London, Jan 17 : Diet Coke is dropping its TV advertisements that feature women workers enthralled by the antics of bare-chested builders.
The company has wooed its British female audience for 10 years with a series of ads that show women drooling over muscular hunks.
However, the drinks giant is now rethinking its strategy for the brand to align it's positioning with the US.
"In the US, Diet Coke has a long-standing association with entertainment and style," the Mirror quoted Advertising industry journal Marketing, as saying.
The fresh positioning will continue to target Diet Coke's female audience, but in a more subtle and glamorous way.