Diet Coke had some serious social identity issues. Trolls mocked it. Fans were embarrassed of it. So we told the haters to fizz off and started being our messy, complicated selves with zero apologies given.
Awards: 2022 Gold Shorty Award
We started from scratch, ditched the dated product messaging and started serving the kind of refreshingly honest content Diet Coke fans had been craving.
actual footage of me bribing my coworkers to cover my shift.
kinda thought this summer would be more sun less screen.
everyone: you can’t do it all
me: hold my diet coke
send diet coke.
We modeled the new social persona around an amazing brunch date. Sassy. Empathetic. Orders Diet Coke instead of coffee and doesn’t care how you feel about it. For the first time in years, the legacy brand saw social engagement and brand love climb.
out here taking cold diet coke for granted. 😢
also accepting diet coke as payment.
don’t mind if i do.
if it’s not diet coke, house plants or sweat pants, i don’t want it.
if festival wristbands were honest
so that’s something i guess
By creating relevant content the community was actually thirsty for, we empowered Diet Coke drinkers to finally share their fandom like a badge of honor. Glow-up achieved.
rsvp’s immediately
literally just a diet coke
tgif it
tbh this is the only proposal i’d say yes to.