Diet Coke: Belt

A belt display (branded Diet Coke) was placed in apparel stores across Delhi. Each belt was punched with only one hole corresponding to standard waist sizes. Shoppers were surprised at first but the accompanying message ‘Stay the way you are’ conveyed that a single-hole belt makes sense because Diet Coke helps one stay in shape. Shoppers who purchased jeans/trousers were also given a free single-hole belt according to their current waist size.