original ‘no calorie’ cola, consumed by more than 10m households across GB [Kantar Worldpanel Total Market GB 2020] and continues to drive growth within the Cola segment.”

Diet Coke is part of the CokeTM family which also includes Coca-Cola original taste and Coca-Cola zero sugar. Combined they are twice the size of the nearest Cola brand in grocery & convenience (Nielsen Week Ending Val 26.12.2020 MAT Total Market including discounters).