Working on behalf of Twentieth Century Fox/Fox Searchlight, Lime were challenged to find the ultimate iconic female bias partner for the cinema release of the Absolutely Fabulous: The Movie. With our sights set on this partner from the moment we were briefed, we were thrilled to land a high profile collaboration with Diet Coke, which generated a phenomenal level of buzz and excitement.
The two brands’ target demographics, personality and iconicity mirrored each other perfectly, making the pair an ideal double act. Limited edition cans and bottles, featuring the characters Edina and Patsy were created, and the campaign was supported with point-of-sale in retail and cinema, heavy outdoor, radio and digital advertising , PR , plus an exclusive Ab Fab/Diet Coke themed window takeover at Liberty.
Not only did we think the partnership was fabulous, so did the Screen International Awards judges, who shortlisted this promotion for the Brand Partnership of The Year award!