Coca-Cola Enterprises is challenging customers to ‘regret nothing’ in its new multi-million pound campaign, designed to drive sales of Diet Coke.

Kicking off with a TV ad on January 23, the campaign is supported by in-store PoS, social media, PR and print advertising.

Targeted at women, the new ad moves away from Diet Coke’s previous campaigns featuring ‘hunks’ and instead focuses on inspiring women to indulge their impulsive side.

Caroline Cater, operational marketing director at CCE, said the campaign aims to attract both new and existing shoppers.

“It is designed to engage shoppers on an emotional level and have an even greater impact than the previous ads have had on consumers,” she added.