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Diet Coke spends €3m ‘to get back to roots’

Diet Coke is spending €3 million on Irish marketing in a bid to ‘‘return the brand to its roots’’, according to the drink’s marketing director for Ireland, Damian Devaney.

12th August, 2006

Diet Coke is spending €3 million on Irish marketing in a bid to ‘‘return the brand to its roots’’, according to the drink’s marketing director for Ireland, Damian Devaney.

The marketing plan represents a 25 per cent increase on Diet Coke’s marketing spend for 2005.

‘‘Diet Coke has always been a brand that’s based on style with a contemporary urban image,” said Devaney. ‘‘We wanted to go back to...

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